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Kitchenware Direct to merge with bricks and mortar retailer

Pureplay kitchenware retailer, KitchenwareDirect, has merged with Perth-based large format kitchenware retailer, Kitchen Warehouse.

As of June 1 the new business will trade under the single brand Kitchen Warehouse —

Peter Macaulay, MD of Kitchen Warehouse and founder of KitchenwareDirect, said he felt the business could deliver more to customers with a physical store network.

“Pureplay retailing is an exciting space, but we felt that we could deliver more to our customers than just best price and service when they purchase online — instead we wanted to deliver more broadly to consumers not only online but also instore. We want to create a national retail brand that consumers recognise— this was always going to be a challenge as a niche pureplay retailer,” Macaulay said.

With a combined head count of over 200, Kitchen Warehouse currently has a network of seven stores in Perth, with plans to open further stores on the east coast in the near future.

“By having a physical presence we can provide experience and inspiration through workshops, demonstrations and events. Also, having a physical network of stores allows us to provide best in class cross channel experience through initiatives such as click and collect, endless aisle capabilities and the ability to return instore.

“Last but not least, we look forward to not only augmenting our digital experience with a physical presence, but we are also excited to rollout some world class instore digital experiences that leverage on our 10 years of e-commerce experience.”

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