Big W's bid to overtake Kmart
Kmart has dominated the Australian market when it comes to cheap, stylish homewares. Now Big W is hitting back, releasing ranges it hopes will position it as a real competitor.
"Kmart have been the jewel in the crown. They certainly have done incredible work, but I think Big W are on their tail now and are going to chase after that market," retail expert Paul Greenberg told Today.
"Who is going to win? The customer. Because competition raises the bar for everyone."
Tomorrow, Big W will release its latest collection of designer-inspired homeware pieces.
Big W's new cabinet retails for $149, $850 cheaper than West Elm's version Nine
The Luxe for Less range includes a cabinet that is almost identical to a West Elm product — the main difference being that Big W's version costs a full $850 less.
Likewise, Big W will retail an in-vogue velvet chair that costs $341 less than a similar Temple and Webster item.
Big W's new range includes velvet chairs that are clearly inspired by high-end designs Nine
"Quality product doesn't have to be expensive," Greenberg added, saying customers now expect homewares to follow in the footsteps of fast fashion: designer style at no added cost.
"I call it 'democratising the beautiful.'"
Showcasing its versatility, Big W has styled one room three different ways for the Today Show. The budget totalled no more than $450 for each look.
This peacock-blue spread is one of Big W stylist, Gina Curiano's, favourite pieces. These rooms were styled in a bid to showcase the retailer's newest homeware range. Nine
Stylist Gina Curiano singles out the faux-fur throw cushion and velvet dining chair as the signature pieces in this room. Nine
Big W's stylist fitted out this room in a feminine fashion, choosing colour-of-the-year, musky pink, and gold trimmings. Nine
"Big W's results haven't been great and that's public information because Woolworths are a listed company. They've got work to do," Greenberg said. But it is work the company is now doing to catch up to its primary competitor, Kmart.
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