Húsasmidjan

Complete solutions for the home

Established in 1956, Húsasmidjan is the largest building, timber merchants and DIY chain in Iceland. The company has 16 stores (7 of which have garden centres) providing both professionals and the general public with complete solutions for the home. With 750 people employees, it is now one of the 30 largest companies in the country.

We created a brand identity and store concept to meet the changing demands of the local, increasingly sophisticated home improvements market.

The requirement was to achieve a fast-track conversion of a 3,000 square metre existing retail unit acquired opposite Reykjavik’s latest shopping centre.

The concept design is more female-friendly than traditional DIY stores. The focus is on home decor – paint, tiling, complete kitchen and bathroom solutions, together with housewares, such as crockery and small electrical appliances. 

A softer lifestyle product offer and easier shopping environment has been created to provide a contemporary retail destination. Still retaining an authoritative DIY offer for the professional tradesman, the stores also utilise latest retail thinking to achieve effective selling environments.

The graphic-led decor environment provided a cost effective and flexible conversion
approach that allowed fast refurbishment and early opening. It has proved to be high popular
with target audiences.

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