“It’s particularly true for kids as trying to clothe a family is increasingly difficult, so getting quality garments at a great price is really important to our customer. Murray says it’s a decision to price for affordability and adopt a lower profit margin, knowing what the average Kiwi spends a week on clothing.
These changes tie into Postie’s adoption of what it’s dubbed a “responsible retailing” model, which will see over one million of its clothes’ prices cut by 30 percent.Įxamples it gave included kids’ winter thermals dropping from $12 to $6, 100 percent merino cardigans for $25, which is 36 percent cheaper than last winter, and kids’ flannel pajamas down from $20 to $10. The brand’s overall look, catalogue and stores have also been “refreshed” by Saatchi & Saatchi, while the phrase “Look good.
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Murray says Postie’s new ad campaign is a bricks-and-mortar led campaign that’s trying to touch as many Kiwis in-store as possible.Ī new advertisement was released on TV earlier this week which focuses on Postie’s new prices and the savings consumers will get from them. “We’ve had a real focus on bringing the kids offer in line with the rest of the offer, so it’s now a family store for all Kiwis built on the back offering that a modern retailer has to have.” Murray says the aim of the changes is to make Postie Plus a great local retailer backed by a great global retailer. Postie Plus has a new IT system, a new distribution partner, new management and 50 percent more stock in stores, including new ranges from Jockey and Bonds. Pepkor South East Asia managing director Jason Murray says “quite a lot” of changes have been made since the purchase. Lee has previously worked with Australian fashion labels Witchery, Country Road and Nine West. Out of the 82 remaining Postie Plus stores, 65 were kept, while Henry Lee replaced Richard Binns as CEO in April 2015. Pepkor’s initial strategy was to use its purchasing power to reduce stock costs and fatten margins. At the time of acquisition, the discount clothing company was in trouble due to market pressure, trading losses and supply chain disruptions after it outsourced its distribution centre to a third party. Pepkor has spent the last year or two crafting a platform for Postie Plus to relaunch off. Its purchase of Postie Plus marks Pepkor’s first venture onto New Zealand soil. Pepkor is also a subsidiary of Steinhoff International, which is listed on the Frankfurt stock exchange and is the owner of furniture company Freedom NZ. Pepkor, which is the parent company of global retail brands like Best & Less, Harris Scarfe and Mozi, acquired Postie Plus from voluntary administration in 2014.
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