HomeBase

What HomeBase does

HomeBase is a UK home improvement and garden retailer founded in 1979, operating as a direct-to-consumer brand across both physical retail and e-commerce channels. The company sells a broad assortment spanning twelve-plus categories including paint and decorating, garden and outdoor, furniture, kitchens (across Essentials, standard, and Bespoke tiers), bathrooms and plumbing, flooring and tiling, lighting and electrical, building and hardware, tools, storage, and home accessories, plus a Smart Home product category of connected devices. HomeBase also distributes third-party financial products, specifically gadget insurance and home contents insurance, through a partnership with Best Risk Management & Financial Service Limited.

The business is built on an e-commerce platform (homebase.co.uk) with integrated order management, customer service, and delivery tracking, supported by Click & Collect, tiered delivery (Saver £4.99, Standard £5.99, Next Day £6.99, large item up to £29.99), and free delivery on orders over £100. Payment options include Mastercard, Visa, American Express, PayPal (with Pay in 3 and PayPal Credit), Apple Pay, Klarna, and ClearPay. HomeBase maintains social media presence on YouTube, Facebook, Pinterest, Instagram, and X, and prominently displays its Trustpilot "Rated Excellent" rating.

HomeBase entered administration in November 2024 when Teneo Financial Advisory was appointed as Joint Administrators of HHGL Limited. The brand was subsequently rescued: CDS (Superstores International) Limited acquired the trading style and relaunched the online platform on 21 January 2025, while Norton Group Holdings (owner of The Range and wilko) separately acquired part of the HomeBase estate. The relaunched HomeBase is operationally integrated with The Range and wilko, sharing retail footprint for returns and Click & Collect, online infrastructure, and customer service. The company serves UK consumers only, with geographic restrictions covering Northern Ireland, BFPO, Channel Islands, parts of the Scottish Highlands and Islands, the Outer Hebrides, and the Isle of Skye. Many former standalone HomeBase physical stores have been re-let to other retailers including B&Q, M&S, and IKEA following the administration event.

Name

HomeBase

Legal name

CDS (Superstores International) Limited

Website

http://www.homebase.co.uk/

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

HomeBase is a UK home improvement and garden retailer offering a broad assortment across paint, garden, kitchens, bathrooms, furniture, flooring, lighting, tools, and smart home categories, serving UK consumers through e-commerce and Click & Collect. Relaunched in January 2025 under CDS Superstores and integrated with The Range and wilko following its 2024 administration.

Ownership category

akta.pro rank

Product category

Home Improvement Retail

NAICS

Home Centers (444110), Home Furnishings Retailers (44912)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

General Home Improvement & Hardware Stores (CRAIADAA)

Keywords

• Home improvement retail
• DIY retail
• Garden products
• Kitchens and bathrooms
• Home furnishings

Headquarters

HQ city

Milton Keynes

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: HomeBase generates revenue primarily through the sale of DIY and home improvement products across categories including garden, paint, furniture, tools, kitchens, bathrooms, flooring, and building materials. Revenue is generated through both physical store purchases and online orders with home delivery or Click & Collect.
2. Delivery Services: Additional revenue is generated from delivery charges for home delivery services, with various pricing tiers based on order size, delivery speed, and item type. Free delivery is offered on orders over £100.
3. Extended Warranty/Insurance Products: HomeBase offers gadget insurance and home contents insurance products through Best Risk Management & Financial Service Limited, providing recurring revenue streams from policy premiums.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

HomeBase is a UK home improvement and garden retailer that sells DIY and home refurbishment products, garden and outdoor goods, kitchens, bathrooms, flooring, lighting, tools, furniture and home furnishings. It serves customers through a national chain of physical stores supplemented by an e-commerce website offering Click & Collect, standard, next-day and nominated-day home delivery, alongside ancillary financial services such as gadget and home contents insurance.

