Masters will soon be the talk of the town after Woolworths and US chain Lowe’s announced it as the brand that will help make their entrance into the $42 billion Australian home improvement sector.

The first Masters store will open in September/October at Braybrook, Melbourne with a 13,500 square-metre outlet that will feature a  separate trade-only area dedicated to the building and professional industries.

Masters CEO Don Stallings said Masters will be launched to represent trust, knowledge and expertise – all the qualities that are planned to be offered to its future customers.

“We are delighted to finally be able to reveal the Masters name and to pinpoint the first store location.  With just a few months to go until opening, we’re putting the finishing touches to our plans and we are confident that our customers will be as excited as we are when they visit for the first time,” he said.

“In years to come we believe this brand will become a very familiar one for Australian DIY’ers so it was important to choose a strong and simple name that will stand the test of time.”

Stallings said alongside the commitment to great service – with staff trained a minimum 100 hours to exceed customer expectations – it will sell over 35,000 products in product categories including lighting, paint, flooring, kitchens, outdoor furniture and appliances.

“Masters is more than just a home improvement and DIY destination – we are offering products, value and service that will really excite our customers about improving their home and quality of living,” he said.

“The home improvement category is ripe for a new name and a new concept which will deliver fantastic customer service in a welcoming setting. Masters’ brand positioning will ensure Australians will eventually come to know and trust us for all their home improvement needs.”

The Masters brand was developed by Australia’s leading brand identity consultancy Hulsbosch, the people behind the highly successful Woolworths rebrand.

Following the opening of the Braybrook store, a number of additional stores will open in quick succession in Victoria and Queensland.  The business is on track to achieve its initial target of 150 property sites secured within five years.