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Ground-breaking retail offering enters New Zealand market

19 August 2011

Ground-breaking retail offering enters New Zealand market

Super Retail Group launches FCO

• Tailor-made retail offering for Kiwi consumers
• 10 stores in the North Island by Christmas, up to 20 stores nationwide
• Standard format: 1,500m2
• Initial investment $15 million
• Net investment circa $1.5 million per store
• Expected employment FY12 150 people

Super Retail Group Limited today opened the doors on a new specialty outdoor and leisure brand in New Zealand.

FCO Fishing Camping Outdoors will offer a unique customer experience and product range, with a specific focus on fishing, camping, tramping, boating, kayaking and outdoor apparel with 10 stores planned to open prior to Christmas.

The initial $15 million ten-site venture will see Super Retail Group invest significant additional funds towards the local manufacture of store joinery, fit out, metalwork, electrical goods and office furniture, all of which have been procured through local suppliers

With a tagline ‘There’s nothing like the great outdoors. There’s nothing like FCO,’ FCO Fishing Camping Outdoors will enhance the leisure lifestyle unique to New Zealand. The brand promises to offer customers the biggest range of outdoor equipment, with everything they need to enjoy life outside – from the backyard to the bush. Each store will boast an initial $850,000-$1,000,000 of stock value per site.

FCO Fishing Camping Outdoors joins another Super Retail Group sibling in the New Zealand market, with Supercheap Auto already operating stores in 43 locations in the North and South Islands. FCO has been created exclusively for the New Zealand market by fusing the two Super Retail Group Leisure businesses in Australia – Ray’s Outdoors and BCF Boating Camping Fishing. The FCO business will be supported by the Group’s existing sourcing, retail operations and fulfilment infrastructure, with plans to extend an ecommerce and multichannel offer for increased customer value and flexibility.

Peter Birtles, Managing Director - Super Retail Group said the decision to launch the brand was taken after several years surveying the market, and with consideration of the insight gained from the success of Supercheap Auto New Zealand.

“In a similar manner to our other businesses, we have developed a clear position of what we want FCO Fishing Camping Outdoors to stand for. We have taken the best of the Ray’s Outdoors and BCF brands and tailored the offer to suit the New Zealand market. The stores will provide a broad base of outdoor leisure products but we will aim to lead the market in camping, fishing, kayaks and value outdoor apparel. We aim to inspire our customers that ‘there’s nothing like the great outdoors,’” Mr Birtles said.

With a roster of known brands supported by a house brand value offering, the FCO range will extend to barbeques, outdoor furniture & heating, boating accessories, marine electronics, water sports, technical apparel and luggage.

A proactive recruitment drive is currently underway to source local lovers of the outdoor lifestyle, who will be trained to enhance the FCO customer experience. The initial staffing requirement of 150 team members will be recruited and trained between July to December.

For further information about FCO Fishing Camping Outdoors please visit


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