B&Q is the UK's largest home improvement retailer with 309 stores and over 28,000 staff. Established for over 30 years, the company is known for its wide ranges of products, good value for money and a series of policies ranging from employing older people to serving disabled customers and leading on environmental issues.

A key objective for B&Q was to create better designed, own brand products that fully explore the potential for a 'Design for Life' brand. The company was keen to embody its inclusive attitude within a range of products on sale in its stores.