New liquor retail brand in West Akld the first in 50 years

Liquorland and The Trusts in West Auckland have announced a partnership that will see consumers able to purchase liquor in West Auckland from a retail store that is not operated under The Trusts brand for the first time in 50 years.

The Waitakere and Portage Trusts in West Auckland are two of 19 licensing trusts operating in New Zealand. Each trust has government-authorised exclusive rights on the development of premises licenses for the sale of alcohol in their area.

The move will see three existing Trusts stores (Te Atatu, Blockhouse Bay and Titirangi) become Liquorland franchises as well as the opening of a new outlet under the Liquorland banner in Hobsonville.

The Trusts will operate the four stores as a Liquorland franchisee, following the same purchasing model as other franchisees and providing consumers with access to their national promotions as well as Flybuys and Airpoints loyalty programmes.

Allan Pollard, Trusts CEO, says the move will provide increased consumer choice and is part of a multi-million dollar investment and transformation programme planned for The Trusts retail and hospitality business.

 He says the new stores will operate under a hybrid model that increases the level of competition in the region but retains the profits locally to support charitable initiatives.

“Our research shows our communities have a desire for the same retail options as any other parts of Auckland and New Zealand. At the same time we have designed this new model to ensure profits from stores operating under the Liquorland brand in the area will continue to be donated to local charities and community groups. “

Pollard says the locations of the four new stores have been geographically distributed throughout the region to ensure the majority of West Aucklanders will live within a 5km radius.

Brendon Lawry, Liquorland NZ CEO, says the partnership with The Trusts will operate in the same way as their other franchisees, bringing an increased product range to local consumers.

“The Trusts have adopted the Liquorland model without modification - which is a recognition of the potential impact that the size and scale of a national chain will have on West Auckland,” he says.