Niche e-commerce specialist OZhut has defied the statistics and expanded its online offering, with the launch of OZKitchenware.
OZhut specialises in establishing online stores for niche market sectors, with 12 different ecommerce websites representing product categories as diverse as breathalysers, bubble wrap, telescopes, dog beds and motorcycle gear.
Now it has expanded into kitchenware.
“Having built a few niche stores in the journey thus far, we felt that a more mainstream category would allow us to share our e-commerce expertise with the wider community,” says Wai Hong Fong, OZhut’s MD.
After just three weeks’ trading, OZKitchenware is already attracting attention from aspiring ‘masterchefs’ and Fong predicts it will achieve more than $200,000 in profits over the next couple of months.
A mainstream category like kitchenware marks a big step from telescopes.
“In the beginning, we sold pretty much anything we could get our hands on. Dancing shoes, ladies leather boots, and telescopes!,” recalls Fong. “Very few suppliers were willing to give us product to sell because they perceived online retailers to be less credible and just ‘market spoilers’.”
The company focuses on being the best in each niche area, through its offering of quality products, by building and fostering a loyal community, offering educational materials and providing exceptional customer service. OZhut’s flagship store, OZScopes.com.au proves the effectiveness of this model by claiming the title of Australia’s favourite destination for telescopes and binoculars.
“Most of our team are passionate foodies. So this is very exciting news for everyone as we get to engage another one of our passions in our workplace.”
Fong says he believes that locally, online retail still lacks in service, passion and community engagement.
“When you walk into a bricks and mortar store today like Myer or David Jones, this is far from their focus. There are unmanned counters, it’s difficult to find help, they carry a small range and high prices which all contribute to the retardation of retail growth in Australia.”
