Mitre 10 Logo Featured Two Pieces of Timber Joined by a Mitre Joint, a Much-Used Join in Carpentty, and the Number Referring to the Original Members

PROMOTION The original Mitre 10 logo featured two pieces of timber joined by a Mitre joint, a much-used join in carpentty, and the number referring to the original members. This logo later evolved to show tl1e Mitt·e joint within a "television screen" shaped frame and in 1986, the livety and logo were completely redesigned to strengthen the brand's affmity with the hardware industry and to provide a more contemporaty look and feeL Mitt·e 10 's brand was fine-tuned again in 2001, rounding the sharp lines in the logo to provide a younger, friendlier and more modern appeal to a wider audience. The colouring has also been modified from a dark to a light blue that is bolder, cleaner and more modern. In 2000, the business announced a complete Additionally, Mitt·e 10 's four store formats are overhaul of its store format and branding, designed individually branded with their own colour to keep the business at the forefi·ont of Australia's palettes to match their specific target audiences hardware industry and to attract a new generation and product offerings. of customers. Mitre 1O 's first national campaign was Under the title Generation 21, Mitre 10 has market for more than fmty years, with a strong laut1ched in 1990, with the theme "Ask Mitre 10, Internet, any computer user is now free to browse rebranded its stores, introducing a handy store and emotional attachment from consumers they've got the lot" . Today's national slogan Mitt·e lO's home page. a large format store designed to lead the hardware revolves around the campaign theme "Look what industry into the future. Mitre 10 's logo and RECENT DEVELOPMENTS we've done to our place", which reflects Mitre lO's BRAND VALUES corporate colours also changed as part of the Competition in the marketplace is proving more and ability to service today's consumers' desire for Mitt·e 10 is the most recognised hardware chain in business' new strategy. more fierce, with the introduction to the industry of hardware self-fulfillment-fi·om fixing a tap washer the countty. The company has provided literally Through Generation 21, all previous Mitre 10 barn-style hardware super stores. Why? Industry to building a house - with the three fundamental millions ofhomeowners with solutions to their home and True Value Hardware stores were relatmched research indicates home owners, rather than elements required for rT.....,.r11nr-..::---,:-::,....,-.,--r7--r,...II?JP~--..,..., project aspirations. The as one of the fow- new Mitre 10 store brands to "selling up", are choosing to remain in their homes customer satisfaction - values enshrined in the spearhead the co-operative's move forward. longer, opting instead for "in1proving" their lifestyle service, advice and the Mitre 10 brand involve Divided according to store size, customer by "do-it-yourself' renovation and taking on right price. Supporting a commitment to demographic and geographic location, each store increasingly impressive home projects. Serious this campaign is the customers that they will type offers a distinct market proposition: renovators want evetything required to finish their tt·aditional "Mitt·e 10, 10 / pay no more for Mitre 10 Handy - conveniently located job under the one roof However, these consun1ers 10" tagline, which refers unsurpassed service by hardware stores providing a quick and easy are ut1willing to sactifice their need for personalised to the company's ability knowledgeable staff, shopping trip for products required for the repair, service and expeti knowledge simply for a lm·ge to answer hardware along with advice and a THE MARKET HISTORY maintenance and everyday functioning of urban product range. questions and provide comprehensive range of The Australian attitude toward hardware has The move to set up a co-operative group of homes. As most stores are still owned and operated by customers with suppott . ~;::;"!ia'?31i::n~~~::;~o;;2lm~~~:::;mM• products and related undergone a remarkable change since the mid hardware stores, originated from a meeting held in Mitre 10 Solutions - a new style hardware store "hardware families" - business people who have to achieve a perfect I 0110 result - and which services. This will ensure their satisfaction, as well nineties. The word hardware no longer simply Victmia in June 1959 with five men who would become offering products, ideas and advice to assist worked within the industty for generations- Mitre encapsulates Mitre 10 's committnent to excellence as providing a deep sense of conm1unity. evokes images of DIY fix-itjobs and "must get to" Mitre IO's founding fathers - Tom Molomby, Tom consumers expressing their individual styles. 