Store-within-store concept.

The Good Guys has partnered with the UK’s leading kitchenware specialist, Lakeland, to launch the brand in Australia from October this year, with its website and first stand-alone store scheduled to follow in the first quarter of 2017.

Commenting on the partnership, The Good Guys CEO, Michael Ford, said, “We are delighted to be partnering with Lakeland to bring this exciting and innovative brand to Australian customers. It is the perfect complement to our extensive offering that provides ‘Everything for the Cook’, from kitchen design and cabinetry to appliances and kitchenware.”

“Lakeland is an incredibly loved brand in the UK and it won’t take long for Australian consumers to discover why. When you combine the product quality with the price and their customer service I think they bring something new and very special to the Australian market,” he said.

Lakeland Windermere Flagship

Lakeland Windermere flagship store demonstration Kitchen

“We have been refining our kitchenware product range over the past nine months and the addition of Lakeland will provide us with a unique solution for kitchenware that puts us well ahead of our competitors,” Ford added.

The Good Guys will be responsible for managing Lakeland’s Australian operations. The partnership will begin with Lakeland stores-within-stores at The Good Guys, starting in 12 locations in 2016 with plans to expand nationally over the next two years and the first stand-alone Lakeland store scheduled to open in the first quarter of 2017.

Lakeland managing director, Sam Rayner, believes there is tremendous opportunity for the Lakeland brand in Australia.

“Our innovative, quality kitchenware ranges align perfectly with Australia’s foodie culture and passion for cooking so we’re confident that our products will prove very popular with Australian consumers,” he explained.

Lakeland marketing and international development director, Tony Preedy added, “We are very selective with the markets we choose to enter and Australia’s no different. We’re delighted to make Lakeland’s products available to Australian consumers and are extremely pleased to have selected iconic Australian retailer, The Good Guys, as our local partner.”

The Lakeland range has over 4,000 products from quality kitchen utensils and storage containers to vegetable spiralizers and anti-gravity pouring cake kits. Lakeland operates a network across the UK, India and the Middle East as well as distributing to millions of customers worldwide.