SMITHS CITY'S NEW ERA
WORDS and PHOTOS Joshua Brosnahan
One of the newest retailers to join The Colombo family is none other than iconic Kiwi brand Smiths City – and the latest jewel in the Smiths City crown offers a sharp new retail offering, with a fresh approach to customer service.
After 102 years in business, you can imagine Smiths City has slowly but surely transformed somewhat over the years, but nothing beats the last six months of growth. New owners Polar Capital have invested in the brand, and the rollout of a new approach means the new store is slick, spacious, and well-appointed.
Housed in the former Spotlight site, you would be forgiven if you didn’t recognise the space. It’s bright, easy to navigate, and the friendly, approachable team are ready to help.
Brands such as Samsung and Bosch have dedicated areas on the floor, packed with appliances and the latest in phones, whiteware, and more.
Store Manager Kevin says there has been a huge investment from the company and suppliers on the fit-out.
“It just looks fantastic. The customer feedback has been unanimously positive. The layout of the new store here at The Colombo means it is easy to navigate; everything from the lighting to the flooring, to supplier displays, has been thought out very carefully, to make sure the customer journey is complete.
“We have great brands in our range, including but not limited to Sleepyhead, Fisher & Paykel, Samsung, Phil & Teds, Russell Hobbs; the list goes on.”
While a lot has changed over the last century in operation, Smiths City remains to this day a 100 per cent New Zealand owned and operated company. While the products they sell have evolved and modernised, the company still holds on to its old-school, regional values. In fact, stores across New Zealand are now named after the regions they reside in.
Dave Boyte is the Marketing Manager for Smiths City, and he mentions the push to ensure the brand’s voice has adopted more of a Kiwi persona.
“We worked with a brand agency and created a tone of voice which we believe is inherently Kiwi and ‘tongue-in-cheek’ across our advertising. I like that this approach is refreshing and completely different from our competitors. It has been exciting bringing the brand to life.”
Kevin warmly invites Avenues readers to experience his store.
“Come down and meet the team at The Colombo! You’ll see how Smiths City has upped our brand variety and products, not to mention our service. We think you will really love the changes we have made as a business, and we look forward to welcoming you.
“Remember, kitting out Kiwi homes is what we do, and it is still a core value of Smiths City, today.”