10 store management and staff have accumulated a in evetything the organisation does. The Mitre I 0 brand will continue to evolve with projects around the home. Consumer perception Danaher, Reg Buchanan, Jack Womersley and Ian Mitre 10 Home and Trade - comprehensive depth of knowledge unsurpassed by their How does Mitre 10 maintain such a high time, suppmted by a thorough understanding of has now expanded to one which sees the hardware Nisbet. This move occutTed specifically to maximise products and services for the building trade and competitors. consumer recall percentage? While both the print the fast-changing face of the home improvement store as holding the key to living standard and funds and energy with regards to advertising and serious DIYer who need successful building, Moving forward, Mitre 10 recognises the and television media have been utilised extensively industty. Mitt·e 10 has development plans in place lifestyle improvement. promotions and to demonstrate that independent renovation and project outcomes. emergence and viability oflarge store fmmats and to promote the group since its inception, ties to sustain its dominant and respected position in The hardware market in Australia is estimated at operators offered service, advice and competitive Mitre 10 Mega - a one-stop-shop for all trades has launched its Mega flagships, coupled with its between Mitt·e I 0 stores and local conmmnities the Austt·a!ian retail landscape. $20 billion a year and is experiencing prices. The group quickly grew in people, DIYers and consumers, for bigjobs at great complementaty new smaller store fonnats, to ensme have always proved invaluable. rapid growth annually, due in part, membership to the point where it pnces. its number one position in the hardware market. Mitre 10 often lends its suppmt to vatious state THINGS YOU DIDN'T KNOW ABOUT to the explosion of interest in do-it MITRE 10 required a full tinte management team. Existing Mitre 10 and True Value stores have Mitt·e lO 's Generation 21 vision of segmented based and national community sponsorships, most MITRE 10 yourselfhome projects by both male After its electrifying start, the been re-branded Handy, Solutions, or Home and store offerings operating under a powerful ut11brella notably The Yout1g Australian of the Year Awards, and female consumers. innovative new company expanded operations, Trade, with Mega stores built mainly on a select brand was meticulously researched-wiili extensive as a means of contributing back to the cmm11ut1ity. with fifteen New South Wales members joining the number of greenfield sites across Australia. consumer and trade studies linked with market Importantly, many Mitre 10 stores are active 0 Mitre 10 is the largest independently ACHIEVEMENTS group by February 196 1. Queensland mapping technology. participants in their local cmm1mnities tlu·ough owned hardware chain in Australasia, Mitre 10 's success in both Australia MITRE 10 soon followed with seven retailers, THE PRODUCT Mitre 10 offers a complete hardware and home sponsorship oflocal sport, charities and cmmmmity with a local store within reach and New Zealand has been enviable, Home&Trade under the chainnanship of Arthur The name Mitre 10 is synonymous with hardware, improvement range through its four store brands support programs. More recently, the business throughout the country. with its members fostering and Scurr, joining the co-operative in building products, expert advice, knowledge and from products, service and advice required for the has partnered with Landcare Australia w1der the 0 All stores are privately owned and enjoying a close-knit sense ofunity and membership Januaty 1962, followed by a further sixteen members service and has become more to consumers than small DIY projects through Mitre 10 Handy, to the batmer of"Australia 's biggest home improvement" operated businesses. -the "spirit of Mitre 10" . However, there is more to from Newcastle in October the same year. With the simply an outlet for "nuts and bolts". Mitre 10 has total project support and range available through to improve the enviromnental health ofthe countty's 0 Originally there were only eight Mitre 10 than simply belonging to a company successfully operational in maintained its leadership of the hardwm·e retail Mitre 10 Mega stores. watetways. members oftl1e fledgling company, successful legacy. The company has MITRE 10 the three Eastern states by the end The company logo can also be found although the group was confident the also made a significant contribution Handy of 1962 and South Australia and emblazoned around various sporting grounds number would be increased to ten to Australia's state-based Western A ustt·al ia soon rutmi ng their throughout the countty Mitt·e 10 has a stt·ong history before long. "Mitre 10" simply economies and communities by becoming one of own state based co-operatives, attentions turned of involvement with the Australian Football League sounded more lyrical than "Mitt·e 8" or the cmmtty's largest small business employers. to crossing the Tasman. After initial early -sponsoring various clubs and suppotiing an elite "Mitt·e 11 "! The Mitre 10 Group is one of discussions in Auckland, Mitre I 0 list of champion players for marketing and branding 0 Ruth Guy created Mitt·e 10 hist01y Australia's largest enterprises ~ MITRE 10 New Zealand was established on opportunities .. The basis of Mitre 10 's marketing when she became the ftrst woman to be elected to a Mitt·e 10 board in 1988. supporting privately owned retailers l~lutions June20, 1974. strategy consists of direct marketing campaigns, and is regularly included in various Today, the Mitre 10 Hardware printed flyers and catalogues, c01mnunications and "Top I 00 Company" listings, compiled by state and Group has more than 900 stores throughout public relations strategies, television and radio www.mitt·e 1O.com.au national business media. Australia and New Zealand. campaigns. With the growing popularity of the

