Farmers To Expand Into Jewellery
Farmers Trading Company Limited Chief Executive, Nick Lowe today announced a new business venture with Australasia’s
leading jewellery retailer, the Prouds / Pascoes Group.
Mr Lowe said that within three months, ten Farmers stores would feature a strong and exciting jewellery offer with a
potential rollout to another 20 stores in the New Year.
The new jewellery kiosks will operate within Farmers stores under the ‘Prouds’ brand. Owned by Pascoes, the Prouds brand
is new to the New Zealand market, but is well established with more than 120 stores throughout Australia.
“The introduction of jewellery to Farmers has been on our agenda for some time. We have chosen to do so in conjunction
with an experienced and successful partner. Pascoes’ considerable expertise will, I believe, significantly benefit our
business,” Mr Lowe said.
Pascoes Managing Director, David Norman, believes the addition of Prouds jewellery in Farmers stores will be a
significant event in Prouds 100th year and presents exciting possibilities.
“The average Prouds store in Australia is close to twice the size of our New Zealand stores and carries a significantly
different product range. This will ensure that the jewellery on offer at Farmers will complement rather than compete
with the Pascoes stores, “ said Mr Norman.
The inclusion of jewellery in selected Farmers stores is the first in a series of new merchandise initiatives to be
rolled out over the coming months.
“Farmers’ strategy encompasses expanding existing merchandise ranges, stocking new brands and developing new product
categories. Jewellery is a natural choice when it comes to product extension, complementing both our fashion and beauty
ranges,” Mr Lowe said.