Gift and Homewares Australia (GHA) has launched a new brand identity, Australian Gift & Homewares Association & More, to reflect its future strategic approach within the retail sector.

Complementing the brand redesign, the organisation is reverting back to its original name of Australian Gift and Homewares Association (AGHA).

“We are Australian, and we are an association,” David Leek, AGHA CEO, said.

“So we think it’s in our members’ best interests to promote ourselves as such, and avoid any confusion about our purpose – which is to serve our members across all states and territories.”

A key objective for AGHA will be ramping up its activities in the areas of advocacy and support, not just in the gift and homewares sector, but in the retail industry as a whole.

“We want to ensure that in a constantly changing retail environment, our members’ voices are heard at a federal, state and local level. To champion causes on their behalf, we need a strong and viable brand presence,” said Mr Leek.

The new brand positioning, developed by Matter Design, will aid transition into this new strategic approach, and clearly communicate AGHA’s role as the industry voice for gift and homewares’ retailers and suppliers.

 “This is a sector that has been hard hit by various challenges, and it’s a sector that contributes enormously to the Australian economy. With an estimated value of $20 billion, and 150,000 store outlets, the sector provides employment for countless Australians – and we want to keep it that way,” he said.

Research revealed the association needed to change perceptions that it was merely a trade show organiser, and develop a more holistic brand that would underscore the enormous value of AGHA membership.

The ‘& more …’ in the new brand design reflects AGHA’s core values: to be ‘more’ things to ‘more’ people. It communicates the new proposition of AGHA and provides a visual platform for the association to find, create and deliver what their members most need.

“We will be investing in services that will help to grow the retail industry and the professional skills of those who operate within the sector,” Leek said.

“The explosion of online shopping increases the buying options for Australian consumers and creates challenges for our suppliers and retailers. We will help members navigate this new world and embrace the opportunities online affords.

“Our aim is that AGHA will become the ‘go-to’ hub for advice, support and intelligence on how to operate and prosper in today’s complex and dynamic retail environment – as well as being the conduit for likeminded people to come together to network, learn, form relationships and have fun.”