50 | REGIONAL Mitre 10 Dannevirke PROUD TO SUPPORT Enjoying the move from rural to retail Family team: from left, Molly, Jessie and Harry. T T Sue Russell “For our customers, we’ll go the extra mile to source products for them that we don’t currently stock and it’s a focus for us to ensure the stock we carry relates very much to what they want and need.” Going from running a family farm in Ongaonga to owning and operating a Mitre 10 store in a provincial town is quite the journey, but one that Jane, Jack, Harry, Jessie and Molly Nash have taken in their stride. “The sheep and beef farm had been in the family for the past 96 years but we all decided it was time for a new challenge and one that we could all be involved in,” says Jessie. In terms of the transition from tending to stock to tending to products and people, Jessie says they were probably a bit naive as to just how expansive the business is, with so many arms to its activity, but they are learning every day and always looking for ways to grow and improve it. In order for the business to be managed in a practical way, Mitre 10 Dannevirke is broken into three distinct divisions, trade, retail and garden, each coming with distinct opportunities or challenges, Jessie says. “One of our big focus areas has been on the garden centre. We’ve upgraded the flooring and racking. We’ve switched up the whole layout and increased our range of green goods on offer. We’ve so far had great feedback and we’ve seen it reflected in sales.” The retail layout has also been given a shake-up to make it work in a more connected way, moving products on display that make sense. Jessie says that alone has been a big effort for the team. “We’ve still got a bit to do, but since we’ve taken over we’ve added a significant amount of new stock. We’re working hard to expand the product offering to customers to suit our location.” It’s been important to gain feedback from customers and staff alike, and while Jessie acknowledges that any change in ownership will result in some changes to the make-up of the team, she says the vibe and culture among them is very positive. “For our customers, we’ll go the extra mile to source products for them that we don’t currently stock and it’s a focus for us to ensure the stock we carry relates very much to what they want and need. “Similarly, in terms of customer support, we have a fabulous team and great depth to our ability to offer sound, practical advice.” In all, 30 team members work in the seven-day-a-week business, and with the store’s position in the High Street, Jessie says it is definitely one of the go-to retail destinations in the town. One of the special things about the business, Jessie says, is that the team comes from a wide array of backgrounds and experiences. This, she says, adds real character to the store, and she wants to see everyone thriving and progressing. When the family took over the business in November 2024, Jessie says she was offered the opportunity to spend a month at Mitre 10 Motueka, run by Dave and Maria Richards. “They were great and gave me a ‘101’ on what a Mitre 10 was all about. I found myself doing a bit of everything and it gave me a really good taste of the scope of what the business entailed. “They won Mitre 10 store of the year in 2023 and 2024 and are exceptional retail operators.” In fact, Jessie says the knowledge within the network of stores, and in the support centre, is second-to-none. “You know a highlight for us when we joined the network was the willing support we received from other stores to share knowledge and information.” And looking back on the past 18 months, Jessie says two things really strike home for her. She is especially pleased with the changes they have made, and the team that’s been built. “I think we’ve very well poised now to continue to evolve this business into something even more special.”
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