Our Retail Yearbook series explores the events of 2017. Part five includes the Biggest Whoopsie, Most On-trend Fit-out and Most Wholesome Campaign awards
Biggest whoopsie – Winner: 123 Mart
Runner-up: Eat My Lunch, for its open letter encouraging MPs to “take real action against child poverty” by becoming customers.
Dollar store chain The 123 Mart was prosecuted by the Commerce Commission for selling unsafe toys and other goods, and was convicted in October. The chain, which was founded in 1995, had a $337,000 fine imposed, which ultimately saw the company placed into liquidation. In sentencing at the Auckland District Court, judge Rob Ronayne noted that The 123 Mart had been twice warned by the Commerce Commission, “and even after prosecution commenced it continued to offend and lied as a cover-up. Its behaviour had been cavalier and brazen.”
Most on trend fit-out – Winner: Lonely, Newmarket
Lingerie label Lonely’s Newmarket location, which opened in February, was a mixture of soft yet open-air spaces. The Millennial pink walls are adorned with rose gold and bronze-finish features. Rich navy velvet contrasted with brass curved walls, and beautiful textured linen alongside dark and light oaks. The simple fit-out suits many of the year’s interior deco trends while also strongly communicating the Lonely brand.
Most wholesome campaign – Winner: Merchant 1948’s autumn 2017 ‘staff stories’
Runner-up: Karma Cola
The April campaign from Kiwi shoe retailer Merchant 1948, formerly known as Overland, features its staff at front and centre. The ‘staff stories’ campaign includes images of a diverse cast of key staff, paired with heartwarming stories about their relationships with people close to them. The wholesome campaign shows how the company places importance on its staff and their life stories, focusing on people as individuals rather than just additions to a brand.