Bunnings v Masters: Are they really so different?

ON product range and price, it is hard to split the two. So why has Masters failed where Bunnings has been a runaway success?

SYDNEY, AUSTRALIA - JANUARY 18: Masters home improvement store at Chullora on January 18, 2016 in Sydney, Australia. Woolworths today announced plans to exit the Masters Home Improvement and Home Timber & Hardware business, by either selling the chain or shutting it down if no buyer can be found. (Photo by Ben Rushton/Getty Images)

WHEN fabled brand designer Hans Hulsbosch announced the Masters concept in May 2011, he said it would be more than just a hardware store.

To enter this shop would be an experience, he said — it would turn mums and dads into artisans.

DO YOU PREFER BUNNINGS, OR MASTERS? TELL US WHY BELOW

“When you want to build a home or do something to renovate your place, who are the experts, the people you really want to work with?” he said.

“Surely that is the master builder or the master gardener or the master painter.”

Tradies were even given exclusive access to the store before the official public opening.

Stores themselves were decked out in polished concrete and a cool blue livery, with a drill-bit motif logo.

Customers were to be greeted by employees with at least 100 hours of training in the ‘science of hardware’.

Maybe it’s the weekend Bunnings sausage sizzles? Bunnings workers Helen Dumont and Jen Clark with shopper June Young. Picture: Ian Svegovic

It should have blown rival Bunnings out of the water. So why didn’t it?

On product range and price, it is hard to split the two.

After a gazebo? At Masters, a Del Terra model in green is available for $54.

Pop-up beach shelter tickle your fancy? Bunnings has you covered for less than $40.

Cordless drill? Both have dozens to choose from.

Bunnings has more stores and staff, but has been around a lot longer.

The real difference between them seems to be something people can’t really put their finger on: Bunnings is just more ‘likeable’.

There’s been too many empty isles at Masters Home Improvement stores. Picture: Richard Gosling

Excitable Bunnings megastore expert staff Ian Cunningham (Power and Gardening), Store Manager Thomas Bantios and Garry McMillan (DIY and Plumbing) (left to right). Picture: Kylie Else

Comments made by Masters customers to research firm Canstar Blue indicate ambivalence toward the chain.

“Bunnings seem to do it better, not sure what it is, but the atmosphere and stock is better,” said one customer.

“Bunnings remains my personal preference,” said another.

Masters by the numbers

Stores: 63

Employees: 7,000

Price of a treated pine two by four: $5.77

Price of four Duracell AAA batteries: $9.49

Cheapest toilet seat: $7.90

Bunnings by the numbers

Stores: 236

Employees: 38,000

Price of a treated pine two by four: $4.68

Price of four Duracell AAA batteries: $9.49

Cheapest toilet seat: $7.49

DO YOU PREFER BUNNINGS, OR MASTERS? TELL US WHY BELOW