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Full Steam Ahead For Farmers



The Farmers Trading Company Limited today opened a Farmershome concept store - its 65th store nationwide - at the Westgate Shopping Centre in West Auckland. In the process, Farmers has created 19 new full time and up to 31 part time jobs in the West Auckland market. The Farmershome concept has proved to be a successful addition to the Farmers retail portfolio. The first Farmershome store opened in Albany in April 1998 followed by the Newmarket branch on the former Levene Extreme site late last year. These stores are trading at above budget levels, encouraging Farmers' management to expand the brand.

Farmers' Commercial Services General Manager, John Milford, says the new Westgate store takes the Farmershome concept a step further.

"We have had the opportunity to perfect the Farmershome model in our Albany and Newmarket stores. As a result, the Westgate store features new merchandise ranges, enhanced conceptualised displays and modern new fixtures and fittings.

"The store interior is a shining example of lifestyle retailing, reflecting the current trend towards strong colour. And, in keeping with Farmers desire to provide a quality shopping experience, the store has been ergonomically designed for ease of use," Mr Milford said.

The new Westgate Farmershome store has 4,000 m3 of retail floor space making it the largest Farmershome store to date. And, the store has been specifically merchandised to fulfil the consumer needs of the larger West Auckland catchment area including West Harbour, Kumeu and Helensville. Of particular note is a leather `shop' featuring both European and New Zealand made lounge suites.

In another Farmers' first, Westgate Store Manager, Josie Jonkers says an all-woman management team is running the branch.

"Traditionally, department store management has been dominated by men. I'm truly delighted to be leading such a talented team of women at Westgate," Ms Jonkers said.

At the conclusion of a traditional Maori Blessing ceremony conducted by kaumatua and ministers from Taou iwi and Waipareira, Westgate Farmershome opened for business at 9.00am this morning.




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