The Winning Group is expanding its position in the clearance market, announcing it will acquire Electro Seconds Factory Outlet, an independent family-run factory outlet business in Parramatta.

John Winning, CEO of Winning Group and founder of Appliances Online said the acquisition provided a strategic opportunity to strengthen Appliances Online’s positioning in the clearance market.

“Appliances Online expanded into the clearance market in September of last year and the acquisition of Electro Seconds Factory Outlet will significantly strengthen our offering in this area.”

Appliances Online opened a clearance outlet in Auburn in Sydney’s western suburbs in September 2014. For the time being Electro Seconds will keep its own name and appearance so there won’t be more bricks and mortar Appliances Online stores popping up around Sydney, yet.

“We have no intention to immediately rebrand the business — we want to run it as is so we can learn more about how it will best fit within the Group,” Winning said.

As part of the transition all Electro Seconds staff will remain and Electro Seconds Factory Outlet co-founder and sales purchasing & marketing manager, Behrouz ‘Baz’ Bolurieh, who has worked in the appliance industry for more than seven years, will head up Appliances Online’s clearance operations.

“I have known Baz for many years, and look forward to him joining our team and leading Appliances Online’s Clearance Outlet,” Winning said.

“Like us, Electro Seconds Factory Outlet has a strong focus on providing exceptional customer service and, as part of the acquisition, we will retain all staff. The business has extensive experience within the clearance and seconds market, and the team’s expertise will be a huge asset for Appliances Online’s Clearance Outlet store.”

In the past Electro Seconds has caught Appliance Retailer’s attention with its sense of humour and its choice of celebratory cakes.

Bolurieh said, “Appliances Online has always been a business that I have admired so I’m thrilled to be joining the Winning team and in charge of rolling out the company’s clearance super-store.”