The Trusts to Re-Brand West Auckland Outlets

West Aucklanders are to benefit from new retail liquor brands, in a campaign designed to boost consumer choice.

The campaign will see The Trusts, a community mandate to operate retail licenses in the area, develop all stores into a franchise brand model.

This move will see liquor outlets in the surrounding areas of West Auckland be rebranded, and operate as either a Liquorland or Super Liquor store. The change is set to occur within the next 12 months.

The Trusts has 25 stores in its control, making it one of New Zealand’s largest liquor retail chains and the second largest employer in West Auckland. The Trusts rebranded three of their stores to be classed as Liquorland in 2021, and one more in 2022.

CEO of The Trusts, Allan Pollard said that the current stores have supplied consumers in the region for more than half a century, but the introduction of the new retail model will incorporate the two largest liquor retailers in the country into the region.

“Our sales data shows the Liquorland stores developed as part of our initial trial have been well received by the region,” said Pollard.

“Under our new initiative, consumers will see one of two new franchised brands replacing each of The Trusts stores in their area - with potential for other liquor retail brands in the future.”

Residents of West Auckland will still have access to the same product range, including pricing and promotions available at any other Liquorland or Super Liquor stores around the country. A wider stock is expected for selected product lines, including products sourced from local vineyards and boutique manufacturers.

Pollard predicts that each store could carry up to 2,000 different products and that there will be no reduction in the number of outlets in response to the change.

“This change programme is an extension of The Trust's strategic growth strategy, with the move designed to create significant cost efficiencies for us and removing the cost of running our own retail brand.”

The Trusts have pledged an annual donation of up to $5 million to local community groups and projects as a result of a possible expansion and growth of outlets after the merger.