OUR BRANDS
NOEL LEEMING

Noel Leeming’s sales were affected by a year-on-year decline in category spend on higher discretionary items like televisions, driven by customers responding to the increased cost of living. The sales result was also impacted by spend in previous years on working and learning from home products during COVID-19.

Noel Leeming has seen strong growth in emerging categories like Gaming, up 50.8% from FY22, and Smart Home, up 40.7% from FY22. We have also seen growth in the Communications category through our expanded partnership with 2degrees to include pay monthly mobile plans, as well as exclusive deals on mobile phones and plans.

Our Noel Leeming service offering has continued to grow, introducing new partnerships to enhance our customers’ technology experiences. We launched Starlink as their first New Zealand retail partner, offering Starlink broadband with hardware in our stores. Thanks to our committed team, we were able to provide significant support to communities heavily affected by Cyclone Gabrielle with Starlink packages, where critical infrastructure supply had been interrupted.

Noel Leeming continues to achieve high customer satisfaction ratings when customers shop in store with us. Our Net Promoter Score increased by 2.9 points this year, taking our score to 75.1 for FY23.

With the removal of COVID-19 restrictions, we’ve seen customers return to shopping in store more frequently, with foot traffic across Noel Leeming stores increasing by 13.1% in FY23. To support this, we continue the regular review of our store network to ensure we have the best availability and footprint to support customer needs. We welcomed a new concept store in Warkworth this year, replacing the smaller 11-year-old site. The new store is four times larger than the original site and features our full product range. In addition, we’ve closed our Noel Leeming George Street (Dunedin) store to support consolidation and to provide improved customer service from our larger-format store in Dunedin.

Online sales have normalised to pre- COVID-19 shopping patterns, making up 11.1% of total sales compared to 16.3% in FY22. Customers continue to choose Click & Collect as a means of fulfilment of their online purchases, with Click & Collect orders making up 62.9% of all online sales compared to 57.7% in FY22. Noel Leeming’s one-hour Click & Collect offering introduced in FY22 continues to be popular.

In June, Noel Leeming celebrated its 50-year anniversary. Noel Leeming’s customers enjoyed celebratory events and special deals for the month to commemorate the occasion. We launched a fundraising campaign for Orange Sky Aotearoa, which provides free laundry services, warm showers, and genuine connections for Kiwis experiencing homelessness and hardship. With our generous customers’ $1 donations at Noel Leeming checkouts, we raised over $20,000 for this charity.

Along with our commitment to the community, we continue to drive forward sustainability initiatives in Noel Leeming. In partnership with TechCollect NZ, Noel Leeming offers free e-waste collection and recycling. In FY23, the programme expanded its offering and is now available across 28 (up from 16 in FY22) stores nationwide.