Wilko's Slogans & Taglines

Wilko Ltd. (formerly Wilkinson Cash Stores and Wilkinson Hardware Stores) was founded in 1930 by James Kemsey Wilkinson in Leicester, England. Initially selling household goods and DIY essentials, the company pioneered self-service hardware retail in Britain during the 1960s. In 1973, it launched its first own-brand product line, and by 2020 the Wilko brand encompassed over 14,000 products accounting for more than half of annual sales. The company rebranded from Wilkinson Hardware Stores to Wilko in 2014. After operating as a family-owned business for over 90 years, the company entered administration in August 2023, leading to the closure of all physical stores. The brand and website were subsequently acquired by The Range (CDS Superstores International Ltd.), which relaunched wilko.com as an online retailer.

The brand's core products are homewares and household goods, including DIY supplies, cleaning products, health and beauty items, stationery, pet supplies, textiles, and seasonal goods. Its extensive own-label range has been a cornerstone of its value-driven retail identity.

From its earliest days, Wilko built its reputation on the principle of "pile 'em high, sell 'em cheap", delivering affordable essentials to British families. While no single advertising slogan has defined the brand in recent decades, its enduring promise has been to help households get their jobs done "quickly, simply and at the best value prices possible". This journey reflects a shift from a single Leicester hardware shop to a beloved British high-street institution, now continuing its legacy in the digital age.