Homewares superstore is home grown

Retail: New Irish homewares superstore Home store + more carries everything in its range from low budget to luxury products. Robin O'Brien Lynch reports

DIY outlets and household superstores, once found only on high streets, have moved out to the suburbs where they have changed the fortunes of retail parks. Leading multiples have been capitalising on the ever increasing trend by shoppers to get their hardware and household goods in a range of retail parks with good parking facilities.

A new Irish player in the superstore market, offering a one-stop shop for all home needs, has been trading exceptionally well since opening its first outlet at Belgard Retail Park in Tallaght, just off the M50.

"Home store + more", a stylish new emporium, claims to have the biggest range of houseware products in Britain or Ireland, in its new 1,858 sq m (20,000 sq ft) premises which is close to B&Q's second Irish store.

On offer is more than 10,000 products across 18 departments, the company plans to cater for all budgets with a competitive pricing system and an unprecedented depth of range.

Mr Stanley stresses the convenience factor in coming to Belgard Park. "A lot of the lines we offer are city centre products but in reality they're not suited for the city centre.

"Here you can go around with a trolley, we have wide access and free car-parking for over 500 cars. People don't often factor in parking costs to their budget. We're also 10-minutes walk from the Luas stop," he says.

As well as new homeowners and established residents, the concept is ideal for wedding lists or investors looking to get into the buy-to-rent market.

Although the store is wholly Irish-owned, the inspiration comes from the States. "Like all the best retail ideas, this concept started in the US. You won't find this range of choice anywhere in Continental Europe or Britain," claims Mr Stanley.

"A lot of people are surprised that we're Irish, I think they expect us to be from the UK or whatever. We work well with the other traders in the area in that we're not feeding off the anchor stores like B&Q, we complement them. They offer hardware, we offer houseware."

As far as expansion goes Mr Stanley is concentrating on the Belgard at present, but says: "We wouldn't have invested so much in this store if we didn't plan to open more."

The range is huge: kitchen department alone stocks over 900 gadgets, from potato peelers to porridge "spurtles" (where would breakfast-time be without one of these Scottish wooden porridge stirrers?) and there are 79 different types of duvet, with a comprehensive wall chart detailing the tog system.

Choice is not just about sheer numbers though, as managing director Mr Jonathan Stanley points out "Our focus is on a depth of range with a 'good, better, best' pricing system.

"For example, we offer large bath towels at €13.50, €17.95 and €21.95, depending on the cotton rating, or a brass-plated chrome toothbrush holder for €15.95, €18.95 or €24.95. It's the same product with different levels of quality.

"Regardless of whether you're starting out, upgrading or going for gold, we aim to provide the best that you can afford and to match all budgets so you can decide which is right for you."

This means that in the one shop you can choose to buy a Hungarian goose feather quilt with combed Egyptian cotton sheets and soft down pillows (€67, €11.50 and €60 respectively), or the Bedeck bed-in-a-bag, which combines king size sheets, duvet, duvet cover, pillows and cases in a convenient holdall for just €74.95.

In the kitchen ware department Home store + more stocks top brands like Denby (€200 for a complete dinner set), Stephen Pearce Shanagarry (serving tray for €23), Tefal (three-tier steamer at €30), Sabatier knives at €200 for a full chef's set and James Dyson's revolutionary vacuum cleaner for €199, compared to the usual retail price of €259 ??.

All these are offered beside quality €10 spice racks complete with a Schwartz starter set, and a chopping board for just €8.

Picture frames and prints also come with a substantial saving on high street prices.

A 50 x 70 cm wooden frame and Keith Haring print will set you back €65, as opposed to €90 elsewhere.