A year after Metcash’s acquisition of a 51 per cent share in Mitre 10 Group, the hardware is reorganising its operations and growing its network across the country.
Mitre 10 CEO Mark Laidlaw said the company will be implementing a three year business growth plan for its Mitre 10 retail network.
“Our key strategy is to retain the 450 independent retailers in our network from the attack of the major chains, offering those who are looking to sell their outlets alternate Mitre 10 buyers,” he said.
As part of the plan, the company will expand the range carried by Mitre 10 by over 3000 items, introduce productivity improvements into its distribution centres, establish a national distribution centre in Victoria and upgrade Mitre 10’s customer order management system.
The management is working to improve Mitre 10’s distribution work providing ‘best practise’ supply chain technologies based on the Metcash model.
The group has also developed a strong marketing and promotional program that builds on the Mitre 10 brand, with the recent launch of a advertising campaign featuring TV personality Scott Cam as the new face of Mitre 10.
A major focus has also been on improving ‘in-store’ standards and customer service that supports Mitre 10’s “Mighty Helpful” brand essence.
Commenting on Masters, the new hardware store that is a joint venture between Woolworths and US retailer Lowe’s, Laidlaw said the company is not phased by the new competition.
“Woolworths’ entry into the $36 billion hardware market is a challenge but it is no different to the grocery market where Woolworths and Coles control a market share of more than 74 per cent,” he said.
“We have taken the learnings from the successful Metcash IGA model and are applying them to Mitre 10, with our core principle being that we will not compete with our customers.”