Hardware giants gear up for battle in region

JOHN VAN KLAVEREN
The region’s hardware sector is in for a shake-up, with Woolworths “keen” to secure a site for its new Masters store.
Woolworths renewed the site search after the previous State Government rejected its initial application for a slice of the former Geelong Golf Club.
“We are keen to bring our home improvement offer to Geelong, a spokesman for the company said.
Woolworths and US partner Lowe’s announced Masters as the brand for its long-awaited entry into the $42 billion Australian home improvement sector.
The Woolworths spokesman said a number of additional stores would open “in quick succession” around Victoria and Queensland.
“We’re on track to achieve our target of 150 property sites within five years. We have 14 under construction and another 10 or 12 have had approval.”
The announcement pits Masters head-to-head with hardware giant Bunnings, which already has two warehouse stores in the region. Bunnings has also earned approval to build a store at the northern entry to Torquay, pitting the company against the town’s long-time Mitre 10 hardware store.
Geelong’s Fagg’s Mitre 10, completing a 3300-square-metre extension to its South Geelong timber centre, has added the Wallington Mitre 10 store to its portfolio.
The $7 million redevelopment will bring whitegoods retailer E&S Trading to the 1800-square-metre store space.
A 900-square-metre warehouse and 100 car parks are also part of the redevelopment.
Other retailers in the sector, Home Timber and Hardware at Ocean Grove and Anglesea and ThriftyLink Hardware at Newcomb, Drysdale and Lorne, would face stiffer competition despite being part of the Danks group, which Woolworths acquired in 2009.
Masters chief executive officer Don Stallings said the first store, at Braybrook in Melbourne’s western suburbs, would cover 13,500 square metres.
He expected the store to open in September or October.
Mr Stallings said Masters stores would carry more than 35,000 products in an “air-conditioned, clean and comfortable environment”.
“The home improvement category is ripe for a new name and a new concept delivering fantastic customer service in a welcoming setting.”