Iconic DYMOCKS forges ahead despite economic climate
Despite the current economic climate, bookseller Dymocks, one of New Zealand’s most trusted brands, is forging ahead in
the lead-up to Christmas.
The iconic brand is enjoying sales growth, is about to launch a rebrand and plans to expand into the South Island next
year.
“We are trading ahead of last year’s sales on a same store basis,” says General Manager Andrew Howard. “It seems that
when times start to get tough, people are keener than ever to escape into a good book.”
In addition to increased revenue, the franchise has announced the launch of a new branding and visual identity which
will begin rolling out this month.
New uniforms and consumer shopping bags will be introduced in the New Year.
“Dymocks has been around for 130 years and is a valued part of the community in New Zealand,” says Howard.
“The re-branding is necessary because Dymocks wants to offer its customers a more modern, contemporary book-buying
experience.”
The multi-channel campaign aims to refresh and differentiate the brand while reinforcing its emotional connection with
book lovers around the country, he says. The creative concept is centred on “the love of books”, and all Dymocks
materials will now include the strap line “For Booklovers”.
The Dymocks Lambton Quay store is currently undergoing a major re-design to re-vitalise the space and a South Island
store is expected to open early in 2009.
“That will give us 10 stores in total, which means we will have doubled in size in New Zealand in just over a year.
“At Dymocks we are passionate about books and meeting the needs of our customers,” Howard says.
“The expansion and rebranding campaigns will contribute to ensuring the Dymocks brand continues to be synonymous with
care, superior customer service and an enhanced book buying experience for many decades to come.”
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