The rebrand is all part of the store’s promise to be transparent and no-frills. A new mascot – a pointer hunting dog – will become the face of the business.
Marketing consultant Bianca Edenborough says while the dog is currently nameless, he has a lot of subtext.
“It seemed like a good fit with our mantra ‘we hunt, you save’, because he’s a hunting dog, hunting down bargains and working tirelessly on our customers’ behalf,” she said.
“He’s the loyal friend with the energy to help the customers.”
The Clearance Shed prides itself on being transparent and upfront about pricing. Research conducted by the store showed its main market is mid-socioeconomic families. Edenborough said it was important the rebrand reflected the audience.
“We don’t want to be tricky with our customers, our no-frills approach goes across all parts of the business.
“A bit of humour seemed to be the right fit.”
Chief executive Craig Faulkner says a new logo would help the business stand out from the crowd.
“Many businesses now are missing character, and we’re trying to bring a bit of quirkiness to the business that we can use to tell a story in years to come,” he said.
“I think it will add significant value from a customer’s perspective.”
Because the business is performing well and is secure, it was the right time to rebrand, he said. Making the new logo a hunting dog was a no-brainer.
“We know Kiwis love the thrill of the chase and getting great deals.
“As a nation, bargain hunting is in our blood so we felt the time is right to reflect this in our brand.”
Looking to the future, Faulkner is making plans to continue to expand the business.
He is rolling out new footprints, with the Hastings and Manukau stores set to move to bigger sites this year. The Clearance Shed is also on track to expand to two more stores by Christmas. The new look will be rolled out in all 10 North Island Stores in mid-June.