Pureplay kitchenware retailer, Kitchenware Direct, will merge this month with Perth-based format kitchenware retailer Kitchen Warehouse to develop a physical presence.

The new business will continue under the single brand Kitchen Warehouse.

Peter Macaulay, Kitchen Warehouse director, said pure play retailing is an exciting space but they felt they could deliver more to their customers than just the best price and service when they purchase online.

“We wanted to deliver more broadly to consumers not only online but also in-store. We want to create a national retail brand that consumers recognise; this was always going to be a challenge as a niche pureplay retailer,” said Macaulay.

Macaulay said by having a physical presence, they can provide experience and inspiration through workshops, demonstrations and events.

“Also, having a physical network of stores allows us to provide best in class cross channel experience through initiatives such as click and collect, endless aisle capabilities and the ability to return in-store,” he said.

“Last but not least, we look forward to not only augmenting our digital experience with a physical presence, but we are also excited to rollout some world class in-store digital experiences that leverage on our 10 years of e-commerce experience.”

With a combined head count of over 200, Kitchen Warehouse currently has a network of seven stores in Perth, with plans to open more stores on the eastern seaboard in the near future.

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