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Owners of the Guthrie Bowron franchise are renovating one of the country's oldest brands and aiming to increase its share of the home decorating market.
The paint and wallpaper firm that expanded into curtaining has recently added carpet to its retail offerings and aims to be a one-stop home decorating concept.
The company plans to make the change over the next 12 months.
The master franchisor, the investment firm Waterman Holdings, bought the brand in 2005 and says it recognised growth prospects in turning Guthrie Bowron into an interior decorating firm.
The makeover was pushed ahead in November with a new advertising campaign by ad agency M&C Saatchi although so far only 17 of the 57 franchised stores has introduced the new look. None of the new look stores is in Auckland.
Established in 1896, the paint retailer was owned for several years by international paint giant and Dulux manufacturer ICI.
Management bought the company in 1992 and it moved to the franchised model and then into curtains in 2000.
Guthrie Bowron marketing manager Brendan Martin said the company had an established brand but it was changing to meet customer needs.
Martin said the company was working with franchise holders to expand knowledge.
In a retail market where consumers are interested in aesthetics the makeover will be welcomed and Waterman has acknowledged that the traditional brand will benefit from an update including its own new colour scheme.
Waterman aims to develop the business through increasing average store turnover and opening new stores.
Among the company's 50-plus investors are interior retail veteran David Levene.
Waterman was formed in 2004.
