Warehouse’s Red Sheds ‘fade to grey’ as Powell aims for contemporary, not nasty

Thu, 11 Apr 2013

By Jonathan Underhill April 11 (BusinessDesk) – Warehouse Group chief executive Mark Powell is toning down the use of red in the retailer’s iconic Red Sheds as part of efforts to give shoppers a better experience and shake the cheap and nasty image. “Red is a very aggressive colour,” Powell told reporters in Wellington. The company is aiming to be “discount and contemporary, not cheap and nasty,” he said. As part of a store-by-store $1.5 million refit, the use of red paint is being toned down on the outside of the stores and inside grey rack...

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