Master stroke still in store

The arrival of a new competitor on the market in Australia is imminent. The Masters DIY and home improvement chain will be operated by a joint venture entered into by the Woolworths supermarket chain and Lowe’s, the US home improvement group that is number two on the global market. The partners announced the name of their new brand at the beginning of May. This year Woolworths acquired the five stores of the home warehouse chain Magnet Mart in preparation for its market entry. The first Masters store is to be opened near Melbourne, capital of the state of Victoria, in either September or October. The plans foresee an overall retail area of 13 500 m², which will include a separate trade department. An opening in Queensland is expected to follow. Lighting, paints and varnishes, flooring, kitchens, outdoor furniture, domestic appliances, garden, walls and windows, power tools, storage systems, sanitary ware and bathroom fittings are the product categories that will be covered by the stores. According to the company, the range includes many products that will be available for the first time in one single shopping venue in Australia. The intention is also to attract “tradies”, as trade or professional customers are called in Australia. The CEO of Masters is Don Stallings, the former head of Lowe’s in Canada. The new DIY retailer intends to open 150 outlets within five years and so, in the opinion of industry observers, get the better of the Australian market leader Bunnings. “In years to come we believe this brand will become a very familiar one for Australian DIYers, so it was important to choose a strong and simple name that will stand the test of time,” explained Stallings upon introducing the plans for the new brand and indicating the direction that it is expected to take. The Masters brand was developed by the Hulsbosch brand identity consultancy, which is regarded as one of Australia’s leading agencies in this field. It is the same agency that was responsible for the Woolworths rebrand as well. On the subject of the brand development Hans Hulsbosch said “Choosing a brand name is all about really understanding the brand objectives. For Masters we wanted something timeless that would be instantly memorable and recognisable for all customers.” In his opinion the new brand “stands for trust, skills, professionalism and excellence, and we hope it will inspire our customers to master whatever job they are doing in their home.” Download: