By Martin Vedris

RUTHERFORD, NSW: BSR Australia Limited, the franchisor of the Betta Electrical brand, has opened a new Betta Electrical Superstore at Rutherford, 40 km north-west of Newcastle, NSW.

The store, the fourth Betta Electrical in the region, will have its official opening ceremony on 15 December, with a planned sale across its entire product range to celebrate.

BSR Group general manager Ian Brown said the Rutherford Superstore, a 1,400m² outlet located at the Hunter Supercentre on the New England Highway, was part of BSR’s expansion strategy.

“BSR Group is looking forward to helping Betta Electrical Rutherford build a long and lasting relationship with the local community,” he said. “We’re acutely aware of the important role we have to play in regional areas and look forward to providing first-class products and service to the local community.”

The Rutherford store increases BSR Australia’s concentration in the Newcastle and Hunter region to four stores within 60 km of each other, with the other Betta Electrical locations at Singleton, Raymond Terrace and Tanilba Bay.

Rutherford store owner Gary Reznikov said he wanted to build up strong brand recognition in the local community.

“Previously, residents of Rutherford had to travel all the way to Newcastle — a round trip of about one-and-a-half hours — to find an electrical retailer offering the same size and services as Betta Electrical,” he said. “I am looking forward to bringing Betta’s products and services to a community that had not previously had access to them.”

BSR Rutherford is Rezinkov’s second Betta Electrical store. His first store, in Forster, on the New South Wales north coast, opened in April 2007.

“Under the BSR structure, I have complete control of my store,” Reznikov said. “Strategy isn’t dictated by head office and, for me, it’s important to have the freedom to grow the business."