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Paper Plus franchisees reinvest in brand

Simon Lord

19 October 2009 - Paper Plus Group has announced a nationwide plan that will involve the refitting of the entire network of 106 Paper Plus stores over the next two years. The franchise, which has an annual turnover approaching $200 million, also intends to open an additional 15-25 stores around New Zealand.

The development plan aims to focus Paper Plus marketing more closely around its core offerings of books and stationery. New television advertising will air from this week featuring ‘Molly', a book-loving romantic, and ‘Polly', a stationery-obsessed realist.Paper Plus ad campaign 2009

Paper Plus plans to re-fit or open an average of one store per week to achieve its goals. The new-look stores will feature new livery, much clearer signage and a special area for children. Each store will have a ‘book champion' to advise and assist customers, and a new website has also been launched to give the company a much stronger online presence. Kerre Woodham will continue in her role of books spokesperson with the company, and there will be more of the popular Books & Bubbles' events that see her host New Zealand authors and their readers in stores around the country.

The total investment will be almost $22 million, which represents a significant vote of confidence as the Paper Plus Group is co-operatively owned by its franchisees. ‘Our franchisees have been 110% supportive of the changes,' Ian Robertson, the company's franchise manager, told Franchise New Zealand. The fact that Paper Plus continued to record positive growth over the past year (including a 16% growth in the books category) despite a general decline in the New Zealand book and stationery market has contributed to this enthusiasm.

Paper Plus CEO Rob Smith also praised the vision and support of the Paper Plus franchisees, and commented that New Zealand was unique in the world in that 30% of its top 50 companies are co-operatives (Fonterra being another prime example).

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