Latest Australian foray into UK market

Over many years big Australian companies have forayed into the UK market, assuming that the common language and head of state guarantees success. They have  almost all been  wrong- banking, distribution, construction and retail.

Failure always due to not understanding the differences in culture. Latest and largest is the highly respected Westfarmers' Bunnings division takeover of UK Homebase. Apart from disposable income issues in the UK, they failed to discover the simple marketing fact that a much higher proportion of women shop in DIY shops in the UK than in Australia and that they are not impressed by big meaty men trying to sell them Australian sized barbeques, amongst other such stuff.

To win the advertising account for UK B&Q stores many years ago, with great success to come from it, Trevor Fearnley first had people outside every store, interviewing customers. It's not rocket science.