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Matalan launches new direct home website in move to expand its range

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Matalan has launched a new, online-only home brand, Matalan Direct as the retailer looks to widen the range it offers.

The new site will have its focus on furniture and larger home items that sit outside of Matalan’s existing home accessories range. At first it will focus on bathrooms and bathroom furniture before expanding into a complete home furnishings site.

Matalan Direct is a subsidiary brand of Matalan Retail but will operate as a separate online entity.

Jason Hargreaves, managing director of Matalan, said: “We are looking to cater for Matalan’s existing 12.5m customer base who are already highly engaged by the brand’s successful and fast-expanding homeware offering. Matalan Direct feels like a very natural expansion for Matalan and its positioning will complement our ‘made for modern families’ proposition and offer customers the quality that they have come to expect from us.”

Matalan says the site puts the emphasis on integrated commerce and content, using inspiring In order to offer a seamless, one-stop research to purchase experience, the site’s structure breaks the generic ‘website and bolt on blog’ mould. Focusing on integrated commerce and content, tailored articles and inspiration sources are built into the product journey to guide and inform the user at their convenience.

“By opting for an online platform,” said Hargreaves, “Matalan Direct will be able to offer an ever-expanding range of products without the restrictions of in-store on-boarding constraints. Our target is to give customers maximum choice and convenience whilst remaining affordable which is why our range will retain our value price point but will also offer options to suit any budget.”

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