Warehouse Group chief executive Mark Powell is toning down the use of red in the retailer's iconic Red Sheds as part of efforts to give shoppers a better experience and shake the cheap and nasty image.
"Red is a very aggressive colour," Powell told reporters in Wellington. The company is aiming to be "discount and contemporary, not cheap and nasty," he said.
As part of a store-by-store $1.5 million refit, the use of red paint is being toned down on the outside of the stores and inside grey racking is replacing red shelves, which could be "a bit oppressive," he said.
Powell led a tour of the Warehouse Porirua store to show off the finished product. About 100 sub-standard brands that "spoil our image" have been weeded off the shelves from a range of 60,000 products.
The retailer has replaced brands including Cascade small home appliances and is phasing out Transonic electronics such as stereos and televisions. In place is Kensington, a house brand for appliances, and an exclusive multi-year deal with Haier to launch an entry level washing machine, the Aspira, which will sell at $599 and $699. It has also added the Sony, Veon and Kambrook brands.
