West Akld’s The Trusts to shift all stores to franchise model

The Trusts liquor retail chain in West Auckland has announced it will change all its stores to a franchise brand model under either Liquorland or Super Liquor.

The Trusts has 25 stores, making it one of New Zealand’s largest liquor retail chains, and a community mandate to operate liquor retail licenses in their area.

Profits from the retail stores have seen the organisation’s social enterprise model return millions of dollars to community charities and groups each year. 

The move will see its liquor outlets in the region rebranded and operate as either Liquorland or Super Liquor stores within the coming 12 months.

In 2021, the Trusts moved to replace three of its stores under the Liquorland brand and another one in 2022. 

Allan Pollard, CEO of The Trusts, says there will be no reduction in the number of outlets as a result of the change and the replacement of the new stores is part of a million-dollar retail upgrade of Trusts sites over the coming 12 months. 

Allan Pollard - CEO of The Trusts

“This change programme is an extension of The Trusts strategic growth strategy, with the move designed to create significant cost efficiencies for us and removing the cost of running our own retail brand.

He says The Trusts will retain ownership of the new franchised stores, allowing them to continue to fund hundreds of local charities, sporting and community groups. “Our sales data shows the Liquorland stores developed as part of our initial trial have been well received by the region. 

“Under our new initiative, consumers will see one of two new franchised brands replacing each of The Trusts stores in their area – with potential for other liquor retail brands in the future. West Aucklanders will have access to the same core product range, pricing and promotions available at any other of the Liquorland and Super Liquor stores operating around New Zealand.

“In addition, we will continue to stock a wider range of product lines we know West Aucklanders are already familiar with and prefer – including those sourced from local vineyards and boutique manufacturers. Each store will carry around 1,500-2,000 different products.”

“Our expansion and growth will help us get to a point where we can give back up to $5 million annually to local community groups where the need for financial support is at a critical level.”