Women targeted for Woolworths hardware expansion

Women are being targeted for Woolworths’ $24 billion expansion into the hardware business, reports The Courier-Mail.

The retail giant announced this month it would build a chain of hardware stores in a joint venture with leading US home improvement retailer Lowes.

According to the reports, Melinda Smith, chief operating officer of the chain said it would fill a gap in the home improvement market by focusing on women.

“Our research tells us females make 80 percent of the purchase decisions when it comes to home improvements,” she said.

The venture will pitch Woolworths head-on with Wesfarmers’ popular Bunnings hardware chain.

The first store is expected to open in the northern Melbourne suburb of Coolaroo by late 2011 as part of a rollout of 150 stores across Australia in the next five years.

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  • Fred Malcolmson

    I remember when BBC hardwarehouse opened prior to Bunnings they said that they were aiming at women and based their store on Lowes in the USA. When Mitre 10 Mega opened they too said that women were their target market. Bunnings now own BBC Hardwarehouse and Mitre 10 is going backwards. Go Figure. Will They be like Big W….no staff and a poor range? I think they would be better sticking to supermarkets and hotels. It could end in tears just like BBC and Mitre 10.