Complex sentence: Payless and WH Smith references were dropped and the merged chain became simply "Do It All" and marketed to appeal mainly to female consumers/interior designers i.e. the building and timber products were no longer promoted; with consequent loss of the building sector.
Split into simpler sentences: Payless and WH Smith references were dropped and the merged chain became simply "Do It All". It was marketed to appeal mainly to female consumers/interior designers i.e. the building and timber products were no longer promoted; with consequent loss of the building sector.