Australian-based Super Retail Group (SRG), which operates Supercheap Auto in New Zealand, is expanding further into the Kiwi market with the launch of FCO Fishing Camping Outdoors.
The initial $15 million venture will see 10 stores opened across the North Island this year with a specific focus on fishing, camping, tramping, boating, kayaking and outdoor apparel.
Its first two stores opened in Manukau and Whangarei last week, with another in New Plymouth to open on August 27.
Managing director Peter Birtles said the decision to launch the outdoor leisure brand was made after several years surveying the market – after all, there's no shortage of outdoorsy pursuits to be had here.
SRG had already achieved considerable success here with Supercheap Auto's 43 branches across New Zealand, he said.
He said Fishing Camping Outdoors had been created exclusively for the New Zealand market by fusing SRG's two leisure businesses in Australia – Ray’s Outdoors and BCF Boating Camping Fishing.
“We have taken the best of the Ray’s Outdoors and BCF brands and tailored the offer to suit the New Zealand market. The stores will provide a broad base of outdoor leisure products but we will aim to lead the market in camping, fishing, kayaks and value outdoor apparel," he said.
FCO will stock a variety of brands, such as Merrell and Goldcross Cycles, as well as its own house label, with a range extending to barbecues, outdoor furniture, boating accessories and luggage.
This month SRG announced A$1 billion in sales for the year to date, and a 46 percent increase in post-tax net profit to $55.6 million.