One of Auckland’s longest-running home furnishing businesses has been placed on the market for sale. Country Road Décor Ltd in Mount Eden Village has been selling interior décor fittings and furnishings for almost 40 years.
However, Country Road Decor’s current owners - who have been operating the business for the past 21 years - are looking to retire and pass on the reins to a fresh set of eyes with a modern approach to not only interior design, but also marketing.
The Country Road Décor business is now being marketed for sale by Bayleys Business Sales. Sales Agent Greg Scott said the store specialised in top-of-the-range bedroom, lounge, dining, outdoor and occasional furniture, as well as lamps, lights, pictures and paintings, ornaments and decorative art pieces.
He said Country Road Décor had maintained its point of difference at the higher end of the home furnishing market by stocking product which few other retailers were willing to stock. The store also stocks a comprehensive range of fabrics and prints to enable the creation of bespoke pieces using existing designs.
"The company has, with its well-known trading name and prominent site exposure, developed and maintained a niche market in its field. Over a period of nearly 40 years, the company has enjoyed a high amount of repeat business - both from its superior product quality and exceptional customer relations," Mr Scott said.
"Brand names associated with Country Road Décor for many years, include hard furnishing manufacturers such as Upton Oaks, Davies, Sorensen, Hobbs, and Fitzroy, while soft furnishings stocked feature the brands of David Shaw, Modern Chair, Profile, IMG and Montreux.
"Almost all of these brands are manufactured in New Zealand, while a further timber range is imported directly from Italy. The well-known Devon outdoor range has also played a significant role in the supply of this product to Country Road.
"That strategy has enabled Country Road Décor to be a price leader and not a price taker. Very few other retailers are willing to stock the number of high value pieces on display - and this sets the store apart from the ‘big box’ retailers with generic product," Mr Scott said.
"Sales have been achieved over a number of years by the high level of personal service offered by the store’s staff. Again, an in-depth knowledge of the product and interior décor styling is an aspect which places Country Road Décor ahead of other more generic furnishing chain stores."
Country Road Décor’s retail outlet occupies a purpose-built 836 square metre leased premises on a prime corner site on Mt Eden Rd, adjacent to the main retail centre. Country Road Décor has been run with two owners and two staff. The business has a stock inventory of between $300,000 - $400,000, and also has a delivery truck included in the chattels.
Mr Scott said that over the past few years - with the onset of digital media and marketing opportunities - the business owners had stuck with their tried-and-true advertising mediums based predominantly around radio and television However, they now realise that a new approach is needed to drive sales.
"The business would ideally suit a new owner with some degree of marketing savvy - particularly along web and social media based platforms - in addition to a passion for home furnishing and design," he said.
"Alternatively, and recognising that New Zealand has a wealth of young home furnishing design talent coming through its ranks, a new owner may want to increase the product range to appeal to a younger clientele seeking unique or unusual pieces,’ Mr Scott said.
"In conjunction with that approach, there is the opportunity to expand sales into the high-end inner-city apartment markets. Country Road Décor’s traditional clientele has come from the likes of Remuera, Parnell, Epsom, Mt Eden, Takapuna and Herne Bay. But with a growing number of suburbs now containing $million+ homes, there is an opportunity to service new affluent areas where residents are seeking furnishings and fittings to match the value of their property."
Mr Scott said Country Road Décor’s owner had indicated they would be available to assist in any hand-over period with a new proprietor.