Smiths City opens first rebranded Furniture City store in Whangarei

The new Smiths City store on the corner of Porowini Ave and Tarewa Rd. Photo / Michael Cunningham

Whangarei's former Furniture City outlet opened its doors on Monday rebranded as Smiths City.

The 1980sq m store, at 27 Porowini Ave, is the first of three North Island Furniture City stores to be rebranded after Smiths City bought the trio early in 2016.

Wairau Park (North Shore) and Mt Wellington will follow suit later this year.

Roy Campbell, chief executive of Smiths City Group, said Whangarei was an important market for the national retailer as it continued to grow its presence in the North Island.

"The acquisition of Furniture City, and the opening of new stores in Taupo and Hastings, have extended our reach into markets that offer long-term growth prospects.

"While online shopping has intensified competition, it does not spell the end of bricks and mortar stores.

"In fact, in our core categories of furniture and appliances, our stores become more important. Customers shopping for these core categories want to touch and feel the products before they buy.

"They want to sit on the sofa, test the comfort of the bed, see whether their chosen fridge has all the storage compartments they need.

"Good service, no-fuss delivery and the confidence that customers can talk to someone just down the road to make things right are highly valued by Kiwis. Importantly, these qualities will beat - hands down - a good deal from a faceless retailer with no obvious fixed abode."

To celebrate the opening this week, there will be dozens of opening specials in store including an auction with $1 reserve at 2pm on Friday, Saturday and Sunday. There will also be dozens of opening half-price door buster deals.

Mr Campbell said Smiths City is in its second year of transformation, with new format stores being steadily rolled out, new furniture designs and suppliers.

In March, Smiths City opened the first of its new format stores in Hastings.

"The changes we're making are a direct result of feedback from our customers," he said.

Next year, the NZX listed retailer will celebrate its 100th anniversary and Mr Campbell said the secret to the retailer's longevity lay in its ability to evolve and reflect changing market needs.

Smiths City Group Limited was founded in Christchurch in 1918 by Henry Cooper Smith. The company operates in two principal areas - retail trading and finance.

It operates 37 Smiths City stores nationwide offering a full range of home appliances, furnishings, heating products, carpets and sporting goods throughout all 37 locations.