The Danks Group is set to relaunch Downunder Home Timber & Hardware (QLD), Blacktown Home Hardware (NSW), Home Hardware Dapto (NSW) and Weils Thrifty-Link Hardware (NSW) under its national retail banner. They join a network of more than 600 independently-owned stores nationwide.
Located in Brisbane, the Downunder business has been serving the local community for the past 14 years as Mitre 10 Downunder Solutions and according to Michael Hatzifotis, store director, it was a natural progression for Downunder to join the Home Timber and Hardware group.
“We strongly believe that becoming part of the Home Timber and Hardware group enhances our position,” said Hatzifotis.
“We can access a wider range of products through its national distribution channels and network of suppliers, as well as benefiting from the nationally recognised Home brand.
“Ultimately, this will enable us to achieve significant growth in years to come, and all the while, we can still have our own business name displayed on the door.”
Under the national banner, the independently-owned businesses centres get the use of the Danks Group’s distribution network, as well as a sound marketing strategy that works on both a local and national basis.
In addition, retailers can access the benefits of a strong national brand and support with merchandising, POS, a centralised purchasing division, exclusive products, store layout and technology, training and more.
Danks national marketing manager Andrew Senyard said the fact that retail store owners are opting to move under the brand banners is a testament to their thriving reputation for providing business growth.
“In the current hardware retail climate, it is critical that we continue to support the independent store owners and help them provide their customer-base with a large range of quality, competitively-priced products and localised service.”
In line with their relaunches, the Danks team works closely with the stores with a store redevelopment, including new product ranging, layout and often a new identity to bring the store under the brand banner and maximise its retail presence in its distinct local market.
“We understand that every store is different and they are catering for a different local market. With this in mind, we work with them to establish the best way to optimise the performance of their business,” said Senyard.
Launching with Father’s Day enables the stores to benefit from the celebrated campaigns for both Home Timber and Hardware and Thrifty-Link Hardware, including seasonal point of sale material, TV and magazine advertising, website and dedicated seasonal catalogues.
“Father’s Day is the perfect time to relaunch stores under the brand banners. The stores will see the impact of the comprehensive national and local campaigns in driving customers to the stores, building a strong foundation just in time for the busy spring and Christmas seasons,” said Senyard.
The Danks Group is looking to more new store openings and relaunches nationwide this spring.