The Warehouse Group
One of New Zealand's largest retail groups, operating discount department stores, stationery stores and consumer-electronics retailers.
Last updated August 21, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
The Warehouse Group is a New Zealand retail company established by Stephen Tindall in 1982. Its principal operating brands are The Warehouse, Warehouse Stationery and Noel Leeming. Together they cover discount department-store merchandise, office and school supplies, technology, appliances, consumer electronics, furniture, sporting goods, gardening products and selected grocery lines. The group is headquartered in Northcote, Auckland, and is listed on the New Zealand Exchange under the symbol WHS. The business began with the opening of the first Warehouse store on Wairau Road on Auckland's North Shore. The brand developed a distinctive mass-market identity built around large red stores, broad product ranges and value-oriented pricing; New Zealand customers commonly refer to the stores as the "Red Sheds." During the 1990s and 2000s, the company expanded its distribution infrastructure, entered Australia, experimented with larger grocery-oriented formats and developed smaller stores for local markets. Its Australian operation was ultimately sold in 2005 after underperforming relative to the New Zealand business. The group later broadened through acquisitions. Noel Leeming was purchased in 2012, adding a national electronics and appliance chain. In 2013 and 2014, the company acquired or developed several specialist, online and sporting businesses, including Torpedo7, No. 1 Fitness, Shotgun Supplements, Insight Traders, Shop HQ, R&R Sport and SchoolTex. It also acquired New Zealand operations associated with The Good Guys and created a financial-services division through the takeover of Diners Club New Zealand. Some of these activities were subsequently closed, sold or reorganized. The financial-services division was sold to SBS Bank, and Torpedo7 was sold to Tahua Partners for one dollar in 2024. The Warehouse Group has also pursued multichannel retailing. The Warehouse's online offering was developed from the late 2000s and reached full-range availability by 2012. In 2019, the group launched TheMarket, an online marketplace intended to connect customers with local and international brands. Store-within-a-store arrangements have allowed Warehouse Stationery services and ranges to operate inside selected The Warehouse locations. The core business remains New Zealand retail, supported by physical stores, distribution centres, proprietary brands and online channels. The Warehouse sells general merchandise and selected food products, while Warehouse Stationery focuses on stationery, office supplies, technology, furniture, printing and copying. Noel Leeming specializes in appliances, computers, mobile phones, televisions, consumer electronics and related services. The group has periodically adjusted its assortment, including withdrawing physical media and fireworks from The Warehouse and trialling fresh fruit and vegetables from 2023 onward. The company has faced operational, regulatory and reputational challenges. These have included criticism over balloon releases, employment conditions, Noel Leeming's consumer-rights representations and the handling of the COVID-19 lockdown and restructuring. In 2020, it announced significant store closures and potential job losses, later repaid a government wage subsidy, and closed its retail brands during the national lockdown after initially describing itself as an essential service. Despite these changes, The Warehouse Group remains an active, publicly traded New Zealand retail group with a value-focused, broad-assortment positioning.
