First shot in a retail revolution fired 30 years ago
This article discusses the growth of The Warehouse.
Retail analyst Tim Morris, of Coriolis Research, says the secret of the company’s success does not lie in any clever branding. “They could have called themselves anything – Tindall’s – it didn’t matter what they called it, it was successful and they did what they did well.
“If you’re a discount store some people don’t like that image, some people don’t want to shop there, some people wouldn’t be seen dead in it. Others love it, others think it’s great, it helps them save money, they are on a fixed income.
“But Morris says the company has now evolved beyond the discount store and has been drifting a little bit.
“Because the Warehouse do a whole lot of things, some of them well, some of them not so well, they compete with a huge range of people.”
“In a relatively small market like New Zealand, where they’ve gone into saturation, small moves by the competition can mean a great deal.”