Storage World, told Inside Retail PREMIUM, that if the Howards At Home concept is a success in Australia, the company will look at launching it overseas through its master franchisees. The concept is not unlike a tupperware party, where consultants demonstrate a range of Howards products at a party in their home to friends. Consultants are paid 20 per cent of total party sales and rewarded with vouchers to the value of 10 per cent of sales that can be redeemed instore, online, or donated to charity or friend. “Our intent is to build it up into a formidable part of our business within the next two to three years. It’s going to be very much dependant on the volume of consultants working through that part of the business,” said Jordon. Howards stores are a mix of franchised and company-owned, and specialise in space management and organisational products for the home and office. Store sizes range from 350sqm to 500sqm. Categories include kitchen, bathroom, laundry, bedroom, office, living room, garage, kids, and cellar. “Post GFC with interest in franchising softening off, the fact that we’ve got a mix of company and franchise has enabled the group to continue to expand its store network within Australia, whilst not being beholden to franchisees potentially being in the wings,” Jordon said. The store network within Australia and internationally will continue to grow in 2015. “The company is very well positioned within the homewares category to really build on some significant growth in the coming years.” Jordon confirmed Howards will expand into new international markets and is in discussions with new master franchisees, but is keeping quiet on where new locations will be. This story first appeared in Inside Retail PREMIUM issue 2028. To subscribe, click here.