Company type | Discount store chain |
---|---|
Industry | Retail |
Founded | 1990 |
Defunct | 2013 |
Fate | Collapsed |
Headquarters | |
Owner | Jan Cameron |
Website | chickenfeed.com.au at the Wayback Machine (archived April 9, 2013) |
Chickenfeed was a chain of discount retail stores in Australia, founded in 1990 in Tasmania by the prominent Sypkes family. At its height it had roughly 44 stores in Tasmania, Victoria and New South Wales. [1] It was taken over by Australian Discount Retail Group in 2001, and the brand was discontinued after the parent company went into receivership. It currently has no stores remaining in Australia.
The company was founded by Rudie and Peter Sypkes in 1990, [2] and continued to expand until it became Tasmania's only discount retail store chain, and Rudie and Peter Sypkes continued to run Chickenfeed until 2001, when the retail chain was sold to the Australian Discount Retail Group.
In 2009 Australian millionaire Jan Cameron purchased the parent company, Australian Discount Retail and ownership changed to Retail Adventures Pty Ltd. [3] Following the change of ownership, it was announced that all Go-Lo, Crazy Clark's and Sam's Warehouse stores would be rebranded Chickenfeed over the next five years. Soon after it was announced that nine new Chickenfeed stores were to be opened in Victoria to test the mainland market. The last of these was opened in August, and nearly 20 stores were eventually opened across the mainland.
Store closure began in October 2012 with up to 20 Chickenfeed stores in Tasmania closed or closure was announced without explanation, including a Launceston (Prospect Vale) store which was forcibly reclaimed by security guards of the company which owned the complex it was situated in, after the company did not pay its rent, as well as a similar situation in its store in Centrepoint Shopping Centre, Hobart. [4] [5]
On 27 October 2012, parent company Retail Adventures was placed in administration. Owner Jan Cameron continued to operate the profitable stores under a licence from the administrators. The Chickenfeed rebranding has ceased, with the Chickenfeed brand to disappear altogether. Any remaining profitable stores after a restructure were rebranded as "Crazy Clark's" or "Sam's Warehouse". [6]
During the period of administration, concern had been expressed by company staff that one of the primary reasons behind the changes and eventual closure of stores was due to the high rent imposed on the stores by the landlords, the Sypkes family. [7] The Sypkes family hold a 50% share in the Shiploads discount chain, and a number of Shiploads discount stores have opened in locations that previously held Chickenfeed stores.
All stores were closed on May 20, 2013, excluding the Southern Tasmania Clearance Centre which was rebranded to Sam's Warehouse in mid October 2013.
Over its history, Chickenfeed went under a number of taglines, most notably "Don't you love 'em", and "Bargains with a SMILE". They also ran a number of promotional campaigns, including "The WOW Zone" and the Purple Chicken Club, which allowed you to a number of benefits, including discounts on certain items, and exclusive items such as money tins, collectable badges and t-shirts.
Chickenfeed's jingle, officially titled "A Little Goes a Long Long Way" went over a few revisions over its history. Throughout its early days, it contained a similarity to "The Chicken Dance", a famous American party song. The jingle later went on to receive a new, rock styled theme, which saw the change from the aforementioned taglines "Don't you love 'em" to "Bargains with a SMILE". It also saw the change from real life advertising, to computer assisted design.
Chickenfeed carried a mascot named Cheepa, who was originally a live action mascot costume, but was later revamped and changed into a computer model, who appeared in a variety of Chickenfeed's ads in the years leading up to its shutdown. Cheepa also appeared in a variety of additional promotional and entertainment pieces, notably the "Chookalogue" and "Super Cheep", a flash game which had the player flying over houses as Cheepa, trying to get Chookalogues to land in the nearby mailboxes.
A variety store is a retail store that sells general merchandise, such as apparel, auto parts, dry goods, toys, hardware, furniture, and a selection of groceries. It usually sells them at discounted prices, sometimes at one or several fixed price points, such as one dollar, or historically, five and ten cents. Variety stores, as a category, are different from general merchandise superstores, hypermarkets, warehouse clubs, grocery stores, or department stores.