History
The Warehouse Group began in 1982 when Stephen Tindall opened the first Warehouse store on Wairau Road on Auckland's North Shore. The business pursued a discount department-store model with a wide assortment and strong value messaging. Its stores became recognizable for their red exterior and later acquired the informal New Zealand nickname "Red Sheds." The company listed on the New Zealand Exchange in 1994, initially using the symbol TWH, and expanded its logistics capability with a North Island distribution centre in 1996. In 2000 it entered Australia by acquiring the Clint's Crazy Bargains and Silly Solly's chains. The Australian operation received a new distribution centre and was rebranded as Warehouse Australia in 2003, but it continued to underperform. The business was sold in 2005 to investment groups for A$92 million and subsequently operated under the Australian Discount Retail and Sam's Warehouse names before later experiencing financial distress and liquidation. Back in New Zealand, the group tested new store formats and categories. A laboratory store opened in Hamilton in 2005, while the brand also adopted a lower-case logo and explored liquor retailing. In 2006, The Warehouse Extra format was launched at Sylvia Park in Auckland. The large stores included grocery departments, pharmacies, cafés and bakeries and were intended to broaden the traditional discount-store proposition. Supply-chain difficulties led to the format being withdrawn as a distinct hypermarket concept in 2009, although the Extra name later continued to identify some larger stores. The smaller Warehouse Local format began in Mosgiel in 2009. The group expanded into consumer electronics and specialist retail. It acquired Noel Leeming in 2012 for NZ$65 million. In 2013 it bought Torpedo7, No. 1 Fitness, Shotgun Supplements, Insight Traders and Shop HQ, the latter including online pet and baby businesses. R&R Sport and SchoolTex followed in 2014. The same year, the company created The Warehouse Group Financial Services after taking over Diners Club New Zealand and acquired New Zealand stores connected with The Good Guys. The financial-services business was later sold to SBS Bank, and the group subsequently disposed of or restructured several specialist assets. Digital retail became increasingly important. The Warehouse developed online shopping from 2009, made its full range available online by 2012 and launched TheMarket marketplace in 2019. It also used store-within-a-store arrangements, including Warehouse Stationery operations inside selected The Warehouse stores. The assortment continued to evolve: physical media was removed from stores from early 2021, fireworks were discontinued in 2021, and fresh produce trials began from 2023. The company has also attracted criticism. A 2007 anniversary balloon release raised environmental and wildlife concerns. Employees took industrial action in 2009 over extended hours and late-night work. Noel Leeming's 2018 consumer-law prosecution resulted in a fine. During the 2020 pandemic, the board initially announced that the group was an essential service without prior government consultation; the stores later closed for the four-week lockdown with staff receiving full paid leave. The group then announced major job reductions and store closures, while unions criticized the consultation process. In late 2020, the company announced repayment of its wage subsidy. In 2023 and 2024, a dispute over Weet-Bix supply was referred to the Commerce Commission, which declined to prioritize a further investigation. The Warehouse Group remains active as a public New Zealand retailer.
- 2024
Torpedo7 sold
[1]Torpedo7 is sold to Tahua Partners for one dollar.
- 2020
Pandemic restructuring
[1]The group announces store closures and substantial potential job losses during the COVID-19 downturn.
- 2019
TheMarket launches
[1]The group launches an online marketplace for local and international brands.
- 2013
Specialist and online acquisitions
[1]The group acquires Torpedo7, No. 1 Fitness, Shotgun Supplements, Insight Traders and Shop HQ.
- 2012
Noel Leeming acquired
[1]The group purchases electronics retailer Noel Leeming for NZ$65 million.
- 2006
The Warehouse Extra launched
[1]A large-format store opens at Sylvia Park with grocery, pharmacy, bakery and café facilities.
- 2005
Australian operation sold
[1]The Warehouse Australia business is sold to investment groups for A$92 million.
- 2000
Australian market entry
[1]The group acquires the Clint's Crazy Bargains and Silly Solly's chains in Australia.
- 1994
Listing on the New Zealand Exchange
[1]The company is listed on the New Zealand Exchange under the symbol TWH, later changed to WHS.
- 1982
First Warehouse store opens
[1]Stephen Tindall opens the first store on Wairau Road on Auckland's North Shore.
Products and positioning
Mass-market, value-oriented omnichannel retail group serving New Zealand households, businesses and students.
Discount department stores · 1982
The Warehouse
The group's central retail brand sells a broad selection of everyday merchandise, including clothing, toys, furniture, homewares, sports equipment, gardening products, entertainment, selected grocery items and other household essentials. Its large red stores and value-oriented assortment are the group's most visible consumer expression.
Stationery and office supplies
Warehouse Stationery
Warehouse Stationery serves households, students, offices and small businesses with school and office supplies, technology, furniture, art and craft products, ink and toner, and printing and copying services. Some locations operate within The Warehouse stores through a store-within-a-store model.
Consumer electronics and appliances
Noel Leeming
Noel Leeming is the group's electronics and appliance specialist. Its range includes computers, mobile phones, televisions, entertainment products, whiteware, small appliances and related services. It operates as a distinct retail brand within The Warehouse Group.
