Developing a Brand of Electrical Appliance Retailer
Reg Moses
BACKGROUND
In 1961 a group of service technicians and electrical retailers branded together to take advantage of combined buying power. They called themselves 'Retravision'.
From such humble beginnings Retravision has grown to become the biggest electrical specialist in the country with well over 470 stores, turning over in excess of $720 million per year. This fact at the time of appointment of the agency was virtually unknown by the Australian consumer.
Retravision is not strictly speaking a franchise or a licence to use the name. There is a Retravision Company in...