RETAIL PROFILE: Whitfords finds new home following forced farewell from Five Dock

BY EMILY BENCIC

It was October 2019 when the Whitford family were officially informed by the NSW government that their land where their business had been for decades was being acquired for the construction of the Sydney Metro. Their showroom had been operating out of the same Five Dock premises in the heart of Sydney’s inner west since 1922.

“It was a stab in the heart for the whole family,” Whitfords director, Ben Whitford told Appliance Retailer.

“My father Andrew, my grandfather John, Aunt Belinda and Uncle Peter, did not see a vision to continue the family business. However, I was very keen to continue operating, so I spent 18 months discussing the myriad of options available to me to continue the family name and a business which has survived the rollercoaster that the electrical industry is renowned for over many decades. The BSR Group has enabled me to keep the Whitfords name alive,” he said.

“BSR Group’s Designer Appliances national program has been well received by independent retailers, such as ourselves. We receive marketing and financial support as well as the BSR head office teams who are supportive and efficient to work with.”

Whitfords moved from the Five Dock showroom in August 2021 and after a tumultuous year of searching for a different location, the business finally found its new home in the neighbouring suburb of Camperdown.

“It was tough finding a new space because our options were too far from Five Dock, too small or too large, so when the Camperdown space became available, we jumped at the opportunity,” Whitford said.

The space was previously occupied by Barbeques Galore and measures around 1,000 square metres on a single level. This compares to around 1,600 square metres at Five Dock, which was across two levels and included an on-site warehouse.

“Our new Camperdown showroom provides great exposure on one of Sydney’s busiest roads with shop front windows spanning 42 metres on Parramatta Road. On-site parking was also important for our customers. We wanted the showroom space to be kept as open as possible for easy floor traffic and to be aesthetically pleasing to the eye on entry. We’ve kept certain elements the same such as the ceiling architecture and lighting, we polished the original wooden floors to maintain the building’s heritage look and feel,” Whitford said.

The core suppliers who supported Whitfords in Five Dock have continued their support in Camperdown. “Each brand has a little more display space than Five Dock due to the different layout and different opportunities.”

When possible – Covid permitting – Whitfords will offer live cooking demonstrations and host supplier trade nights. “Our working kitchen is ready to go. We’ve also created an alfresco wine area, as the alfresco category picks up, particularly for suppliers who offer BBQs with cabinetry, such as Artusi, BeefEater and Capital. We’ll also have a walk-in Vintec wine cellar for a more unique experience.”

He added: “For the rest of the showroom, we’ve honed in on the product selection by showcasing a range of options, for example a basic oven to the most premium oven, to show that there’s something for everyone.”

Speaking more broadly on business conditions, Whitford said business has been good, supported by solid online sales and a strong renovation market, which he believes will continue for the foreseeable future. “People still have money to spend because they aren’t travelling overseas as early as they’d expected. Stock remains a significant issue, but customers are more understanding now. Before Covid, people were complacent with delivery times but over the last two years, everyone has learnt that logistics are more complex now and if they are after something specific, they are willing to wait longer.

“All retailers are in the same boat in relation to stock levels, so it really comes down to customer service and that’s what we do well.”

As for changes in consumer behaviour and the most noticeable trends, Whitford said: “We’ve noticed customers venture back to older style aesthetics with upright cookers growing in popularity. Built-in cooking is still huge but freestanding models have picked up, especially since we’ve moved to Camperdown, which likely reflects the types of homes in the area, but also the expanded options available in the market, not only in terms of design, but also functionality.

“People are also getting more adventurous with their aesthetics, moving away from stainless steel and white towards black, but also colours, among those who want to make more of a statement.”

The new Whitfords showroom is scheduled to officially launch in early March with a huge go-tomarket strategy planned across radio, billboards, and flyers to capture existing clients and reach new customers. “Whitfords is also celebrating 100 years of trading this year, which will be integral to our marketing efforts, coupled with our continued focus on being a family-owned business. We are excited to open our doors and serve our customers – both existing and new.”

The Whitfords showroom will trade Monday to Friday 9am to 5pm and Saturdays 9am to 4pm.