SOURCE: Retail Digital

Retail Digital

November 22, 2010 15:22 ET

Australia's Bargain Retailer Chickenfeed, an Entity of Retail Adventures, Gets Simplified

SAN DIEGO, CA--(Marketwire - November 22, 2010) - The Jan Cameron owned Retail Adventures, Australia's largest provider of discount retail goods, is getting simple. 

Retail Adventures is changing its brand aesthetic to focus completely on the Chickenfeed brand -- in an avenue self-deemed "Project Simply." The bargain discount retailer is based in Australia and has several retailers under its name, including Sam's Warehouse, My Place and Go-Lo, but will remain focused on the Chickenfeed brand for the future. "[Chickenfeed] is just a fun and quirky brand for retail, compared to the rest of the discount variety business, which can be quite dull and boring," said David Young, CEO.

Any new store that opens in the country will be named Chickenfeed, a Tasmania-based retailer that is a staple in the discount variety brand. Retail Adventures was purchased by Australia businesswoman Jan Cameron, who took over the company after a series of faltering owners. Today, the $1 billion company has more than 340 stores across Australia and delivers a myriad of reasonably priced products for Australia's lower socioeconomic class.

The various brands under the Retail Adventures name are locally managed and offer site specific support and merchandise for its customers. Originally named Australian Discount Retailers, who had taken over original Warehouse Group, Retail Adventures is currently owned by Australia's most powerful businesswoman and features a relatively new executive staff. To learn more about where Retail Adventures is going, and specifically the brand Chickenfeed, Read full article.

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