Business Migrates North

Early this year there was considerable discussion around Kerikeri streets about the fate of a large and somewhat rundown building that once housed Woolworths and then Countdown. It had stood unused for many months and the scuttlebutt was that Farmers were closing down their Kaitaia store to relocate to the slightly bigger town further south.

The gossip was inaccurate and by midyear the speculation was put to rest with the announcement that homeware retailer Briscoes was taking over the building and opening up for the first time in Kerikeri.

Corporately it's known as Briscoe Group Limited. The majority shareholding is owned by a trust in the name of the Group Managing Director and Deputy Chairman, the affable Rod Duke. It operates 80 stores throughout the country under three brand names - Briscoes Homeware, Living & Giving and Rebel Sport - and employs 1,800 people. So the decision to set up in Kerikeri is not taken lightly. They research and assess and their feedback suggested future growth for the town.

The company had experience converting what they term "smaller footprint supermarkets" elsewhere. The old Countdown supermarket didn't have the shape Briscoes wanted, the internal space had too many columns for their purpose, the lighting was dull and it lacked storage space so refurbishment was crucial.

The entire interior was repainted up to and including the ducting to lighten the store, the lighting was upgraded to energy efficient fittings including LED spotlights, the layout was designed to blend those columns as far as possible into the background and a purpose-built storage area was added to the rear of the building.

The upgrade benefitted a number of local trades-people like builders, electricians and painters. It took eight staff four days to install the shelving and joinery and 20 staff working practically non-stop for 17 days to process all the merchandise and place it in-store on shelving.A dozen Briscoes staff members experienced in set-up procedures flew to Kerikeri from various locations so local motels and restaurants also benefitted.

Next on the list was recruitment. In addition to the locally-based retail and assistant retail managers the company has employed a further 12 locals to cover full and parttime roles. An experienced existing staff member relocated to the Far North from Hamilton.

Opening day was originally planned for Labour Weekend until Briscoes opted for what they call a 'soft' opening several weeks before so staff and the shop could become familiar with each other and customers. Despite the almost shy beginning the community jungle drums ensured foot traffic and no wonder when bath sheets for just $10 were one of the bargains.

The more formal opening saw Tammy Wells, the long-time television presenter for the company, arrive for a guest appearance. She is to Briscoes what Vince Martin is to Beaurepairs and has been the face of the company for nearly quarter of a century. In fact, speaking of longevity, Briscoes is one of New Zealand's oldest-established companies that began operating as Arthur Briscoe & Co. in Dunedin in 1863 as wholesale ironmongers and hardware merchants, selling shovels, sledgehammers, sheet iron, billies and blacksmith's bellows to cater for the gold rush.

Have other local businesses benefitted from Briscoes' arrival? Wade Little, owner of Neon Café, says he's noticed a small increase in customer numbers but more
significantly are the 'new faces' arriving for morning and afternoon tea. Also in The
Hub Mall adjacent to Briscoes is the new location for electronics firm Scottronics. They haven't experienced an increase in walk-ins as a result of Briscoes being near-by but most of their customers are contracted. They have little foot traffic that's not expected.