As it expands in regional areas.

Joyce Mayne has opened its latest retail store in Darwin with a comprehensive range of home appliances, air conditioning, computers, mobiles, televisions, audio and IT equipment.

The two store proprietors, Scott Purcell (electrical) and Daniel Beech (computers) will be joined by 25 sales staff.

Based on the retailer’s new store format, the space measures approximately 22,000 square metres, comparable to its recently opened stores in Townsville and Maroochydore in Queensland.

“We have been looking for the right location in Darwin for some time,” Joyce Mayne executive general manager, Paul English told Appliance Retailer.

“We feel the Darwin market is going to have a good level of consistent growth and opportunity now and for many years to come. Darwin is probably a little under resourced in quality retailers compared to some of the other regional centres we trade in so it seems a perfect fit for the new Joyce Mayne format.

Joyce Mayne Darwin proprietors, Scott Purcell and Daniel Beech 

 “We are under no illusion that we are a new brand in a new market, and for Joyce Mayne to be successful, we need to do the same thing we do in other markets, and that is prioritising customer service and to become a member of the local community.

“We want to be seen as a regionally focused retailer that understands the needs of local customers and provide them the best service possible. Anyone can focus just on price but we want to be a trusted retailer within the Darwin market, where price, service and the needs of our customers can be meet each and every day.”

English is confident that additional Joyce Mayne stores will open around the country in the near future with a focus on regional areas.

“We are constantly looking for the right opportunity and when we find the right one, we will act, and act quickly.

“The Joyce Mayne of today is nothing like it was many years ago. The business has transformed over the past five years and continues to grow. All locations have been either upgraded or transformed into our new look and feel. We love employing locals and becoming part of a local community in dynamic regional areas. The future is looking very bright indeed.”