Home improvement and do it yourself (DIY) grew in interest for Swedish consumers since 2000. The strong development started with popular TV shows such as ??ntligen Hemma? where the popular host Martin Timell provided inspirational and practical tips to ordinary people. The programme is regarded as one of the starting points for the increasing popularity of home and garden products, often referred to as the ?Timell effect?. The projects covered everything from painting at home, gardening, crafting of terraces to building a solid house foundation. In 2013, there continued to be several similar TV shows that continued to nurture interest and brand awareness. However, with the possibility for people to make tax deductions on craftsmen services, households started to use professionals more often when doing more complex renovations at home. In addition, people regard free time as a highly sought-after commodity, which contributes to driving the demand for professional services.