DEKA (New Zealand)
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The DEKA General Merchandise brand was launched in 1988 by L.D. Nathan after splitting their supermarket and general merchandise divisions.
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[edit] History
In 1985 L.D. Nathan split their business into two separate divisions; supermarkets and general merchandise after acquiring the McKenzies general merchandise stores. L.D Nathan rebranded their General Merchandise business in 1988 to DEKA with 90 stores. The launch was supported with a large advertising campaign of print and TV advertising with the "I Feel Good" slogan and James Brown classic song. DEKA used the "I feel good" slogan until 1996
DEKA joined with Farmers Trading Company in 1992 and created Farmers Deka Limited. 1996 saw the launch of DEKA's new slogan "You Know Where" which was later changed to "Better value, every day". By 2001 DEKA store numbers had reduced to 60.
On the 31st July 2001, the DEKA brand ceased to operate within New Zealand. 17 stores were converted to Farmers stores and the remaining 43 were closed.
The demise of DEKA was due to fierce competition from The Warehouse and continual trading loses.
[edit] DEKA stores that closed
NORTHLAND (3) Dargaville, Kaikohe, Whangarei
AUCKLAND (8) Downtown (Queen St), Karangahape Rd, Manukau, Onehunga, Otahuhu, Pakuranga, Papakura, Pukekohe
WAIKATO (6) Hamilton, Huntly, Morrinsville, Taupo, Te Awamutu, Te Kuiti
TARANAKI (3) Hawera, New Plymouth, Stratford
KING COUNTRY-WANGANUI (2) Taumaranui, Wanganui
BAY OF PLENTY (1) Tauranga
HAWKES BAY (3) Napier, Waipukurau, Wairoa
WAIRARAPA - WELLINGTION (8) Coastlands (Paraparaumu), Cuba St (Wellington), Fielding, Lambton Quay (Wellington), Levin, Lower Hutt, Masterton, Wainuiomata
MARLBOROUGH (2) Blenheim, Richmond
CANTERBURY (3) Bush Inn, Eastgate, New Brighton
OTAGO (3) Balclutha, Dunedin, Oamaru
SOUTHLAND (2) Gore, Invercargill
[edit] DEKA stores rebranded as Farmers
AUCKLAND (3) New Lynn, Westgate, Whangaparoa
WAIKATO (3) Chartwell (Hamilton), Matamata, Tokoroa
BAY OF PLENTY (2) Rotorua, Whakatane
GISBORNE (1) Gisborne
MANAWATU (1) Palmerston North
HAWKES BAY (1) Hastings
WELLINGTON (1) Kilbirnie
NELSON (1) Nelson
WEST COAST (1) Greymouth
CANTERBURY (3) Hornby, Riccarton, Timaru
