We had a brief chat with Roy Campbell, chief executive of Smiths City. The listed national chain sells electronics, furniture and beds, among other lines, and moved into Auckland with the purchase of the three-store Furniture City business early in 2016.
Smiths City has recently entered the Auckland market, and boomed in popularity. Can you tell me about your strategy when entering the market?
We’ve been a trusted New Zealand iconic brand for 99 years. We’ve progressively developed more as a company and are continuously looking for the best entrance point to extend our brand. Our purchase of Furniture City was a natural way to enter the critical Auckland market. Our new store that opens in Hastings this month is based on the results of in-depth customer surveys.
Emerging from this was our Live Better strategy which has only been bought to life by the launch of Smiths City Hastings on the 17th March. It is an exciting forward step that provides a seamless interface between the physical and our virtual online shopping experience. It is a logical progression for us expanding our brand across New Zealand, giving us 37 stores nationally.
Smiths City went through a rebrand with the merge. With the purchase of trusted brands like Furniture City, how has this change in the model benefited customers?
There is a logical symmetry between Smiths City and Furniture City, and both reflect our target market. The merge was part of our Live Better strategy. Through demographic profiling of the customers, we had an emergence of a strategy that allowed us to target our customers’ needs. There is a desire in New Zealand for a trusted personal relationship with a brand that provides value and a quality service.
This story originally appeared in the April/May issue of NZ Retail.