Kmart is set to shake up Australia’s $19 billion homewares market with the launch of its first standalone furniture store, K Home, opening on Thursday.
The 3000 square metre store in Melbourne is jam-packed with the discount retailer’s own homewares range, showcasing everything needed to furnish an entire home.
K Home Offers Furniture Previously Only Online
From couches and bed frames to viral decor items and even a flower shop, K Home offers mostly products that were previously only available online at rock bottom prices.
“Bed frames, bed heads, sofas, larger format chairs. We’ve got big pieces of furniture that will fill rooms,” K Home’s Nicholas Holmes said.
Taking on Homewares Giants
The new concept store is taking direct aim at established homewares giants like Harvey Norman and Ikea.
The discount retailer is hoping staged room set displays will help consumers visualise the products in their own homes, encouraging them to buy more.
Expansion Plans Depend on Success
While there aren’t any plans for further K Home stores just yet, Kmart says it will expand if the concept proves successful.
“We’ll look for spaces that can get the range on show, but again a test and trial and we’ll go from there,” K Home’s Courtny Keeble said.
Pressure on Niche Retailers
The launch comes as niche retailers feel the pressure, with many shutting up shop.
“Lincraft this week, Barbecues Galore last week. There’s about 130 sites about to come onto the market,” Professor Gary Mortimer said.
There is only one store for now, but if successful, K Home could expand across Australia.
