New look for retail icon
This follows a renovation to its Mosman, Sydney store three years ago, and its Tullamarine Airport store two years ago. Sydney CBD is next on the agenda in the medium term planning, says Henry Bucks MD, Tim Cecil.
The fifth generation family business began trading in 1890 and opened its Collins St store in 1972. It has a loyal, albeit ageing customer base, so the revamp aims to reach out to a much wider demographic, said Cecil.
“We are definitely conscious of needing to attract a new client, because the life cycle of our customer base is not forever,” he said.
“We’ve been trying to attract a younger consumer, but more to get them involved and then hopefully maintain them for a length of time.
“We’ve been working hard from a product perspective, with more contemporary brands and more contemporary products,” he said.
Red Design Group was responsible for the redesign of Tullamarine, and now Collins St. Cecil says the concept behind Collins St was to give the store a “lighter and more contemporary feel, better customer flow, and to fill it with new products and brands”.
Henry Bucks offers a mix of classic and contemporary brands, including Slowear (exclusively), as well as Sealup, Buttero, Paul Smith, and Richard Jones.
“It’s really having that curated eye, that taste level and selection to put together a multi-brand offering that takes all the hard work out of things for customers,” said Cecil.
Customer service has always been the key philosophy for Henry Bucks, and is still at the heart of everything it does, with little extras playing an important role, such as a cup of coffee or single malt whisky.
“We really feel more and more for bricks and mortar retail, great customer service is at the heart of everything, because if you’re just looking for convenience you can shop online.
“There’s got to be a reason for you to spend time on your Saturday, or during the week to shop,” he said.
This story first appeared in Inside Retail PREMIUM, issue 1999.
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