A discount store or discounter offers a retail format in which products are sold at prices that are in principle lower than an actual or supposed "full retail price". Discounters rely on bulk purchasing and efficient distribution to keep down costs.
The Warehouse Group (TWG) was established by Stephen Tindall in 1982 and is the largest retail group in operation in New Zealand. It is a corporate conglomerate that consists of The Warehouse, Warehouse Stationery and Noel Leeming.
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Woolworths Supermarkets is an Australian chain of supermarkets and grocery stores owned by Woolworths Group. Founded in 1924, Woolworths is currently Australia's largest supermarket chain with a market share of 33% as of 2019.
Go-Lo was a chain of Australian discount variety stores with hundreds of stores throughout Australia. It was part of the largest discount retailer group in Australia. It was owned by Jan Cameron's Retail Adventures along with Sam's Warehouse, Crazy Clark's and Chickenfeed stores.
Home Bargains is a British variety store chain founded in 1976 by Tom Morris in Liverpool, England, as Home and Bargain. It is the trading name of TJ Morris Ltd.
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DSG Holdings Australia Pty Ltd, trading as Discount Superstores Group was a discount variety retailer in Australia, formed in 2013 following the liquidation of former company Retail Adventures. It owned the Sam's Warehouse and Crazy Clark's brands, operating 143 stores. It is owned by Australian-New Zealand businesswoman Jan Cameron. It was announced on 1 July 2014 that the chain has entered receivership for the fourth time in 8 years.
Coles Group Limited is an Australian public company operating several retail chains. Its chief operations are primarily concerned with the sale of food and groceries through its flagship supermarket chain Coles Supermarkets, and the sale of liquor through its Coles Liquor outlets. Since its foundation in Collingwood, Victoria in 1914, Coles has grown to become the second-largest retailer in Australia after its principal rival, Woolworths, in terms of revenue.
John Martin & Co. Ltd, colloquially known as John Martin's or simply Johnnies, was an Adelaide-based company which ran a popular chain of department stores in South Australia. It operated for more than 130 years, from 1866 until its closure in 1998. Johnnies, owned by the prominent Hayward family for the majority of its existence, became an Adelaide icon, responsible for the famous Adelaide Christmas Pageant. It was latterly owned by David Jones.
Rudie Sypkes was an Australian businessman from Tasmania. Sypkes was the co-founder of the Chickenfeed retail chain.
Jan Cameron is a New Zealand-Australian businesswoman and formerly Australia's fourth-richest woman. She made her fortune as the founder of the Kathmandu clothing and outdoor equipment company. She currently lives in Bicheno, Tasmania. She runs various companies and business interests, which together span Britain, New Zealand and Australia. She is a philanthropist and supporter of animal welfare.
Sam's Warehouse was an Australian brand of discount retail stores, similar to Crazy Clark's. It was founded in 2008 after The Warehouse sold its Australian operations to Australian Discount Retail, and the stores were required to be re-branded.
The Sypkes are a prominent business family from Tasmania, Australia. They came to prominence after they immigrated to Tasmania from the Netherlands, where Engel Sypkes went on to found the Purity supermarket chain in 1958. The chain was sold in 1981, at the time encompassing 16 stores. The family presently owns, in addition to 50% of Shiploads, the Sypkes group which consists of their real estate and investment holdings across Tasmania.
City Chic Collective (CCC), founded as Miller's Retail in 1992, and rebranded in December 2006 to Specialty Fashion Group, is an Australian retail clothing company. It is headquartered in the Sydney suburb of Alexandria.
Ontario Discount Department Store was a chain of discount department stores, which operated primarily in Ohio from the late 1950s into the 1980s. Ontario's parent company, Cook United, discontinued the use of the Ontario brand when it bought the Rink's Bargain Barn chain in 1981. The remaining Ontario stores were rebranded as Rink's or Cooks stores. Cook United closed its remaining stores in 1987.