Are you nesting? Emerging trend suggests retailers should tap into values and vanity

  • News
  • February 24, 2016
  • Erin McKenzie
Are you nesting? Emerging trend suggests retailers should tap into values and vanity
Farmers new homeware range

At last weeks Retail NZ's event, the CEO of the US National Retail Federation Matthew Shay said a shift in attitudes towards spending means consumers are spending more in houses and home renovations.

While he was referring to the US, we decided to see whether Kiwis have cottoned onto this nesting trend as well.

Chris Wilkinson, managing director of First Retail Group, describes nesting culture as the return to heritage values and the comfortable and familiar.

This became clear in consumers’ reactions to the Global Financial Crisis (GFC) of 2008.

Wilkinson says when the GFC hit, consumers began to think twice about what they were spending and re-prioritised where they saw value.

In an effort to save money, there was a lifestyle change where consumers began doing more for themselves including sewing, baking, cooking and repairs.

After the GFC, the hospitality industry’s sales went up but the retail industry remained static, with research showing purchases are more considered, as consumers remain purposeful and conscious of waste.

“People are over buying stuff,” Wilkinson says.

He refers to Fly Buys advertising as one of the biggest fails because it’s constantly referring to “stuff”.

Instead, he says successful businesses are those which can leverage those good old fashion nesting values, something hardware and furnishing stores can do well.

Although consciousness about spending saw an increase in consumers doing things for themselves, DIY home renovations declined.

Wilkinson says there was a fear of renovating homes “because if you spent money, you weren’t getting that back”.

However, as house prices are now increasing, so too has confidence in investing money on homes because consumers know they will be rewarded for it.

According to Statistics New Zealand’s Retail Trade Survey, hardware, building, and garden supplies recorded the largest sales volume increase in the December quarter, up 5.3 per cent.

The value of sales also rose 5.5 percent in the same quarter.

Wilkinson says the bombardment of home renovation media is also boosting consumer confidence in nesting.

He says programmes like The Block push aspirational themes demonstrate the possibilities homeowners can do themselves.

With emphasis put on both building and decorating, hardware stores and furnishing stores are reaping the rewards, he says.

One store making the most of the nesting trend is Farmers, as it recently collaborated with Bauer Media to launch the Your Home and Garden homeware range.

Shelley Ferguson, managing editor of the magazine, says entering the retail market with a range of tableware, kitchenware, bathroom ware, bedlinen and décor pieces is a natural extension of the magazine’s brand.

Farmers divisional merchandise controller Mark Prusher emphasises the way the new range allows customers to mix and match difference pieces together.

He says it’s patronising when retailers ram the idea down customers’ throats that they should “buy this and it will make your home look a certain way”.

Instead, customers should have a choice in what they put in their home.

By offering a number of ranges that look good together, he says the homeware department satisfies consumers who are increasingly take on the aspirational themes pushed in both editorial and social media.

As a result, the Farmers homeware department is “growing like never before”.

Consumers now feel the need to to express themselves in not only what they wear but also how they dress their homes, he says, meaning they shop for a look, rather than shopping for a particular item out of necessity.

“Home is a place to express personality as well as a place to live. They don’t buy a set of glasses because one broke, they buy it because they’ve seen an image of it and they want it.”

One of Farmers' competitors, The Warehouse, is also on top of this trend.

Last week it rolled out a new homewares range that looks like something straight out of a Pinterest board.  

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...


Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Global recognition for instore innovation

  • Design
  • June 20, 2019
  • Courtney Devereux
Global recognition for instore innovation

The Global Innovation Awards (GIA) program was created by the IHA and International Home + Housewares Show to foster innovation and excellence in home and housewares retailing throughout the world. This year saw 30 national winners from 29 countries. The competition is structured on a two-tier level, evaluating national and global retailers across the following metrics: Overall mission statement, vision and strategy, store design and layout, visual merchandising, displays and window displays, marketing, advertising and promotions, customer service and staff training, innovation.

Read more

Trends analysed at Chicago's International Home + Housewares Show

Each new year for retailers is another question mark in guessing what to present to consumers. Luckily in the world of retail, trade shows can ...


Shoptalk 2019: The city of lights delivers

Juanita Neville-Te Rito shares a sprinkle of retail magic from Las Vegas retail conference Shoptalk.

Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit