WHEN THE GOING GETS TOUGH, THE TOUGH GET GOING
A DRAMATICALLY changing retail landscape has prompted one of Queensland’s best-known businesses to revamp its strategy after more than four decades in business.
Homewares and linen retailer Pillow Talk has been in business since 1977, and managing director Heath Goddard said the company had undergone a metamorphosis in the past 15 months. The company last Saturday opened the doors to a new store at the Skygate Home and Life centre, near the Brisbane Airport, the city’s latest destination retail centre.
For Pillow Talk, which has more than 55 stores across the country, this will be the first of its retail sites to have a revamped “look and feel” with a slightly reworked logo.
Other stores will be refreshed in the coming months, with a focus on open-planned layouts and less clutter.
“It’s been a long process – it’s not something we’ve done overnight,” Mr Goddard said.
“We’ve been in business for more than 40 years and in today’s society a little bit of change doesn’t do any harm, provided that its well-constructed and well-thought through.
Mr Goddard said during the rebranding the company was focused on maintaining its high-quality customer service and range of products.
“Any retailer is flat out surviving but the best thing you can do is be proactive and observe your surroundings, and take advice from different people,” he said. “That’s something we’re doing with great confidence ... we’re seeing a slight uptick from where we were 12 months ago which is positive.”
Asked about the growing presence of online retailers in the Australian market, Mr Goddard said both bricks and mortar retailing and ecommerce were important for retailers.
“Customers tend to go online, have a look and get their information, and we find then they often want to also come in store,” he said.
“Touching and feeling product still is a big factor, particularly when it comes to textiles.”
CHALLENGE; Heath Goddard, managing director of Pillow Talk, at the Skygate store, near Brisbane Airport. Picture: AAP/Richard Waugh