DEKA (New Zealand)
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DEKA was a general merchandise brand that was launched in 1988 by L.D. Nathan after splitting their supermarket and general merchandise divisions.
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[edit] History
In 1985 L.D. Nathan split their business into two separate divisions; supermarkets and general merchandise after acquiring the McKenzies general merchandise stores. L.D Nathan rebranded their General Merchandise business in 1988 to DEKA with 90 stores. The launch was supported with a large advertising campaign of print and TV advertising with the "I Feel Good" slogan, using the James Brown I Got You song. DEKA used the "I feel good" slogan until 1996.
DEKA joined with Farmers Trading Company in 1992 to create Farmers Deka Limited. 1996 saw the launch of DEKA's new slogan "You Know Where" which was later changed to "Better value, every day". By 2001 DEKA store numbers had reduced to 60.
On 31 July 2001, the DEKA brand ceased to operate in New Zealand. Its demise was due to fierce competition from The Warehouse and continual trading losses. Seventeen stores were converted to Farmers stores and the remaining 43 were closed.
[edit] Locations
[edit] Closed stores
- Northland - 3 (Dargaville, Kaikohe, Whangarei)
- Auckland - 10 (Downtown (Queen St), Karangahape Rd, Manukau, Onehunga, Orewa, Otahuhu, Pakuranga, Papakura, Pukekohe, Takapuna)
- Waikato - 5 (Hamilton, Morrinsville, Taupo, Te Awamutu, and, Huntly)
- Taranaki - 5 (Hawera, New Plymouth, Stratford)
- King Country-Wanganui 3 - (Te Kuiti (now a Postie + store), Taumaranui, Wanganui)
- Bay of Plenty - 1 (Tauranga, Rotorua)
- Hawkes Bay - 3 (Napier, Waipukurau, Wairoa)
- Manawatu - 2 (Palmerston North, Feilding)
- Wairarapa/Wellington - 8 (Coastlands (Paraparaumu), Cuba St (Wellington), Lambton Quay (Wellington), Levin, Lower Hutt, Masterton, Wainuiomata)
- Nelson/Marlborough - 2 (Blenheim, Richmond)
- Canterbury - 3 (Bush Inn, Eastgate, New Brighton)
- Otago - 3 (Balclutha, Dunedin, Oamaru)
- Southland - 2 (Gore, Invercargill)
[edit] Rebranded as Farmers
- Auckland - 3 (New Lynn, Westgate, Whangaparoa ))
- Waikato - 3 (Chartwell (Hamilton), Matamata, Tokoroa (Now closed))
- Bay of Plenty - 2 (Rotorua, Whakatane)
- Gisborne - 1 (Gisborne)
- Hawkes Bay - 1 (Hastings)
- Wellington - 2 (Kilbirnie, Upper Hutt)
- Nelson - 1 (Nelson)
- West Coast - 1 (Greymouth (Now closed))
- Canterbury - 3 (Hornby, Riccarton, Timaru)
[edit] See also
[edit] References
- "Rebranding & Closure of DEKA Stores". Scoop.
