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 to create 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 31 July 2001, the DEKA brand ceased to operate in New Zealand. Its demise was due to fierce competition from The Warehouse and continual trading losses. Seventeen stores were converted to Farmers stores and the remaining 43 were closed.
[edit] DEKA stores that closed
NORTHLAND (3) Dargaville, Kaikohe, Whangarei
AUCKLAND (9) Downtown (Queen St), Karangahape Rd, Manukau, Onehunga, Otahuhu, Pakuranga, Papakura, Pukekohe, Takapuna
WAIKATO (6) Hamilton, Morrinsville, Taupo, Te Awamutu, Te Kuiti, Huntly where a D.E.K.A pole is still erected
TARANAKI (3) Hawera, New Plymouth, Stratford
KING COUNTRY-WANGANUI (2) Taumaranui, Wanganui
BAY OF PLENTY (1) Tauranga, Rotorua
HAWKES BAY (3) Napier, Waipukurau, Wairoa
MANAWATU (2) Palmerston North, Feilding
WAIRARAPA - WELLINGTION (8) Coastlands (Paraparaumu), Cuba St (Wellington), 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
HAWKES BAY (1) Hastings
WELLINGTON (1) Kilbirnie, Upper Hutt
NELSON (1) Nelson
WEST COAST (1) Greymouth
CANTERBURY (3) Hornby, Riccarton, Timaru
[edit] See also
[edit] References
- "Rebranding & Closure of DEKA Stores". Scoop.