Product overview

HomeBase is a UK-based home improvement and garden retailer operating as a single unified retail platform offering a comprehensive range of home improvement products across multiple categories. The product portfolio centers on core retail offerings including Paint & Decorating, Garden & Outdoor, Furniture, Bathrooms & Plumbing, Flooring & Tiling, Lighting & Electrical, Building & Hardware, Tools, Storage, and Home categories. The company differentiates through specialized kitchen offerings organized into three tiers: Homebase Essentials (entry-level), Homebase Kitchens (mid-range), and Homebase Bespoke (premium custom). Additionally, HomeBase provides a growing Smart Home product category featuring connected devices, plus financial services including Gadget Insurance and Home Contents Insurance offered through a partnership with Best Risk Management & Financial Service Limited. The business operates both physical stores (now integrated with The Range/wilko store network following 2024 administration) and a comprehensive e-commerce platform with services like Click & Collect and multiple home delivery options.

Differentiator

Problem solved

Functional benefit

Products and services

• Paint & Decorating

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Two partnerships are on record, tiered core.

• CDS (Superstores International) LimitedcoreOthers · 21 January 2025CDS (Superstores International) Limited is the parent company that acquired HomeBase from administration in late 2024 and relaunched the brand on January 21, 2025. HomeBase now operates as a trading style under this parent company, integrating with The Range and wilko retail operations.
• The Range and wilkocoreChannel Partner/ Reseller/ DistributorFollowing the acquisition by CDS (Superstores International), HomeBase products can be returned to any The Range or wilko store. The three brands share operational infrastructure including retail footprint, online platforms, and customer service operations.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wickes: UK-focused DIY and home improvement retailer with strong kitchens, bathrooms, and trade customer positioning. Competes head-to-head with HomeBase in core renovation categories and serves overlapping homeowner and trade segments.
• Screwfix: UK trade and DIY tools, hardware, and accessories retailer owned by Kingfisher. Overlaps with HomeBase on tools, building hardware, and trade-oriented DIY, with a click-and-collect heavy model similar to HomeBase.
• Dunelm: UK home furnishings and homewares retailer with strong own-brand proposition. Directly competes with HomeBase across furniture, bedding, curtains, lighting, rugs, and home accessories.
• Wayfair UK: Online-led home furnishings and home goods retailer operating in the UK. Competes directly with HomeBase across furniture, lighting, and home accessories with a larger catalogue but weaker trade and DIY hardware presence.
• Argos (Sainsbury's): UK multi-category general merchandise retailer owned by Sainsbury's. Competes with HomeBase across furniture, garden, home accessories, and small appliances with strong click-and-collect and next-day delivery infrastructure.
• B&Q: UK's largest home improvement and DIY retailer, owned by Kingfisher plc. Directly competes with HomeBase across paint, tools, kitchens, bathrooms, garden, and building materials, and has absorbed several former Homebase store locations post-administration.

Broad incumbents

• Wilko: UK household goods retailer also owned by Norton Group Holdings following its 2023 administration and relaunch. Operates alongside HomeBase within the same group infrastructure, with overlapping home, garden, and DIY adjacent categories.
• The Range: UK variety retailer owned by Norton Group Holdings, which acquired part of Homebase from administration. Now a sister brand operating under shared group infrastructure with overlapping home and garden categories.
• IKEA: Global home furnishings retailer with growing UK presence, having taken some former Homebase retail park sites. Competes with HomeBase across furniture, storage, kitchens, and home accessories at varying price points.
• Amazon UK: Dominant UK online marketplace with growing home improvement, tools, furniture, and garden assortments. Competes with HomeBase on price, selection, and next-day delivery across the full home category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Homebase_uk
• YouTubeyoutube.com/channel/UCjuN4TecrS-BqbY65Magryw
• Facebookfacebook.com/homebase
• Instagraminstagram.com/homebase_uk
• Pinterestuk.pinterest.com/homebaseuk
• LinkedInlinkedin.com/company/homebase-uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HomeBase