Morrisons Supermarket Introduces Wilko DIY Aisles in Major Retail Partnership
Morrisons has launched a significant new retail initiative by introducing dedicated Wilko DIY aisles in its supermarkets, marking the beginning of an exciting collaboration between the two brands. The supermarket chain, which competes with major rivals including Tesco, Sainsbury's, Asda, Aldi, and Lidl, has rolled out the new concept at its Speke store in Liverpool.
Expansion Plans for 2026
According to industry reports from The Grocer, the Liverpool location is the first of more than twenty planned stores set to feature the new Wilko concession aisles throughout 2026. A Morrisons spokesperson expressed enthusiasm about the partnership, stating: "We are pleased to have launched our new Wilko's concession in our Speke store, marking the start of an exciting new partnership. We are looking forward to rolling this out to further stores later in the year."
Product Range and Home Improvement Focus
The new DIY aisle at the Speke store offers customers a comprehensive selection of home improvement products, designed to cater to various decorating and maintenance needs. Key features of the assortment include:
- Tough & Washable emulsions specifically formulated for high-traffic areas of the home
- One-Coat Gloss paints that simplify quick decorating projects
- Statement Walls products featuring contemporary shades for home refresh projects
Beyond paints and finishes, the in-store selection extends to practical home maintenance essentials, including decorating tools, household necessities, and car care products. This expansion effectively brings Wilko's established home improvement expertise directly into the supermarket shopping environment.
Seasonal Bakery Innovation
Alongside the DIY aisle launch, Morrisons is introducing a substantial new bakery product that reimagines a seasonal classic. The supermarket has developed a Hot Cross Bun Loaf, a supersized version of the traditional Easter treat designed for sharing among families.
Jack Nicholls, Market Street Development and Operations Manager at Morrisons, explained the innovation: "The Hot Cross Bun is an Easter staple and a crowd pleaser for our customers. To super-size the traditional bake, we are introducing our Hot Cross Bun Loaf. A loaf that gives the classic bun a run for its money - bigger, juicier, and packed with even more flavour. Perfect for passing around, stealing sneaky slices and sharing with the whole family around the table."
For customers preferring traditional options, Morrisons continues to offer its standard Hot Cross Buns, available in a six-pack of fruit buns for £0.97 or The Best Hot Cross Buns in packs of four for £1.50.
