Maxeda - Not a DIY job

Last time we looked at Maxeda, we got it right, but came too late and the name traded away trom us before we had time to commit. This time we've been determined not to repeat the blunder. But does it all stack up the way it did then? We've re-built our model entirely, scraped through the Benelux DIY landscape again and have identified the drivers and signs we are looking for.