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Carey Smith, NZ Chief Executive, Ray White Real Estate Limited

NZ Taken For a Spin

Maria Slade investigated this story for The Herald on Sunday. The article quotes Jim Bibby, Jurgen Fitting, Jason Vlaar and Auckland University franchising expert Gehan Gunasekara.

German chainsaw manufacturer Stihl is using New Zealand as a test market for its concept of a nationwide chain of franchised power tool retailers, called STIHL SHOP™

The latest three store openings in Hawera, Masterton and Cambridge takes the group to a total of 56 stores nationwide (generating $80 million in annual revenues) – within reach of its goal of 65 stores by 2011.

Before 2002 the outdoor power equipment market was merely embryonic. This changed when STIHL decided to develop a retail chain of locally owned stores under its own brand; called STIHL SHOP™. The outcome for STIHL after years of groundwork is improved store branding and infrastructure, investment into human capital through training, a focus on customer service and top position in the now highly competitive retail category.

Click here to see the print story republished online at www.nzherald.co.nz

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