New Direction For Realcold Sparks New Super Branch
22 April 2015
Leading New Zealand refrigeration and air-conditioning wholesale
supplier, Realcold, announced today it is opening its first
Australian Super Branch in a bold new move to better service its
existing customers and grow the business in Australia.
The company, which is owned by the Goodfellow family, has been
operating in New Zealand since 1955 and in Australia for more than
a decade. During the last 24 months it has analysed every aspect of
the business to understand how to respond to changes in the
industry and better serve its customers.
The first Australian Super Branch will open in Archerfield,
Brisbane, in June. It follows Realcold opening a Super Branch in
Christchurch earlier this year, which has been very well received
by customers and suppliers.
CEO of Realcold Tony Broome says the Brisbane Super Branch
will consolidate its smaller Queensland branches and create a
better offering of equipment and parts for its customers.
"We have a long standing history within the industry, but the
industry is changing. We know our customers want more support from
us when they are on the go and when they visit our branches; they
want to be able to get everything they need.
"As a result of reviewing our Australian operation we'll be
opening this Super Branch in Brisbane, as well as beefing up our
call centre. We're also changing our sales structure, so our staff
are better placed to get out and see our customers. Gone are the
days that we should expect customers to always come to us," says
The new Brisbane Super Branch will be located on Boundary Road
in Archerfield, Brisbane and Broome says it is set to have a
"fresh, tidy look and feel, will be easily accessible and will be
fully equipped with products and parts."
Opening the Super Branch is part of a wider business strategy
to grow the business across both sides of the Tasman and better
serve customers. As part of the sales restructure, branch managers
throughout the company are in charge of territories within their
region and will travel more to see customers.
"We have also automated our systems so they run more smoothly,
grown our call centre capability so we can better answer our
customers' questions and are gearing up to introduce a digital
sales solution in 2016.
"This is an exciting time for our company. It's about working
in a smarter, more succinct way that benefits our customers," says