Woodie’s is Ireland’s market leading DIY, Home and Garden retailer with 37 stores nationwide and the only DIY retailer to offer customers ‘buy online’ and ‘reserve and collect’ website functionality.
Woodie's trades in all the main DIY & Gardening categories and has recently entered the Kitchens and Bathrooms suites market.
It prides itself on its Irish heritage which is brought to life in the tone and style of its marketing and advertising campaigns.
Woodie’s unique brand promise, launched in 2015, is to ‘Help Customers make the most of where they live, love and laugh’ and their six core brand values are: Experts, Enthusiastic, Inspiring, Homely & Real, Great Value and Helpful. Woodie’s is on a mission to bring fun and colour to a sector that trades predominantly on price.
Woodie’s began its life in 1987 with its first store in Walkinstown under the guise of ‘Pay Less DIY’. In 1989 ‘Pay Less DIY’ was bought by the Grafton Group and rebranded as Woodie’s DIY. During the mid-1990s through to the mid 2000s, the business entered a phase of rapid expansion, reaching a total store estate of 37 with the acquisition of the 15 store Atlantic Homeware store estate in 2005. Woodie’s has been involved in various sponsorships over this period including Shamrock Rovers, Athletics Ireland, Bloom and Super Garden.
Woodie’s core target customers are ‘Quality Planner’ homeowners. A segment classified by their behaviours and attitudes to DIY, home and Gardens. This customer segment is quality and service driven and represents 32% of market value. Woodie’s also cater for all other customer segments in stores and actively engages these segments on social sites (Facebook, Twitter, Pinterest).
They are one of the leading destinations for paint sales in the country but also sell in all the main categories: decorative, DIY, power tools, hand tools, housewares, plumbing accessories, ironmongery and gardening to mention a few. Christmas trees and decorations is also a critical part of the Woodie’s offering where they are gaining considerable brand ‘fame’ for this category. They have recently entered the kitchen and bathrooms market where they have ambitious growth plans.