Morrisons has introduced a new in-store DIY aisle through a partnership with Wilko, marking a shift in how the supermarket integrates home improvement products into its retail spaces. The first concession launched at its Speke store in Liverpool in late March.
The move forms part of a broader strategy to reshape store layouts and respond to changing customer demand. More than 20 additional locations are expected to follow during 2026, extending the collaboration across the UK.
New Wilko Concessions Bring DIY Retail Into Supermarket Aisles
The newly launched aisle offers a curated selection of Wilko products, including paint, decorating tools, household essentials and car care items. According to The Grocer, the Speke branch is the first of over 20 stores set to introduce the concept during the rollout.
The range includes practical home improvement items such as Tough and Washable emulsions, One-Coat Gloss paints and products from the Statement Walls collection. These are designed to support both quick decorating tasks and more extensive home updates, while remaining accessible during routine grocery shopping.
A Morrisons spokesperson stated that the Speke opening represents “the start of an exciting new partnership”, adding that further stores will adopt the format later this year. The integration of Wilko’s product lines reflects its long-standing presence in the UK homeware sector, bringing more than 90 years of retail experience into Morrisons’ stores.
According to reporting from Birmingham Live, the concession also includes everyday household goods and automotive accessories, expanding Morrisons’ non-food offering. The aisle is branded with Wilko’s recognisable red design, distinguishing it within the supermarket environment while maintaining consistency with the wider store layout.
Strategic Store Changes Follow Wider Restructuring Efforts
The introduction of Wilko concessions comes amid broader operational changes within Morrisons stores. The company has recently closed or reduced several in-store services, including cafes, meat counters, fish counters and pharmacies, as part of a restructuring effort.
According to earlier company statements cited in retail coverage, these decisions were described as necessary to “renew and reinvigorate” the business, with a focus on areas customers value most. The addition of third-party concessions, such as Wilko and a previous partnership with Holland & Barrett, reflects this shift towards diversified in-store offerings.
Other updates have also been implemented across Morrisons locations. Accessible toilets have been adapted to become stoma-friendly, featuring added facilities such as storage shelves, disposal bins and mirrors to improve usability for affected customers. In parallel, checkout systems have been upgraded with newer, more efficient designs.
Not all changes have been universally welcomed. The supermarket has trialled pay-to-use cash machines in some convenience stores, prompting criticism from customers who had previously accessed free withdrawals. Morrisons clarified that these machines are operated by external providers and that the change aims to retain access to cash services where removal might otherwise occur.
Alongside these developments, Morrisons has continued to promote pricing initiatives and seasonal products, including discounted vegetables and new bakery items. While these offers sit separately from the Wilko partnership, they form part of the same broader effort to maintain customer engagement during a period of transition. The rollout of DIY aisles signals a notable evolution in supermarket retail strategy, blending grocery shopping with practical home improvement solutions under one roof.
