Wilko is making its long-awaited return to the capital: Retail expert weighs in on brand’s revival

Last year, the beloved budget-friendly high-street store Wilko closed its doors, after decades of trading when it fell into administration – leaving more than 400 UK stores empty, and thousands of employees without a job.

However, over the past year, the chain has been slowly making its return to the high street after it was bought out by rival retailer The Range. The Uxbridge branch will be the seventh opening since its administration, following Poole, Exeter, Luton, Plymouth, St Albans, and Rotherham.

In response to the latest high street update, Nick Drewe, retail expert and founder of online discount platform Wethrift, weighs in on the brand’s revival:

“When Wilko disappeared from UK high streets last year, shoppers were undoubtedly confused at the loss of such a staple of the retail sector. Over the past few years, the store became the go-to budget-friendly shopping destination for kitting out your home and garden, from pet food to pick and mix – there was something for everyone.

“But while the administration news came as a shock for many, the growing popularity of rival chains such as B&M, Home Bargains and Poundland made it hard for Wilko’s to keep up with the competition in a post-covid climate, in terms of both pricing and stock availability.

“In fact, since the stores collapsed, some of the retailer’s empty units have since been bought out by competitors, with Poundland taking 70 units and B&M taking around 50.

“However, since The Range’s ownership of Wilko, it seems shoppers can’t get enough. Back in November, the rival homeware store started stocking classic Wilko ranges, much to the public’s delight – and with cheaper prices too.

“It is certainly an interesting and positive move, to see the famous red branding of Wilko make a return to the UK high streets, as this is something we rarely see happen when a retailer goes into administration and collapses.

“But while the demand for the store’s famous products is certainly there from shoppers, the chain will need to set itself apart from the competition it was facing, among other problems before its collapse last year, if it’s going to continue to expand its stores across the UK once more.

“As we are seeing, with more and more high street retailers collapsing into administration every month, shoppers’ habits are changing with many cutting back on big purchases due to the cost of living crisis and current economic climate, or are opting to shop online instead.

“It will also be interesting if the new owners of Wilkos decide to re-introduce some of the most popular elements much loved by customers, such as its affordable pick and mix offering, which has been sorely missed by those with a sweet tooth during the past year.”

Image: Freepik