In 2018 Homebase was sold for £1, having been taken to the brink of collapse.

Destined for the scrapheap, this paper outlines how its new owner Hilco, instead delivered a truly remarkable turnaround of the business, that achieved a £300m valuation of the company by 2021.

Central to the recovery was redefining the Homebase brand, then aligning every part of the business behind it.

Redefining the brand began with understanding how the role home plays in our lives has fundamentally shifted. Traditionally a passive place of escape from the world, home is now the central component of almost every part of our lives. It’s active, dynamic and full of life. Homes these days have to keep up with the lives of their residents.

Based on this insight the Homebase brand role was defined as ‘bringing homes and gardens to life’. A role fulfilled by being ‘the home & garden expert’, and underpinned by ‘inspiring’, ‘easy’ and ‘together’ brand values.

This brand framework has informed multiple business initiatives including a big shift into business acquisitions; new...