As part of broader efforts to turn around the value retailer, new management will reassess the approach to marketing at The Warehouse.
Frankie Coulter, new Chief Marketing Officer of The Warehouse Group, said this step was needed to help make sure customers get the best value from their local The Warehouse store.
“The Warehouse needs a big revival and do that we’ll need to make some big calls. Our first step is to hit pause on most of our advertising spend and relying on our own channels for the next eight weeks,” said Coulter.
“As a well-known value retailer who wants to keep prices low and invest in stores, we need to figure out what will really resonate with the 1.5 million Kiwis who already shop with us each week and for the rest of New Zealand.”
He added that the Group will continue to celebrate and promote big in-store moments that Kiwis love like Mothers’ Day and Easter, while testing and learning whether the dollars spent on advertising are making a difference for customers, or whether they could do something better with that money.
“I’ve joined the business at a critical time as we work to win back Kiwis’ hearts and get our stores buzzing. I think how The Warehouse team shows up in New Zealand will matter, whether that’s at a local sports game, a sausage sizzle, or on TV, and supporting local media, events, and communities will be part of that.”
The Warehouse Group also recently confirmed a new leaner operating structure for its head office, including co-sourcing with Tata Consultancy Services (TCS).
These changes formed one part of the cost reset programme signalled in November 2025, which included wider non-labour cost reductions to ensure the Group’s cost base is sustainable for a value retailer.
As part of the new operating model, the Group has expanded its partnership with TCS to support the delivery of several corporate and administrative functions, including parts of technology, accounting, call centres and payroll.
With TCS supporting these functions, the Group’s head office teams will be able to make more progress in critical areas such as its in-store experience, merchandise, and supply chain.
The restructure will see around 270 head office roles leave the business, with a small number of areas continuing through consultation.
