31 Oct 2013

Michael Hill plans rebrand including new stores and website

7:35 am on 31 October 2013

Michael Hill International plans to open 20 new stores, launch a website and rebrand in the next year as it pursues a goal of becoming a global retailer.

The jeweller says it is confident of further growth this year, despite sales falling in the first quarter in New Zealand and the United States, compared with increased sales in Australia and Canada.

Chief executive Mike Parcell says the company plans to open 10 stores in both Canada and Australia.

It is also changing its strategy for the US where it has struggled to gain traction by putting more focus on the diamond bridal category.

He says Michael Hill has always been very successful in selling diamond engagement and wedding rings in Australasia, but in the US it is a big opportunity.

Mr Parcell says the company has not focused on it heavily from a brand and marketing perspective and based on what it has learnt from the American market, the company will completely reorganise the way it approaches the bridal market.

It believes the market will give it a much stronger position in the US.

Mr Parcell says that could flow down to the way it does business in Australasia as well.

He says the company is opening stores at two of the biggest shopping malls in the US as part of a new strategy.