Online sales growth of nearly 50 percent drives strong results for Mitre 10

  • News
  • October 25, 2017
  • Sarah Dunn
Online sales growth of nearly 50 percent drives strong results for Mitre 10

Mitre 10’s online sales grew by 48 percent last year. The hardware chain’s focus on ecommerce is just one of the initiatives that’s contributed to a year-on-year revenue bump of 9.8 percent in its latest annual results.

Group revenue for the year to June 30 was a total of $1.364 billion, up from $1.240 in 2016. Mitre 10 chair Martin Dippie attributed the strong performance to a number of external and internal factors, including a buoyant property market, sustained consumer confidence, and a committed team of members.

Mitre 10 stores are owned by store owners who are members of the Mitre 10 Co-Operative, which sources products and provides marketing and retailing services to the stores.

“Our customers have responded to our expanding product range, and ongoing investment in providing the highest level of customer service such as our new retail and trade online platforms and the innovative showrooms launched instore,” Dippie says.

“Our members are continually investing in their stores, upgrading, expanding and finding new ways to deliver the best in-store experience for our customers. Complementing this in-store growth is our commitment to create a complete online experience for our customers as well, from inspiration to advice and product purchase – we’re focused on delivering the best options, product range and service to customers.” 

As well as reporting growth in online sales of 48 percent, Mitre 10 added another 7,000 SKUs to its online product range.

Mitre 10 chief executive Neil Cowie says omnichannel appeals strongly to both retail and trade customers because purchasing online offers the freedom to access inspiration, advice and price comparisons 24/7.

Shoppers “do their homework” online, says Cowie, and can then visit their local bricks and mortar store to view products in the showroom and access advice from staff. The co-operative has 81 stores around New Zealand and employs around 5,000 team members.

“Our recent kitchen showroom rollout helped drive a strong increase in kitchen sales, compared to 2016, and we are also rolling out our new bathroom showrooms which we expect will perform well.” 

Trade continues to be a key part of Mitre 10’s offering, with building supplies generating sales growth of around 15 percent this year. Growth in direct-to-site sales and timber sales reflects a buoyant construction sector and strong demand for new housing.

Cowie says Mitre 10 members have continued to invest in the company’s trade network, mentioning an update to its online trade ordering portal, the Mitre 10 Trade Hub.

The company is confident about its long-term future, says Dippie, signaling a number of new stores and existing store expansion opportunities across the country.

​ ​

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.


Direct sales: How multi-level marketing works

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: How multi-level marketing works

The $200 million-plus direct sales economy contains many lessons retailers can use. As part of a wider look at this thriving corner of retail, we created a quick explainer showing how this business model typically works.

Read more

Direct sales: Meet the upliners

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the upliners

We profiled different participants in the direct sales industry to find out what retailers can learn from them. Meet Isagenix distributors Adam Nesbitt and Bianca Bathurst.

Read more

Direct sales: Meet the business builder

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the business builder

As part of a wider story looking at what retailers can learn from the direct sales industry, we profiled Isagenix distributor Ben Frost.

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.

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 ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
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 ...

Leveling up: Exploring multi-level marketing in New Zealand

Is the $200 million-plus direct sales economy retail by another name or something different? Regardless, what can we learn from it?


A spectrum of retailers

  • Opinion
  • April 18, 2019
  • David Farrell
A spectrum of retailers

In recognition of April being Autism Awareness Month, retail commentator Dave Farrell considers the role of those on the spectrum in retail.

Read more

How on-trend is your retail business?

  • Sponsored Content
  • April 18, 2019
  • Sponsored content
How on-trend is your retail business?

New insights from Visa highlight five evolving trends emerging from savvy retailers around the world. We’ve taken these global trends and looked at how they are playing out with merchants in New Zealand, and we’d now like to hear what you think of them.

Read more
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