The firm is Europe's biggest home improvement retail group and the third largest in the world.

It is understood to have handed a brief to TLG in a bid to stay on top of regulations being cooked up in Westminster and Brussels. Malcolm Gooderham's agency will also lobby decision-makers to introduce measures such as a reduction on VAT paid on green goods.

The hire comes after Kingfisher chief executive Ian Cheshire noted a surge in demand for products that are both environmentally friendly and good value for money. 'We're seeing something between a thriftier and a greener consumer,' he said last month.

TLG consultant Henry Goodwin said: 'We will work with Kingfisher to help cut the costs of doing business.'

Kingfisher's main brands are B&Q, Castorama, Brico Depot and Screwfix. TLG has been called in on a retained basis. The firm has previously used Hill & Knowlton to carry out public affairs work. No-one at Hill & Knowlton was available to comment. Kingfisher also uses Brunswick for financial PR.