B&Q Welcomes Lick Paint to its stores with an interactive twist
In a new partnership that brings together two leaders in the home improvement and decor sectors, B&Q is now set to offer a range of Lick paints, samples, and decorating accessories directly from its stores across the UK and Ireland.
This move follows a successful online collaboration between the two brands that began in July 2023.
Lick, a colour-centric home D2C decor brand renowned for its commitment to high-quality and sustainably sourced products, is making its physical debut in B&Q stores. But it’s not just about putting products on shelves; Lick is transforming the way customers choose paint colours through a first-of-its-kind interactive digital screen and personalised colour quiz.
The innovative in-store experience, designed by Lick’s Director of Interior Design, Tash Bradley, will guide shoppers through a bespoke journey of colour discovery. The interactive screen will provide inspirational imagery of Lick colours in real homes, alongside an engaging quiz that recommends colours and products tailored to individual needs and preferences. This approach not only simplifies the colour selection process but also injects a dose of inspiration and confidence into every decorating project.
Laura Dollimore, B&Q’s head of decorative, flooring, and tiling, expressed enthusiasm for the collaboration, highlighting the digital screen’s role in enhancing the customer experience. “We’re delighted to be working with Lick to implement such an innovative, advanced in-store experience for our customers at B&Q,” she said.
The range available at B&Q includes Lick’s high-quality paints, tools, and unique peel & stick samples, which customers can purchase for next-day delivery or through Click + Collect at diy.com. This integration of online and in-store shopping options aims to provide maximum convenience and flexibility for consumers.
Lick’s CEO, Lucas London, reiterated the brand’s mission to empower communities to transform their homes, emphasising the significance of the in-store presence at B&Q. “We are thrilled to now be in-store at B&Q, as it allows us to expand our presence and help customers decorate with confidence at a large scale,” he stated.
The partnership between B&Q and Lick marks a significant milestone for both brands. For Lick, it represents an opportunity to connect with a broader audience and solidify its position within the market. For B&Q, it reaffirms the retailer’s commitment to innovation and customer satisfaction, providing an interactive and worry-free experience that resonates with today’s decorators.
