Woolies confirms home improvement name
May 02, 2011
May 02, 2011
Source: Inside Retailing
Woolworths and Lowe's new home improvement chain will be called Masters.
The first Masters open in September or October at Braybrook in Melbourne, with a 13,500sqm outlet including a separate trade-only area dedicated to the building and professional industries.
Following the opening of the Braybrook store, a number of additional stores will open in quick succession in Victoria and Queensland. The business is on track to achieve its initial target of 150 property sites secured within five years.
Masters CEO, Don Stallings, said the launch will represent a new era in customer service while delivering a unique customer experience never encountered before in home improvement.
"We are delighted to finally be able to reveal the Masters name and to pinpoint the first store location," said Stallings. "With just a few months to go until opening, we're putting the finishing touches to our plans and we are confident that our customers will be as excited as we are when they visit for the first time," he said.
"In years to come we believe this brand will become a very familiar one for Australian DIY'ers so it was important to choose a strong and simple name that will stand the test of time. Masters represents trust, knowledge and expertise - all the qualities we plan to offer to our future customers."
Stallings said that alongside the commitment to great service - with staff trained a minimum 100 hours to exceed customer expectations - its range of more than 35,000 products and an air conditioned, clean and comfortable store environment will differentiate Masters from many of its competitors.
"Masters is more than just a home improvement and DIY destination - we are offering products, value and service that will really excite our customers about improving their home and quality of living.
"The home improvement category is ripe for a new name and a new concept which will deliver fantastic customer service in a welcoming setting. Masters' brand positioning will ensure Australians will eventually come to know and trust us for all their home improvement needs."
The Masters brand was developed by brand identity consultancy, Hulsbosch, who also worked on the Woolworths rebrand.
Of the brand development, Hans Hulsbosch, said choosing a brand name was about really understanding the business objectives. "For Masters we wanted something timeless that would be instantly memorable and recognisable for all customers. It stands for trust, skillful, professional and excellent and we hope it will inspire our customers to master whatever job they are doing in their home."
Masters' range of product categories will include lighting, paint, flooring, kitchens, outdoor furniture, appliances, gardens, walls and windows, power tools, storage, plumbing and bathrooms. Products will include many not previously available in a single location in the Australian market.
The first Masters open in September or October at Braybrook in Melbourne, with a 13,500sqm outlet including a separate trade-only area dedicated to the building and professional industries.
Following the opening of the Braybrook store, a number of additional stores will open in quick succession in Victoria and Queensland. The business is on track to achieve its initial target of 150 property sites secured within five years.
Masters CEO, Don Stallings, said the launch will represent a new era in customer service while delivering a unique customer experience never encountered before in home improvement.
"We are delighted to finally be able to reveal the Masters name and to pinpoint the first store location," said Stallings. "With just a few months to go until opening, we're putting the finishing touches to our plans and we are confident that our customers will be as excited as we are when they visit for the first time," he said.
"In years to come we believe this brand will become a very familiar one for Australian DIY'ers so it was important to choose a strong and simple name that will stand the test of time. Masters represents trust, knowledge and expertise - all the qualities we plan to offer to our future customers."
Stallings said that alongside the commitment to great service - with staff trained a minimum 100 hours to exceed customer expectations - its range of more than 35,000 products and an air conditioned, clean and comfortable store environment will differentiate Masters from many of its competitors.
"Masters is more than just a home improvement and DIY destination - we are offering products, value and service that will really excite our customers about improving their home and quality of living.
"The home improvement category is ripe for a new name and a new concept which will deliver fantastic customer service in a welcoming setting. Masters' brand positioning will ensure Australians will eventually come to know and trust us for all their home improvement needs."
The Masters brand was developed by brand identity consultancy, Hulsbosch, who also worked on the Woolworths rebrand.
Of the brand development, Hans Hulsbosch, said choosing a brand name was about really understanding the business objectives. "For Masters we wanted something timeless that would be instantly memorable and recognisable for all customers. It stands for trust, skillful, professional and excellent and we hope it will inspire our customers to master whatever job they are doing in their home."
Masters' range of product categories will include lighting, paint, flooring, kitchens, outdoor furniture, appliances, gardens, walls and windows, power tools, storage, plumbing and bathrooms. Products will include many not previously available in a single location in the Australian market.