66 67 PROMOTION The original Mitre 10 logo featured two pieces of timber joined by a Mitre joint, a much-used join in carpentty, and the number referring to the original members. This logo later evolved to show tl1e Mitt·e joint within a "television screen" shaped frame and in 1986, the livety and logo were completely redesigned to strengthen the brand's affmity with the hardware industry and to provide a more contemporaty look and feeL Mitt·e 10 's brand was fine-tuned again in 2001, rounding the sharp lines in the logo to provide a younger, friendlier and more modern appeal to a wider audience. The colouring has also been modified from a dark to a light blue that is bolder, cleaner and more modern. In 2000, the business announced a complete Additionally, Mitt·e 10 's four store formats are overhaul of its store format and branding, designed individually branded with their own colour to keep the business at the forefi·ont of Australia's palettes to match their specific target audiences hardware industry and to attract a new generation and product offerings. of customers. Mitre 1O 's first national campaign was Under the title Generation 21, Mitre 10 has market for more than fmty years, with a strong laut1ched in 1990, with the theme "Ask Mitre 10, Internet, any computer user is now free to browse rebranded its stores, introducing a handy store and emotional attachment from consumers they've got the lot" . Today's national slogan Mitt·e lO's home page. a large format store designed to lead the hardware revolves around the campaign theme "Look what industry into the future. Mitre 10 's logo and RECENT DEVELOPMENTS we've done to our place", which reflects Mitre lO's BRAND VALUES corporate colours also changed as part of the Competition in the marketplace is proving more and ability to service today's consumers' desire for Mitt·e 10 is the most recognised hardware chain in business' new strategy. more fierce, with the introduction to the industry of hardware self-fulfillment-fi·om fixing a tap washer the countty. The company has provided literally Through Generation 21, all previous Mitre 10 barn-style hardware super stores. Why? Industry to building a house - with the three fundamental millions ofhomeowners with solutions to their home and True Value Hardware stores were relatmched research indicates home owners, rather than elements required for rT.....,.r11nr-..::---,:-::,....,-.,--r7--r,...II?JP~--..,..., project aspirations. The as one of the fow- new Mitre 10 store brands to "selling up", are choosing to remain in their homes customer satisfaction - values enshrined in the spearhead the co-operative's move forward. longer, opting instead for "in1proving" their lifestyle service, advice and the Mitre 10 brand involve Divided according to store size, customer by "do-it-yourself' renovation and taking on right price. Supporting a commitment to demographic and geographic location, each store increasingly impressive home projects. Serious this campaign is the customers that they will type offers a distinct market proposition: renovators want evetything required to finish their tt·aditional "Mitt·e 10, 10 / pay no more for Mitre 10 Handy - conveniently located job under the one roof However, these consun1ers 10" tagline, which refers unsurpassed service by hardware stores providing a quick and easy are ut1willing to sactifice their need for personalised to the company's ability knowledgeable staff, shopping trip for products required for the repair, service and expeti knowledge simply for a lm·ge to answer hardware along with advice and a THE MARKET HISTORY maintenance and everyday functioning of urban product range. questions and provide comprehensive range of The Australian attitude toward hardware has The move to set up a co-operative group of homes. As most stores are still owned and operated by customers with suppott . ~;::;"!ia'?31i::n~~~::;~o;;2lm~~~:::;mM• products and related undergone a remarkable change since the mid hardware stores, originated from a meeting held in Mitre 10 Solutions - a new style hardware store "hardware families" - business people who have to achieve a perfect I 0110 result - and which services. This will ensure their satisfaction, as well nineties. The word hardware no longer simply Victmia in June 1959 with five men who would become offering products, ideas and advice to assist worked within the industty for generations- Mitre encapsulates Mitre 10 's committnent to excellence as providing a deep sense of conm1unity. evokes images of DIY fix-itjobs and "must get to" Mitre IO's founding fathers - Tom Molomby, Tom consumers expressing their individual styles. 