Discover the secret behind Kmart's sneaky global takeover—you might have it at home!
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There’s a brand making its way into homes across Australia, and observers say it’s well on its way to make waves overseas.
Almost 9 out of 10 households Down Under have bought items from this brand, and oddly enough, it’s only been around a few years.
Kmart's Anko brand is rapidly becoming a household name in the country, and it's not just because of its affordable price tags.
What’s behind its success?
Anko: The unconventional brand behind Kmart's success
Anko, Kmart's private label brand, had been a game-changer for the retail giant.
Launched in 2017, Anko defied traditional branding norms by stamping its name on a wide range of products, from vacuum cleaners and coffee tables to toys and women's clothing.
‘Nope, stick it on 85 per cent of the products we sell,’ Kmart boss Ian Bailey said.
This one-brand-fits-all approach was a key factor in Kmart's success, even as other Aussie department store chains struggled to stay afloat.
Bailey attributed this success to simplification. Additionally, he said grouping many products under a single name ‘enables accelerated awareness of the brand and its products, and provides coordination across categories’.
However, not all Anko products have been a hit with consumers.
CHOICE Australia reported that while some products, like vacuum cleaners and toasters, have not been good, the overall popularity of Anko products remains high.
‘All of the Anko vacuums we recently tested were among the lowest scoring overall,’ CHOICE said about the vacuum cleaners, while they found the toasters ‘lacklustre’.
The Anko effect: A lifeline for struggling brands
Anko's success not only boosted Kmart's sales but also provided a lifeline for Target.
Wesfarmers, the parent company of both Kmart and Target, had been rebranding struggling Target stores as Kmarts and restocking them with Anko goods.
This strategy seemed to be working, as Australians have shown a clear preference for the affordable yet quality products offered by Anko.
The global ambitions of Anko
Despite its success in Australia, Anko has global ambitions.
The brand recently registered Anko Global and has been advertising jobs in India and China, indicating a push towards international expansion.
This move could be a strategic way to keep costs down while expanding into new markets.
‘Due to Anko’s local success at Kmart Australia and New Zealand it has expanded to both domestic and international markets via several strategic retail partnerships in key markets around the world,’ the company said.
‘Anko products are currently sold in Australia, Canada, India, Malaysia, New Zealand, Papua New Guinea, Philippines, Samoa, and Singapore.’
The brand's expansion into the toy industry, with a focus on wooden toys, has even caught the attention of toy giant Mattel, which is now working alongside Anko.
The potential impact of Anko's global expansion
Anko's global expansion could have significant implications for the Australian economy.
Australia has traditionally been an importer of brands, with only a few homegrown brands such as Penfolds Wine and Bondi Rescue making a mark overseas.
Anko's success could change this trend and pave the way for other Australian brands to expand globally.
Moreover, Anko's success has transformed Kmart into a retail powerhouse, even as other department stores struggle.
The brand's leading market share in various categories, including menswear, womenswear, home products, toys, and children's wear, allowed Kmart to thrive in a challenging retail environment.
Anko's unconventional approach to branding and its commitment to affordable quality have been keys to its success, even becoming a ‘cult-status’ brand in social media.
As the brand expands globally, it could potentially change the landscape of Australian retail and pave the way for other homegrown brands to make their mark on the world stage.
What are your thoughts on Anko's global expansion? Do you have a favourite Anko product? Share them with us in the comments below.
Almost 9 out of 10 households Down Under have bought items from this brand, and oddly enough, it’s only been around a few years.
Kmart's Anko brand is rapidly becoming a household name in the country, and it's not just because of its affordable price tags.
What’s behind its success?
Kmart’s Anko brand is reportedly trying to make it into the global market. Credits: Facebook / Kmart Australia
Anko: The unconventional brand behind Kmart's success
Anko, Kmart's private label brand, had been a game-changer for the retail giant.
Launched in 2017, Anko defied traditional branding norms by stamping its name on a wide range of products, from vacuum cleaners and coffee tables to toys and women's clothing.
‘Nope, stick it on 85 per cent of the products we sell,’ Kmart boss Ian Bailey said.
This one-brand-fits-all approach was a key factor in Kmart's success, even as other Aussie department store chains struggled to stay afloat.
Bailey attributed this success to simplification. Additionally, he said grouping many products under a single name ‘enables accelerated awareness of the brand and its products, and provides coordination across categories’.
However, not all Anko products have been a hit with consumers.
CHOICE Australia reported that while some products, like vacuum cleaners and toasters, have not been good, the overall popularity of Anko products remains high.
‘All of the Anko vacuums we recently tested were among the lowest scoring overall,’ CHOICE said about the vacuum cleaners, while they found the toasters ‘lacklustre’.
The Anko effect: A lifeline for struggling brands
Anko's success not only boosted Kmart's sales but also provided a lifeline for Target.
Wesfarmers, the parent company of both Kmart and Target, had been rebranding struggling Target stores as Kmarts and restocking them with Anko goods.
This strategy seemed to be working, as Australians have shown a clear preference for the affordable yet quality products offered by Anko.
The global ambitions of Anko
Despite its success in Australia, Anko has global ambitions.
The brand recently registered Anko Global and has been advertising jobs in India and China, indicating a push towards international expansion.
This move could be a strategic way to keep costs down while expanding into new markets.
‘Due to Anko’s local success at Kmart Australia and New Zealand it has expanded to both domestic and international markets via several strategic retail partnerships in key markets around the world,’ the company said.
‘Anko products are currently sold in Australia, Canada, India, Malaysia, New Zealand, Papua New Guinea, Philippines, Samoa, and Singapore.’
The brand's expansion into the toy industry, with a focus on wooden toys, has even caught the attention of toy giant Mattel, which is now working alongside Anko.
The potential impact of Anko's global expansion
Anko's global expansion could have significant implications for the Australian economy.
Australia has traditionally been an importer of brands, with only a few homegrown brands such as Penfolds Wine and Bondi Rescue making a mark overseas.
Anko's success could change this trend and pave the way for other Australian brands to expand globally.
Moreover, Anko's success has transformed Kmart into a retail powerhouse, even as other department stores struggle.
The brand's leading market share in various categories, including menswear, womenswear, home products, toys, and children's wear, allowed Kmart to thrive in a challenging retail environment.
Anko's unconventional approach to branding and its commitment to affordable quality have been keys to its success, even becoming a ‘cult-status’ brand in social media.
As the brand expands globally, it could potentially change the landscape of Australian retail and pave the way for other homegrown brands to make their mark on the world stage.
What are your thoughts on Anko's global expansion? Do you have a favourite Anko product? Share them with us in the comments below.
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