Superfurn Furniture Franchise

Superfurn is an Australian furniture franchise based in NSW and with ownership connections to furniture factories in China. In addition, the company has a number of company-owned and franchised furniture stores in NSW and NZ.

Superfurn Western Australia opened it’s first household furniture franchise store in Perth at South Central in Cockburn in January 2009 and its second in Joondalup Gate in April 2009, and will open another 10 retail franchise stores across the Perth metropolitan area in the next 3 years. It is planned to have 8 Superfurn furniture franchises trading by the end of 2010.

The stores are very different to most of the existing Perth furniture retailers. They are based on a fashion concept with polished concrete floors, high ceilings, stone-coloured walls, with most product merchandised in fully accessorised room settings, and with products in the lower to mid price-points.

Most retailers who present their stores as we do are more expensive, and most who are around our price-points do not present their stores with a “lifestyle” feel.

Our customer is fashion conscious, wants to shop in a well presented store where they can envisage the way the furniture would look in their home, wants great service, wants a store in a location where they can also visit other furniture stores to get comparisons, wants a great range of products to choose from, and wants the product to be “value for money”.

Our slogan is “Fashionable Furniture At Affordable Prices”

The existing stores are 680m2 and 829m2, and the Superfurn model is based on stores between 600 and 1000m2 depending on location.

Our product is a combination of contemporary and traditional, and the product groups include lounge, dining, bedroom, bedding and homewares. The business model is to heavily promote the Superfurn name to create brand awareness and the excellent product offer.

The furniture stores are franchised, operate under the guidelines set by the company, however allow the franchisee the opportunity to run their own business.

The capital outlay to become a franchisee is between $200, 000 and $300,000, depending on the size of the store. The price includes all set-up costs and stock, including heavy advertising for the store opening.

Potential franchisees do not need to have furniture franchise or retail experience as the structure and support allows for this. However, as part of the business success is based on a high level of customer service, a very strong sales and customer focus is essential.

The company model is to provide the franchisee with :-

• ready access to the product through back-up stock support from a warehouse and distribution centre in Welshpool
• strong advertising and promotions with a pre-determined percentage of the franchisees purchases being contributed to a marketing account
• professional support from a highly experienced team of senior retailers to make each store successful.

The expected income for a husband and wife team as owner operators is a remuneration package of around $150K pa.