10 store management and staff have accumulated a in evetything the organisation does. The Mitre I 0 brand will continue to evolve with projects around the home. Consumer perception Danaher, Reg Buchanan, Jack Womersley and Ian Mitre 10 Home and Trade - comprehensive depth of knowledge unsurpassed by their How does Mitre 10 maintain such a high time, suppmted by a thorough understanding of has now expanded to one which sees the hardware Nisbet. This move occutTed specifically to maximise products and services for the building trade and competitors. consumer recall percentage? While both the print the fast-changing face of the home improvement store as holding the key to living standard and funds and energy with regards to advertising and serious DIYer who need successful building, Moving forward, Mitre 10 recognises the and television media have been utilised extensively industty. Mitt·e 10 has development plans in place lifestyle improvement. promotions and to demonstrate that independent renovation and project outcomes. emergence and viability oflarge store fmmats and to promote the group since its inception, ties to sustain its dominant and respected position in The hardware market in Australia is estimated at operators offered service, advice and competitive Mitre 10 Mega - a one-stop-shop for all trades has launched its Mega flagships, coupled with its between Mitt·e I 0 stores and local conmmnities the Austt·a!ian retail landscape. $20 billion a year and is experiencing prices. The group quickly grew in people, DIYers and consumers, for bigjobs at great complementaty new smaller store fonnats, to ensme have always proved invaluable. rapid growth annually, due in part, membership to the point where it pnces. its number one position in the hardware market. Mitre 10 often lends its suppmt to vatious state THINGS YOU DIDN'T KNOW ABOUT to the explosion of interest in do-it MITRE 10 required a full tinte management team. Existing Mitre 10 and True Value stores have Mitt·e lO 's Generation 21 vision of segmented based and national community sponsorships, most MITRE 10 yourselfhome projects by both male After its electrifying start, the been re-branded Handy, Solutions, or Home and store offerings operating under a powerful ut11brella notably The Yout1g Australian of the Year Awards, and female consumers. innovative new company expanded operations, Trade, with Mega stores built mainly on a select brand was meticulously researched-wiili extensive as a means of contributing back to the cmm11ut1ity. with fifteen New South Wales members joining the number of greenfield sites across Australia. consumer and trade studies linked with market Importantly, many Mitre 10 stores are active 0 Mitre 10 is the largest independently ACHIEVEMENTS group by February 196 1. Queensland mapping technology. participants in their local cmm1mnities tlu·ough owned hardware chain in Australasia, Mitre 10 's success in both Australia MITRE 10 soon followed with seven retailers, THE PRODUCT Mitre 10 offers a complete hardware and home sponsorship oflocal sport, charities and cmmmmity with a local store within reach and New Zealand has been enviable, Home&Trade under the chainnanship of Arthur The name Mitre 10 is synonymous with hardware, improvement range through its four store brands support programs. More recently, the business throughout the country. with its members fostering and Scurr, joining the co-operative in building products, expert advice, knowledge and from products, service and advice required for the has partnered with Landcare Australia w1der the 0 All stores are privately owned and enjoying a close-knit sense ofunity and membership Januaty 1962, followed by a further sixteen members service and has become more to consumers than small DIY projects through Mitre 10 Handy, to the batmer of"Australia 's biggest home improvement" operated businesses. -the "spirit of Mitre 10" . However, there is more to from Newcastle in October the same year. With the simply an outlet for "nuts and bolts". Mitre 10 has total project support and range available through to improve the enviromnental health ofthe countty's 0 Originally there were only eight Mitre 10 than simply belonging to a company successfully operational in maintained its leadership of the hardwm·e retail Mitre 10 Mega stores. watetways. members oftl1e fledgling company, successful legacy. The company has MITRE 10 the three Eastern states by the end The company logo can also be found although the group was confident the also made a significant contribution Handy of 1962 and South Australia and emblazoned around various sporting grounds number would be increased to ten to Australia's state-based Western A ustt·al ia soon rutmi ng their throughout the countty Mitt·e 10 has a stt·ong history before long. "Mitre 10" simply economies and communities by becoming one of own state based co-operatives, attentions turned of involvement with the Australian Football League sounded more lyrical than "Mitt·e 8" or the cmmtty's largest small business employers. to crossing the Tasman. After initial early -sponsoring various clubs and suppotiing an elite "Mitt·e 11 "! The Mitre 10 Group is one of discussions in Auckland, Mitre I 0 list of champion players for marketing and branding 0 Ruth Guy created Mitt·e 10 hist01y Australia's largest enterprises ~ MITRE 10 New Zealand was established on opportunities .. The basis of Mitre 10 's marketing when she became the ftrst woman to be elected to a Mitt·e 10 board in 1988. supporting privately owned retailers l~lutions June20, 1974. strategy consists of direct marketing campaigns, and is regularly included in various Today, the Mitre 10 Hardware printed flyers and catalogues, c01mnunications and "Top I 00 Company" listings, compiled by state and Group has more than 900 stores throughout public relations strategies, television and radio www.mitt·e 1O.com.au national business media. Australia and New Zealand. campaigns. With the growing popularity of the

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