Country Road
Encyclopedia
Country Road is an upscale store located in Australia
and New Zealand
clothing retailer
, with 68 free standing stores and 77 department store concessions. It is traded on the Australian Stock Exchange
, with South African company Woolworths Holdings Limited owning 88%. Country Road has a customer loyalty scheme, which enables members to receive special offers and early invitations to sales. It was changed in 2007 to require members to spend a minimum amount annually to receive benefits.
The company produces women's clothing, footwear & accessories; men's clothing, footwear & accessories; children's clothing; and homewares. In 1981, Myer purchased Country Road, but was sold in 1987-88 and listed on the share market. In 1984, Country Road began producing menswear, then in 1986, it began producing accessories. In 1988, it expanded into homewares and the American market. In 1998, Woolworths Holdings Limited acquired a controlling interest in the company. By 2000-01, Country Road had closed its American stores and started producing childrenswear.
It was relaunched in July 2004 as a company that has higher volume sales and lower product prices. In the years 2006-07, Country Road has reduced its prices by 25%, resulting in a 70% rise in sales volume. Prior to the re-launch, Country Road was a retailer with a premium price and a strong brand identity. The current head designer for Country Road is Sophie Holt (previously chief designer for women's fashion chain store Witchery). Its head office is located in Richmond, Victoria
, the Australian flagship store is located nearby in South Yarra, Victoria
. The Northern District head office is located above the flagship store of New South Wales
, in Pitt Street Mall.
Beginning 2003, Country Road entered into an exclusive agreement with Myer
department stores. Under this agreement, Country Road agreed to sell exclusively to Myer and not to its main rival, David Jones Limited
. It also included joint marketing and in-store visual merchandising. This arrangement ended in January 2007 when Country Road became a concession store
in David Jones and selected Myer stores. There were also stores in Boston
and other cities in the United States
, as recent as 2000 or later, which closed due to poor sales.
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
and New Zealand
New Zealand
New Zealand is an island country in the south-western Pacific Ocean comprising two main landmasses and numerous smaller islands. The country is situated some east of Australia across the Tasman Sea, and roughly south of the Pacific island nations of New Caledonia, Fiji, and Tonga...
clothing retailer
Clothing
Clothing refers to any covering for the human body that is worn. The wearing of clothing is exclusively a human characteristic and is a feature of nearly all human societies...
, with 68 free standing stores and 77 department store concessions. It is traded on the Australian Stock Exchange
Australian Stock Exchange
The Australian Securities Exchange was created by the merger of the Australian Stock Exchange and the Sydney Futures Exchange in July 2006. It is the primary stock exchange group in Australia....
, with South African company Woolworths Holdings Limited owning 88%. Country Road has a customer loyalty scheme, which enables members to receive special offers and early invitations to sales. It was changed in 2007 to require members to spend a minimum amount annually to receive benefits.
The company produces women's clothing, footwear & accessories; men's clothing, footwear & accessories; children's clothing; and homewares. In 1981, Myer purchased Country Road, but was sold in 1987-88 and listed on the share market. In 1984, Country Road began producing menswear, then in 1986, it began producing accessories. In 1988, it expanded into homewares and the American market. In 1998, Woolworths Holdings Limited acquired a controlling interest in the company. By 2000-01, Country Road had closed its American stores and started producing childrenswear.
History
The company was founded in 1974 by Stephen Bennett, initially as a shirt label. It grew rapidly to become Australia's first lifestyle brand. It's growth during the 90's extended in both product range and location, operating over 100 stores at its peak.It was relaunched in July 2004 as a company that has higher volume sales and lower product prices. In the years 2006-07, Country Road has reduced its prices by 25%, resulting in a 70% rise in sales volume. Prior to the re-launch, Country Road was a retailer with a premium price and a strong brand identity. The current head designer for Country Road is Sophie Holt (previously chief designer for women's fashion chain store Witchery). Its head office is located in Richmond, Victoria
Richmond, Victoria
Richmond is a suburb in Melbourne, Victoria, Australia, 3 km south-east from Melbourne's central business district. Its Local Government Area is the City of Yarra...
, the Australian flagship store is located nearby in South Yarra, Victoria
South Yarra, Victoria
South Yarra is a suburb in Melbourne, Victoria, Australia, 4 km south-east from Melbourne's central business district. Its Local Government Area are the Cities of Stonnington and Melbourne...
. The Northern District head office is located above the flagship store of New South Wales
New South Wales
New South Wales is a state of :Australia, located in the east of the country. It is bordered by Queensland, Victoria and South Australia to the north, south and west respectively. To the east, the state is bordered by the Tasman Sea, which forms part of the Pacific Ocean. New South Wales...
, in Pitt Street Mall.
Beginning 2003, Country Road entered into an exclusive agreement with Myer
Myer
Myer is Australia's largest department store chain, retailing a broad range of merchandise including women's, men's and children's clothing, footwear and accessories; cosmetics and fragrance; homewares; electrical; furniture and bedding; toys; books and stationery; food and confectionery; and...
department stores. Under this agreement, Country Road agreed to sell exclusively to Myer and not to its main rival, David Jones Limited
David Jones Limited
David Jones Limited , colloquially known as DJs, is a high-end Australian department store chain.David Jones was founded in 1838 by David Jones, a Welsh immigrant, and is claimed to be the oldest continuously operating department store in the world still trading under its original name. It...
. It also included joint marketing and in-store visual merchandising. This arrangement ended in January 2007 when Country Road became a concession store
Concession (contract)
A concession is a business operated under a contract or license associated with a degree of exclusivity in business within a certain geographical area. For example, sports arenas or public parks may have concession stands. Many department stores contain numerous concessions operated by other...
in David Jones and selected Myer stores. There were also stores in Boston
Boston
Boston is the capital of and largest city in Massachusetts, and is one of the oldest cities in the United States. The largest city in New England, Boston is regarded as the unofficial "Capital of New England" for its economic and cultural impact on the entire New England region. The city proper had...
and other cities in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
, as recent as 2000 or later, which closed due to poor sales.
Further reading
- Solly Lew asks Country Road if it's fair dinkum, The Sydney Morning HeraldThe Sydney Morning HeraldThe Sydney Morning Herald is a daily broadsheet newspaper published by Fairfax Media in Sydney, Australia. Founded in 1831 as the Sydney Herald, the SMH is the oldest continuously published newspaper in Australia. The newspaper is published six days a week. The newspaper's Sunday counterpart, The...
, 18 June 2004. - Getting back on track, Sunday Herald Sun, 20 January 2007.
- Myer Grace Bros and Country Road strengthen ties, retrieved 12 May 2007.
- Business Report South Africa, 25 October 2007.
- Australian Exporters: Country Road Clothing, retrieved 26 October 2007.