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RSEA Safety on fast track to 100 stores

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By Published On: December 13, 20220 Comments

As Australia’s leader in safety PPE and workwear for all types of trades, RSEA Safety has had a sharp focus on expanding its retail network and improving its in-store retail experience.

Chances are if you’ve had to research and purchase workwear and PPE in recent years, you’ll have come across RSEA Safety.

As Australia’s leader in safety PPE and workwear for all types of trades, RSEA Safety has had a sharp focus on expanding its retail network and improving its in-store retail experience.

In-store presence a big hit with tradies

RSEA Safety launched with a single store and big ambitions in 2000. That initial store in Moorabbin, in Melbourne’s southeast has since transformed into 80 retail stores, across Australia and New Zealand.  There are plans underway to open its 100th store in the next 12 months.

A core part of the company’s strategy has always been to provide retail stores that offer a high-quality experience for tradies and businesses seeking the best in PPE, workwear, and safety products. The accessibility and convenience of their retail stores mean that customers can drop in, grab what they need, and get back to work.

The instore experience is also a key part of RSEA Safety’s success. New stores are over 1000sqm and provide the super store experience of great merchandising, change rooms and displays that are on par with fashion stores.

With its focus on offering a range of exclusive workwear brands, including Carhartt, Helly Hansen and ELEVEN Workwear, RSEA Safety has  seen great success, particularly with young tradies looking for quality gear that doesn’t compromise on style and comfort. Over the years, tradies have become more affluent, smart and demanding.

Rapid Retail Growth to Meet Market Demand

While the brand has an online store that provides delivery and click and collect, it’s the in-person retail locations that continue to provide the largest revenue growth given the need for customers to purchase safety goods for their work needs, get advice and try on workwear and workboots.

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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