Online marketplace · 2019
TheMarket
TheMarket is the group's digital marketplace, launched in 2019 to offer products from local and international brands through an online platform in addition to the group's own retail websites.
Large-format store concept · 2006
The Warehouse Extra
The Warehouse Extra began as a hypermarket-style concept combining general merchandise with grocery and service departments. The dedicated experimental format was discontinued after supply-chain problems, but the Extra designation has continued to be used for some larger stores with extended ranges and trading hours.
Controversies
2020
COVID-19 essential-service announcement
The group attracted criticism after directors announced that the business was an essential service before consulting the government. The stores subsequently closed during the national lockdown, and the company faced scrutiny concerning exchange-disclosure and share-price issues.
2018
Noel Leeming consumer-rights case
Noel Leeming was fined NZ$200,000 after a Commerce Commission prosecution involving misleading representations about rights under the Consumer Guarantees Act. The company was convicted on eight Fair Trading Act charges.
2007
Anniversary balloon release
The release of roughly 13,000 balloons prompted concerns from environmental groups and the Department of Conservation about litter and harm to wildlife.
Marketing campaigns
- 2013Click Madness
New Zealand
The group ran a one-day online-only sale across its brands, promoting the development of its digital retail proposition.
Outcome. Established a prominent group-wide online promotional event.
- 200725th anniversary celebration
New Zealand
The company marked its 25th anniversary with a release of approximately 13,000 balloons.
Outcome. The event generated environmental criticism because of potential risks to wildlife.
Brand decisions
2024
Sell Torpedo7M&ABackground
The group continued to simplify its portfolio after years of specialist-retail expansion.
Action taken
Torpedo7 was sold to Tahua Partners for one dollar.
Aftermath
The transaction removed Torpedo7 from the group's portfolio.
Sale price. NZ$1 (2024)
2020
COVID-19 restructuring and store closuresStrategyBackground
The pandemic caused a major disruption to New Zealand retail and the group reassessed its store network and workforce.
Action taken
The group announced the possible loss of 1,080 jobs, six store closures and a later restructuring proposal affecting another 500 to 750 positions.
Aftermath
Unions criticized the consultation process. The group also repaid NZ$67.8 million in COVID-19 wage subsidy.
COVID-19 wage subsidy repaid. NZ$67.8 million (2020)
2019
Launch TheMarketProduct launchBackground
Online shopping was becoming a more important part of New Zealand retail competition.
Action taken
The group launched TheMarket as an online marketplace for local and international brands.
Aftermath
The platform complemented the group's existing brand websites and physical stores.
2012
Acquire Noel LeemingM&ABackground
The group sought to expand beyond general merchandise into consumer electronics and appliances.
Action taken
The Warehouse Group acquired Noel Leeming for NZ$65 million.
Aftermath
Noel Leeming became one of the group's principal operating brands.
Acquisition price. NZ$65 million (2012)
2009
Withdraw dedicated Warehouse Extra hypermarket formatStrategyBackground
The grocery-led large-store experiment experienced supply-chain problems and had not been proven commercially.
Action taken
The group ended the dedicated format and returned affected stores toward the traditional Warehouse model.
Aftermath
The Extra name continued to be used for some larger conventional stores.
Recent events
The Warehouse Group expands its EV charging network[3]
The Warehouse Group expanded and upgraded its EV charging infrastructure, bringing free charging to 28 of its stores in New Zealand; 13 sites had been upgraded to 25kW DC rapid chargers. Additional stations had been installed at The Warehouse Kaitaia and Waipapa, and one was planned for Greymouth the following month.
The Warehouse Group appoints Rachel Taulelei as a director[4]
Reported:
The Warehouse Group announced Rachel Taulelei's appointment as a non-executive director, effective immediately.
Sources4 sources
Cite this profile: Cite the canonical profile. /brand-wiki/the-warehouse-group · Editorial policy · How profiles are compiled