A couple of years after a major rebrand, bargain retailer The Clearance Shed has further tweaked its branding with a name change. It will be known as Crackerjack from Saturday 4th August onwards.
The Clearance Shed is a North Island-based 11-store bargain shopping chain established in 2009. It changed hands in 2015, and underwent a rebrand in 2016 that introduced “quirkiness” in the form of a mascot, a pointer hunting dog named Hunter.
“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,” chief executive Craig Faulkner then said.
Faulkner assures us Hunter will remain in situ, along with the black and yellow branding and tagline.
He says the name change reflects the business model’s evolution, explaining it’s part of a strategic plan to offer new product ranges.
“Our customer research told us that while they clearly understood we offered great value, the word ‘clearance’ has a quality perception which was limiting our future growth,” Faulkner says. “Over the last three years our stores have evolved to become less of a traditional clearance model to planned category buying, so the time is right to remove Clearance from our name. Crackerjack is a good fit for us as is a unique name we can own, and describes what we do - the team hunt the globe for crackerjack deals. We are passionate about sourcing even better value products for our price-savvy customers.”
The name change will be rolled out this week accompanied by in-store celebrations over the weekend.