Joyce Mayne GM identifies competition, and it’s not Harvey Norman

Exclusive by Patrick Avenell

Joyce Mayne general manager Ross Morgan has this morning given an insight into how the retail group will be positioning itself as it embarks on a new expansion strategy.

Joyce Mayne is part of the wider Harvey Norman listed retail group, but the two retail brands will not be going head-to-head in any intra-company competition.

“We’re in a different market to Harvey Norman, we compete more with Retravision and the Good Guys,” said Morgan.

“We will not be going into metropolitan at all. We are a country and regional retailer.”

Although this news may be welcome by Harvey Norman franchisees, it is a warning to the independently owned Retravision and Good Guys businesses, which have for a long time enjoyed good success in Australian regional centres.

Joyce Mayne currently has 12 stores in Queensland and New South Wales, and a series of recently announced new stores will take that figure to 16. Morgan did not mention any specific plans to open new stores in any other states or territories.

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