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Big W

Big W

Company: Woolworths Group Limited

Brand value: US$413 million

Change since 2018: -7%

Headquarter city: Sydney

Category: Retail

Year formed: 1964

Big W is a chain of discount department stores with a network of 186 branches, primarily across NSW, Queensland, Victoria and Western Australia. It also sells online, and this is gradually becoming a larger part of the business as in-store footfall declines. Big W offers international brands as well as a strong selection of its own-brand goods. Consumers have a keen focus on price in this sector, and Big W competes for loyalty with Kmart. Despite the brand reporting its first positive sales growth in nearly a decade in 2018, 30 stores are planned to close and Woolworths has indicated that selling Big W is a consideration. Families are at the heart of brand communications; the “Kids happen and it’s wonderful” campaign focused on sentimental moments and the “Get summer ready” ad depicting family summers by the pool. In early 2019, Big W launched a three-month children’s book giveaway, handing out 3.7 million books to promote healthy young minds.