Warehouse Republic Revolution

The Brief

The Warehouse was working with the two designers behind the successful Republic Home store in Auckland to launch a brand new nationwide home wares range.  The top secret partnership with Peter Reid and Graham Dickie was the first design collaboration of its kind to hit New Zealand’s retail industry.  The two entrepreneurs had spent 18 months working closely with The Warehouse to put together a collection of stylish and affordable home ware ranges that help Kiwis inject designer-inspired style into their homes.  The challenge was to launch the ‘Republic Revolution’ range in a way that engaged a whole new customer base, without alienating loyal Warehouse shoppers.

Our Solution

A top secret launch event, with a twist.  Personal invitations were sent from Peter and Graham to key influencers & stakeholders, media, and Warehouse supply partners, inviting them to a launch event at the Republic store in Ponsonby.  There was no mention of the Warehouse connection.  Guests were welcomed with bubbles and canapés, but very soon a luxury coach pulled up and Peter and Graham invited everyone to join them for a short trip to view the new range.  Unexpectedly, the coach stopped on the way to pick up another guest - and the secret was revealed when the extra passenger turned out to be The Warehouse CEO Ian Morrice.  The coach continued on to The Warehouse head office in Northcote where the entire foyer space had been transformed into room settings showcasing Republic Revolution.

Results

Guests loved the element of mystery and enjoyed seeing the range in beautifully styled settings.  Everything was price tagged and guests were stunned that such stylish product was so inexpensive - many were making mental shopping lists and asking when they could buy.  Media interviews were conducted before and during the event resulting in significant post launch coverage in national media such as; the Business Herald, Sunday News, NZ Herald’s Canvas and Viva supplements, NBR, Taste and New Idea.  Sales have been strong and The Warehouse remains committed to future seasonal Republic Revolution ranges.