Former Godfreys stores in Mount Barker, Noarlunga, Victor Harbor rebrand as Notfreys

The future for some SA Godfreys franchises looked like it might suck, but now stores have unveiled a new name – and new beginning.

The collapse of Australian retail giant Godfreys has sucked for employees and the community, but some franchisees are banding together to keep their businesses alive and workers in jobs.

After Godfreys’ voluntary administration and liquidation earlier this year that put 600 jobs at risk, the future was looking dark – especially for Noarlunga manager Bec Chiappini who moved into her “dream job” less than a year before it happened.

“When we first went into administrations that was hard … but then all of a sudden we went into liquidation and customer confidence went down, and it’s been hard for them,” Ms Chiappini said.

The Notfreys name is a tribute to the old, but a gate to the new. Bec Chiappini, Notfreys Noarlunga store’s manager, says the future was looking up. Picture: Russell Millard

But some owners, like her boss Darren Riley, were determined to continue his 20-year business and they just needed a new name – that wasn’t Godfreys.

“Thankfully Darren has put something together where we can move forward … we’re not going anywhere and we are looking forward to seeing the customers come back with confidence,” she said.

Owner of the Mount Barker and Noarlunga locations, Darren Riley, said despite the struggles in the weeks following the administration, the future was starting to look up for the temporarily branded Notfreys stores.

“I think the biggest silver lining for us is we aren’t controlled on what we can stock in our stores any more … the opportunity to give customers what they want,” the 48-year-old said.

“But also, something near and dear to our hearts, is that we have been able to commit to our staff they will have a full-time job going forward.

“We’re quite proud of that, we’ve been able to keep as many people on as we can.”

Mr Riley said they had been given 10 days notice by administrators, and have had to work to secure temporary leases with landlords, relationships with suppliers for more than 1000 products and new brands and offerings for customers.

Bec Chiappini, Notfreys Noarlunga store manager,, Picture: Russell Millard

“There’s 28 locations … three in SA, eight in New Zealand and seventeen more across Australia … we’re all banding together,” he said.

“It’s only been four or five weeks since we officially had to do this and we have secured 80 to 90 per cent of our products already.

“We’re also drastically increasing our range of machines, chemicals, janitorial products and looking to find solutions for customers with home brand products and expand into repairs.”

Mr Riley said the local community has continued to be supportive of their efforts and he asked it continue to be patient as the transitions behind the scenes continued.

Currently three locations will continue trading under Notfreys – Mount Barker, Noarlunga and Victor Harbor – but Mr Riley said a location north of Adelaide was on the table, but yet to be confirmed.

The Notfreys name is unlikely to last, as Mr Riley said the remaining stores are looking at the possibility of a new parent company and completely new brand.

Originally published as Former Godfreys stores in Mount Barker, Noarlunga, Victor Harbor rebrand as Notfreys