Godfreys launches turnaround campaign

Godfreys begins aggressive advertising campaign as part of turnaround strategy.

Godfreys has launched an aggressive advertising campaign as part of the vacuum retailer’s turnaround strategy.

From Tuesday 27 June Godfreys will be advertising major discounts across television, print and social media as the company seeks to reduce warehouse stocks.

Godfreys managing director John Hardy said it was important to generate excitement among customers and staff as the turnaround process gathers pace.

“Godfreys’ previous advertising campaign was designed to increase the company’s profile,” Hardy said. “However it did not reflect in sales. This one is about encouraging people back into our stores.”

Hardy said the company has increased its offering with a new stick vac range, while a “revolutionary steam cleaner is due to arrive soon”.

Hardy, who was appointed CEO in May this year having previously served as chief from 1983 to 2010 and again from mid-2016 to December 2017, has not ruled out the possibility of reviving one of Godfreys’ most famous ads which featured him lifting a bowling ball using the suction of a vacuum cleaner.

Arcade Finance has control of more than 91 per cent of Godfreys’ shares following a takeover bid from 99-year-old co-founder John Johnston in April. The company will commence compulsory acquisition of the remaining shares once the offer period has closed on 27 June.

Godfreys will be de-listed from the Australian Securities Exchange at the close of trade on Wednesday 11 July, 2018 and return to private ownership.


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