CEO Bill Grimsey said: This could make us the Lidl of DIY and garden centres.
The range will include 1000 products. Around 200 have been launched this week. They include compost at £2.99 for 50l. A two litre rose will cost £2.49. Trowels are 99p and forks and spades £5.99.
The brand is designed to bring in 20% of Focus sales.
Focus has 170 stores, all of which are to undergo ‘Genesis’ revamps-but this has been delayed until the downturn ends said Grimsey, who predicted a pick up in 2010.
See more in Horticulture Week 31 October.