Lexi Webster
The Briscoe Group is a major New Zealand retail company that operates 92 stores under the brands Briscoes Homeware and Rebel Sport. The company was established in 1861 in Dunedin, New Zealand, and initially supplied goods to gold miners during the Otago gold rush. Over time, the company expanded into the British colonies in Australia and New Zealand. In 1973, the Australian and New Zealand operations of Briscoes were purchased by Merbank Corporation of Australia. Today, the Briscoe Group is a prominent retail business in New Zealand, employing around 2,300 staff and reporting a net profit of $88.4 million in 2022. So, while the company has a history in both countries, it is currently based and predominantly operating in New Zealand.
| Characteristics | Values |
|---|---|
| Founding | Wolverhampton, England in 1781 |
| Current headquarters | New Zealand |
| Ownership | RA Duke Trust, established by Rodney Adrian Duke |
| Previous ownership | Hagemeyer of The Netherlands, Merbank Corporation of Australia |
| Number of stores | 92 (48 Briscoes Homeware, 44 Rebel Sport) |
| Number of employees | 2,300 |
| Net profit in 2022 | $88.4 million |
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What You'll Learn
Briscoe Group's ownership history
The Briscoe Group is a major New Zealand retail company that was established in Dunedin in 1861. The company's predecessor was founded in Wolverhampton, England, in 1781, initially as a hardware retailer. Over the course of the 19th century, it expanded into the British colonies in Australia and New Zealand. By the start of World War I, Briscoes had offices in London, Sydney, Melbourne, and throughout New Zealand. In addition to hardware and building supplies, the company also sold household items and acted as an agent for skilled tradespeople.
In 1973, the Australian and New Zealand operations of Briscoes were purchased by the Merbank Corporation of Australia. Four years later, in 1977, Hagemeyer of The Netherlands acquired Briscoes New Zealand. In 1988, Hagemeyer appointed Rodney Adrian Duke as managing director, with the goal of preparing the business for sale. At this time, the company was generating $20 million in sales but had a $2 million annual loss. It was selling a range of products, including toys, hardware, and paint.
The company found a buyer in 1990 when it was purchased by the RA Duke Trust, a trust established by Rodney Adrian Duke. Duke, an Australian retail entrepreneur, had been recruited by Hagemeyer to turn the company around in 1988. He recognised that the company needed a major shift in strategy and believed it could be highly profitable once again.
Today, the Briscoe Group employs around 2,300 staff and remains one of New Zealand's most prominent retail businesses, with 92 stores nationwide under the Briscoes Homeware and Rebel Sport brands. The group also previously owned the New Zealand naming rights to the Super Rugby rugby union competition.
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The company's New Zealand operations
The Briscoe Group is a major New Zealand retail company, established in Dunedin in 1861. The company was founded to supply wares to gold miners during the Otago gold rush. The first New Zealand-based Briscoes warehouse and shop was established in 1862, on the Dunedin corner of Princes and Jetty Streets. Today, the company operates 92 stores across the country under the Briscoes Homeware and Rebel Sport brands.
Briscoes Homeware is the flagship brand of the group, with 48 stores nationwide. The brand offers a variety of homeware at sometimes heavily discounted prices. Many brands are exclusively imported by Briscoes, allowing for such low prices. The brand's slogan is "You'll never buy better", referring to its 'Price Promise' that it will match and beat by 10% any price found on a stocked item at another retailer.
Rebel Sport is the largest sports equipment and apparel chain in New Zealand, with 44 stores nationwide. The chain has a lowest price guarantee and stocks a relatively high-end range while providing wider appeal through numerous discount sale promotions. The Briscoe Group previously owned the New Zealand naming rights to the Super Rugby rugby union competition, which was branded the Rebel Sport Super 14.
The company employs around 2,300 staff and remains one of New Zealand's most prominent retail businesses, reporting a net profit of $88.4 million in 2022.
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Retail brands and products
The Briscoe Group is a major New Zealand retail company that was established in Dunedin in 1861. The company was founded to supply wares to gold miners during the Otago gold rush. Today, it operates 92 stores nationwide under the Briscoes Homeware and Rebel Sport brands.
