Essendon sponsorship signals new era for Amart

After being on a transformation journey for the past several years, Brisbane-based Amart Furniture has signalled it is ready to take centre stage and become a co-major sponsor of the Essendon Football Club.

The five-year partnership, valued at $10 million, represents a significant investment, but a fitting one for a business coming into its own as a modern, mature furniture retailer, according to Amart chief executive Lee Chadwick.

“Over the past four years Amart Furniture has transformed. We’ve doubled our workforce and number of stores, we’ve refined our supply chain, shifted our focus to customer service and re-branded,” Chadwick said.

“We’ve come a long way and are now ready to take center stage.”

Under Chadwick’s leadership, the business has more than doubled its workforce from 885 to 2000 employees, expanded from 35 to 63 storefronts, including its first store in the Northern Territory, simplified its supply chain from 200 suppliers to 30 and invested in new products and technology.

In February, the company that was long known as Super Amart rebranded as Amart Furniture to reflect its new focus on quality furniture rather than a superstore stocking mass-produced pieces.

Chadwick said the Essendon partnership is the “final piece of our evolution”.

Essendon CEO Xavier Campbell echoed Chadwick’s comments, saying that Amart was a “fantastic fit” for the club.

“They are a truly national brand on a significant growth trajectory and it is a privilege to welcome Lee and the Amart team to the Essendon family,” he said.


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