Coles to retire two liquor brands, boost another
Coles will retire two liquor brands to focus on a third – a move hoped will better take on Dan Murphy’s.
On the block is First Choice Liquor Markets and Vintage Cellars – affecting about 160 stores nationally.
They will within nine months start to be rebranded Liquorland’s.
The Coles Group Liquor arm will still adopt a three brand strategy though – set to introduce Liquorland Cellars and Liquorland Warehouse outlets.
All up, it will manage 984 stores.
Liquorland grows 25pc
The number of Liquorland branded store is expected to rise 25pc following the consolidation – “the biggest transformation in the history of Coles Group Liquor, according to its chief executive officer, Michael Courtney, who mooted the move in September.
“We believe it will have a meaningful impact on how we serve customers the drinks they want, when they want them, and how we partner with suppliers to deliver value,” he added.
It is also expected to increase the ability to offer unified pricing, promotions and range.
Management is also expected to better promote the retailer’s price match strategy – as Dan Murphy’s has effectively over the years.
Dan Murphy’s has since 2021 been controlled by ASX-listed Endeavour Group, with 270 stores until then owned by Woolworths.
Woolworths still owns the BWS brand – with some c1450 outlets, the bulk (426) in Queensland followed by New South Wales (374) and Victoria, with 330 (story continues below).
Jeanswest collapses again
Meanwhile, Jeanswest has collapsed again.
The move by administrator Pitcher Partners for Hong Kong based Harbour Guidance means some 600 people across 90 stores will be unemployed.
Harbour picked up the retailer when it last fell in early 2020.
“The owners have done everything they can to keep Jeanswest going,” administrator Lindsay Bainbridge said in a statement.
“But market conditions mean sustaining bricks-and-mortar stores is not viable and unlikely to improve,” he added
Stock will be sold down.
Jeanswest was established in Perth in 1972.
Hong Kong’s Glorious Sun owned it between 1994-2017 when it traded to the private Howsea Limited.
Subscribe to our newsletter at the bottom of this page.