Briscoes Homeware is the flagship brand of the Group, with 45 stores trading throughout New Zealand. The brand sells a variety of homeware at sometimes heavily discounted prices. Many brands are exclusively imported by Briscoes, allowing for such low prices. The brand's slogan is "You'll never buy better", referring to its 'Price Promise' that it will match and beat by 10% any price found on a stocked item at another retailer. Tammy Wells, a farmer and former radio journalist from Canterbury, has fronted Briscoes' television advertising campaigns since 1989. She is known to New Zealanders as "The Briscoes Lady".
Rebel Sport is the largest sports equipment and apparel chain in New Zealand, with 38 stores currently trading. The chain does have a lowest price guarantee, although its unique duopoly position in the market allows it to stock a relatively high-end range while providing wider appeal through a calendar of discount sale promotions.
Briscoes was established in New Zealand in 1861, but its predecessor was founded in Wolverhampton, England, in 1781. Over the course of the 19th century, it expanded into the British colonies in Australia and New Zealand. By the beginning of World War I, Briscoes had offices in London, Sydney, Melbourne, and throughout New Zealand. In 1973, the Australian and New Zealand operations of Briscoes were purchased by Merbank Corporation of Australia. In 1977, Briscoes New Zealand was purchased by Hagemeyer of The Netherlands. In 1988, Australian retail entrepreneur Rod Duke took over the running of the business. In 1990, the company was bought by the RA Duke Trust, a trust established by Rodney Adrian Duke.
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Marketing and advertising
The marketing and advertising strategies of the Briscoe Group have evolved over the years, adapting to the changing nature of the business and the market. The group's flagship brand, Briscoes Homeware, has been at the forefront of these efforts, with its unique positioning and pricing strategies.
Briscoe's marketing has historically focused on promoting heavily discounted prices and its "Price Promise" to customers. The brand has long-standing television advertising campaigns, with "The Briscoes Lady", Tammy Wells, a farmer and former radio journalist, fronting these campaigns since 1989. Wells has become a well-known personality in New Zealand due to her association with the brand. The group's other major brand, Rebel Sport, previously used the slogan "No one's got more sports gear", targeting traditional club-oriented sports audiences.
However, the group's marketing strategies have also undergone significant shifts when needed. For instance, after a deal collapsed between the Briscoe Group and Lane Walker Rudkin (LWR) in 2005, LWR launched large-format stores across New Zealand, prompting Rebel Sport to change its marketing strategy. Rebel Sport adopted the new slogan, "Let's Play", and began targeting a wider audience beyond its traditional sports-oriented customer base.
The Briscoe Group has also recognised the importance of exclusive branding and unique market positioning. Many brands are exclusively imported by Briscoes, allowing for competitive pricing. This strategy has contributed to Briscoes Homeware's success and profitability, as it generates most of the company's revenue.
Overall, the marketing and advertising efforts of the Briscoe Group have played a crucial role in shaping the public perception of its brands. By utilising a combination of celebrity endorsements, price-focused campaigns, and adaptable strategies, the group has established itself as a prominent retail business in New Zealand.
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Profit and revenue
Briscoe Group Limited, the parent company of Briscoes Homeware, is a major New Zealand retail company that was established in 1861. The company operates 92 stores under the Briscoes Homeware (48 stores) and Rebel Sport (44 stores) brands, with around 2,300 employees.
Briscoes Homeware is the flagship brand of the group and generates most of the company's revenue by selling a variety of homeware at discounted prices. The brand has a unique “Price Promise,” where it matches and beats by 10% any price found on a stocked item at another retailer.
In 2024, the company posted record sales revenue, with a 5.56% rise in sales revenue compared to the previous year. The retailer's sales revenue for the year was $785.9 million, and the net profit was $88.4 million.
In the 12 months ended January 2025, Briscoe Group reported revenue of $791.5 million, a slight decrease from the $792 million reported in the same period a year earlier. The company's full-year results were impacted by KMD Brands Limited's decision not to pay any dividends during the year, and it focused on cost control and maintaining gross profit margins.
Briscoes Homeware generates an estimated $1.8 million in revenue per employee, and its estimated annual revenue is between $100 million and $500 million.
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Frequently asked questions
No, Briscoes is not Australian owned. It is a major New Zealand retail company that operates 92 stores across the country under the brands Briscoes Homeware and Rebel Sport.
The Briscoe Group, which is owned by the RA Duke Trust, a trust established by Rodney Adrian Duke in 1990.
The Briscoe Group owns 48 Briscoes Homeware stores and 44 Rebel Sport stores in New Zealand. The Group previously owned the New Zealand naming rights to the Super Rugby rugby union competition.
