December 9, 2022 / Commercial

Mitre 10 adds a splash of Orange as part of rebrand.

Mitre 10: ‘The other hardware store’. As their marketing campaign suggests, they understand and embrace their place in the market. The Australian hardware store chain is owned by the Independent Hardware Group (IHG), with other subsidiary brands Thrifty Link Hardware and True Value Hardware.

Currently they have over 400 stores across Australia, with the Thrifty Link and True Value stores intending to rebrand to Mitre 10. 

HVG Decorative Building Products have been working with Mitre 10 since mid 2021.

They chose our Wilsonart Orange-335 colour as it was a great match for the Mitre 10 orange they introduced into their store branding, primarily used for the Trade Centre and some of the Mitre 10 Mega stores.

We supply Wilsonart Orange 335 in both an HPL laminate and LPM panel product, which is then used throughout the store for the end panels for shelving racks, and various counters.

As Mitre 10 stores are all independently owned, operators have an option of adding the new concepts to their stores, for example the dedicated Garden Centre or Trade Centre. 

Since 2021, we have supplied several stores across the country and will continue to, as stores choose to adopt the Trade Centre or Mega store types.

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