New Anaconda store at Jape Homemaker Village sets retail records

Anaconda has smashed retailing records at its new Darwin store

Anaconda store manager Mike Randall is delighted with how the business is performing after opening at Jape Homemaker Village. PICTURE: Ivan Rachman

Anaconda has smashed retailing records at its new Darwin store.

Australia’s largest outdoor, adventure, camping and sports super store Anaconda opened at the Jape Homemaker Village 11 days ago.

Store manager Mike Randall — who was poached from BCF, also located at Jape Homemaker — said the store was well on the way to breaking a “seven figure target in less than half the time we thought possible.”

“Anaconda did a greater trade in our first week than our largest competitor did in a Christmas week,” Mr Randall said.

“As a consumer I think the competition between us is very positive and having us in one location is even better. Our presence is generating business for the other businesses in the area.”

A store counter recorded more than 5500 customers on the opening Saturday and another 3500 on the Sunday. By lunchtime Tuesday more than 10,000 customers had been through the store. Anaconda has added two more staff to the 25 already employed.

It has ramped up its stock delivery to meet demand.

Mr Randall said the customer feedback had been extremely positive.

“People in the Territory are starved of variety and they are looking for something which is Territorian and Anaconda set out to create a range relevant to them,” he said.

“Our social media feedback has been very positive. I hired two staff yesterday and we have been receiving extra delivery trucks.

“The ranges we bought in for Darwin all sold out in that opening weekend. In many areas we sold three weeks of predicted stock in two days. We had the stock to prop it up but we had already placed order place to cover it. You have to have 7 to 10 days lead time to get more stock.

The store has a footprint of more than 2100sqm and is located in the old Spotlight position. The Darwin outdoor and adventure equipment retail market is estimated at $40 million a year.

“In the outdoor leisure business we did twice the amount of turnover than any other store Darwin,” Mr Randall said.

“We did the largest opening week than any other store in the outdoor leisure industry has had in its opening week in Australia. We did triple of what our largest competitor did on their opening day.”

Anaconda and BCF have been heavily advertising to capture the market. BCF used street signs to point towards their sales trying to capture attention.

The recruitment of Mr Randall included him ensuring local lines like Reidy’s Lures and Big Fish Apparel.

“We’ve got everything from sporting gear to adult gear, to kids’ stuff. We stock Lorna Jane and we are the only place to supply it outside of their stores,” he said. “Who hasn’t gone down to the Trailer Boat Club and seen a lady enjoying a wine in active wear? I know I see it all the time.”

Anaconda is hoping to reach 50 staff over time.

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