Farmers Trading Company
|Headquarters||Flat Bush, Auckland, New Zealand|
|Number of locations||58|
|Area served||New Zealand|
|Owner(s)||Anne Norman and Family|
|Parent||James Pascoe Ltd|
The Farmers Trading Company Ltd (branded as Farmers) is a New Zealand mid-market department store chain. Based in Flat Bush in Auckland, Farmers operates 56 stores across New Zealand, specialising in family fashion, beauty, homewares, furniture, electronics and large appliances/whiteware.
The company was founded by Robert Laidlaw in 1909 as 'Laidlaw Leeds' and sold agricultural related goods through mail order catalogues, following a successful American model. In 1918 Laidlaw Leeds merged with The Farmers Union Trading Company, when then was renamed as The Farmers Trading Company. The company expanded into retail and adopted the department store model. For many years the multi-story Hobston Street Farmers Building in downtown Auckland was the largest store in the country, and had free buses that took shoppers to the store from other parts of the city. After closing in the early 1990s, the large downtown store is now an upscale hotel. Currently, most Farmers stores are anchor stores in shopping malls, with their larger stores in the suburbs.
The company grew from one store during the 1910s to 56 by 1990 through opportunism and take-overs. Farmers and the DEKA discount merchandise chain were joined as Farmers Deka Ltd from 1992. The DEKA chain closed in July 2001 after financial difficulty in competing with The Warehouse discount stores. Farmers Deka Ltd was then renamed Farmers Holdings Ltd.
Farmers has traditionally been a middle market retailer, on par with Sears or JC Penney in the United States. With the recent development of The Warehouse (a Walmart type store), Farmers made a decision to become a far more fashionable shopping destination, ranging an increasing amount of branded product. Where Farmers once would have faced competition from The Warehouse (nationwide) and various small chain stores, they've established themselves well apart from this discount retailer. Farmers still face competition from remaining department stores Smith & Caughey's, Kirkcaldie & Stains, Ballantynes, Arthur Barnett, and H & J Smith's, none of which are nationwide.
Farmers plans to use Helvetica as the font of their upcoming logo.
Farmers departments include Womenswear, including Switch; Beauty, including Serviced Cosmetics, Fine Fragrance, Health & Beauty and SPECIALeyes; Lingerie, including Sleepwear; Menswear including Mercery; Accessories, Footwear, and Luggage; Home, including Kitchen, Table Top, Giftware and Laundry; Manchester including Bathroom; Small Appliances; Children's including Childrenswear, Nursery, and Toys; Furniture; with Electronics and Large Appliances/Whiteware in flagship stores such as Albany and St Lukes. Christmas Shop and Confectionery appear October–December. Fellow James Pascoe Group companies Goldmark (previously fellow JPG brand Prouds) and Stevens also have 'Store-within-a-store outlets within selected Farmers stores.
Since the 2003 purchase by the James Pascoe Group, the chain has aimed to be New Zealand's leading fashion department store. Farmers has moved increasing upmarket, with a focus on the lucrative fashion apparel and beauty categories. Brands stocked include M·A·C in the new Hamilton store, Bobbi Brown, Chanel, Dior, Yves Saint Laurent, Lancôme, Estée Lauder, Clinique, Napoleon Perdis (exclusive to Farmers in New Zealand since 2001), Shiseido, Clarins, Dr. Hauschka, Elizabeth Arden, and Revlon cosmetics; GUESS handbags (and briefly GUESS apparel); Calvin Klein men's underwear; Elle MacPherson Intimates, and Dita Von Teese 'Von Follies' lingerie from 2013; and Sheridan manchester. Unprofitable and loss-making departments such as hardware and computers were discontinued. Farmers own brands include 'Store-within-a-store' youth brands Switch (deleted in 2013) and Substation, Ignite (deleted in 2013) and Ella J women's fashion, Chisel men's fashion, Lyric lingerie, and Haven homeware. From July 2013, 20 select Farmers stock The Body Shop products in Health & Beauty.
Farmers Holdings Ltd is privately owned by the James Pascoe Group, in turn owned by Anne Norman and family. James Pascoe Ltd and Fisher & Paykel Finance bought Farmers on 6 November 2003 from Foodlands Associates for NZ$311m. The business was split into the retail and finance arms with James Pascoe holding the retail arm and Fisher & Paykel Finance the finance arm which includes the Farmers Finance Card.
Bay of Plenty
Central North Island
Northern South Island
- "Contact Us." Farmers. Retrieved on 28 January 2009.
- "Farmers Holdings Ltd.". BusinessWeek.
- The New Zealand Herald (4 September 2013). "Farmers to sell Dita Von Teese lingerie line". The New Zealand Herald. Retrieved 9 September 2013.
- Gibson, Anne (29 June 2012). "Westfield sells Auckland's Shore City mall". The New Zealand Herald. Retrieved 11 August 2013.
- Polley, Natalie (12 February 2013). "Countdown to opening". Waikato Times. Retrieved 11 August 2013.
- Fox, Andrea (11 November 2011). "Hamilton's Centre Place woos new tenant". Fairfax NZ News. Retrieved 19 June 2013.
- Cuming, Angela (29 September 2012). "Our $40m makeover". Fairfax NZ News. Retrieved 19 June 2013.
- voxy.co.nz (29 August 2013). "Farmers re-opens newly refurbished New Plymouth store". voxy.co.nz. Retrieved 9 September 2013.
- "Fuss-free shopping at Kids by Farmers". April 2012. Retrieved 17 August 2013.
- "Kids by Farmers - opened 29th March 2012". 2 April 2012. Retrieved 17 August 2013.
- Dictionary of New Zealand Biography (Robert Laidlaw)
- Museum of Transport and Technology (Farmers Free Bus)
- Notice of Sale of Farmers Group