Opportunity: Retail
THREE’S
COMPANY
Stihl Shop family powers to success with three stores in five years
B
ill and Shelley Caines can hardly contain their excitement when we speak. Having been named 2023’s Most Outstanding Licensee for Stihl Shop in New Zealand, the couple are about to be whisked off to Germany. Their 10-day trip will take in the headquarters of the family-owned Stihl Group, founded in 1926, as well as cheering on New Zealand’s team of five wood choppers competing at the Stihl Timbersports Team World Championship. And with three of the Caines’ four adult children involved in their business, the couple know their stores will be in safe hands during their absence.
Opportunity too good to miss Bill has a long history with Stihl, having been general manager of several Stihl Shop stores in Canterbury. So it’s no surprise that when he and his wife Shelley, who has a corporate background, felt it was time to make the move to self-employment, they invested in a Stihl Shop of their own. ‘Stihl is the largest network of power equipment retailers in the country, and certainly the most professional,’ says Bill. ‘Garden and other equipment is something people need to have rather than just like to have, and quality and reliability matter more than price. Stihl is known for durability and long life and regularly wins Consumer NZ’s People’s Choice award. ‘In addition to selling our own and other leading manufacturers’ products, Stihl Shops also service and maintain them, which means customers are very loyal. It all makes for a very solid business.’ Knowing that, when a store came up for sale in Greymouth it was an opportunity too good for Bill and Shelley to miss. ‘Although we lived in Canterbury, our family has holidayed on the West Coast for years so we had no problem making the move to an area we love, and in December 2019 we opened the doors to our own fully-refreshed, fully-stocked Stihl Shop. ‘Despite some initial disruption from the Covid lockdown, business soon bounced back – after all, gardens never stop growing. We did so well that we had the confidence to open a brand new Stihl Shop store in Westport in July 2021, then a third in September 2023 in the Christchurch suburb of Ferrymead.’
Keeping it in the family Key to the growth of the Caines’ trans-Alpine business has been the involvement of their children. 31-year-old Courtney is in charge of marketing for the three stores, as well as helping 22-year-old Michael, who manages the Ferrymead store. Both are based in Christchurch while youngest son, 19-year-old Nicholas, is involved in sales at the Westport and Greymouth stores. Second daughter Kimberly lives overseas. ‘Bill is basically the general manager, while I look after admin for all three stores,’ says Shelley. ‘And as much as we are a family business, we couldn’t have succeeded without our wonderful staff in all three locations who love the Stihl Shop experience as much as we do.’
Transparent and straight forward Stihl Shop has 87 outlets in New Zealand, with more opportunities around the country for licensees to open new premises and for existing retailers to convert their brand to Stihl Shop. The upfront investment starts from around $500,000, with a monthly fee supporting training programmes, retail operational standards and national marketing activities. ‘Every new licensee goes through a long process of due diligence, on both sides, before they join our family,’ says Mark Ballantine, Retail
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Shelley and Bill Caines on their prize trip to Stihl Group’s headquarters in Germany
Network Manager for Stihl Shop. ‘This helps ensure everyone is on the same page from the very start. We’ll then train you and provide you with all the systems you need to succeed. ‘As Bill’s family have shown, this is a hands-on opportunity with a top brand. Expanding from one to three stores in such a short time speaks volumes about the potential for success with Stihl Shop.’ Advertiser Info Bill concludes, ‘This is a great business with a great brand and products to be proud of. If you have some business acumen, enjoy dealing with the public and relate well to staff, give Stihl Shop a buzz now.’
Stihl Shop www.stihlshop.co.nz/own-a-store Contact Darryl Perkins P 0-9-262 4000 M 021 543 576 darryl.perkins@stihl.co.nz
STIHL SHOP is a nationwide network of locally owned stores offering a wide range of high quality garden equipment, supported by fully equipped service workshops.
JOIN THE LEADER IN GARDEN EQUIPMENT RETAILING • Join a network of retailers committed to customer service excellence • Be supported by a team of people dedicated to your success
Opportunities are available for new stores in locations across New Zealand. For more information on the STIHL SHOP Network visit www.stihlshop.co.nz/ Own-a-store
• Reap the rewards of a well-established, profitable business model
LOVE YOUR LAND Franchise New Zealand
Summer 2024
Year 32 Issue 04
