Forlongs expanding into old shop area

The Forlongs of a former era is making a comeback.

After 70 years furnishing the lives of Waikato residents, the Hamilton landmark department store closed in early 2015, rebooting as the smaller Forlongs Home Centre months later in Rawhiti Street and under new ownership.

Now the store’s expanding back into a part of the former Frankton empire.

Systems development manager Kim Forlong, greatgranddaughter of the founding Forlong, said the business will move into 130 Commerce Street on September 1.

‘‘We’re not going as big as we were,’’ she said.

‘‘We’ve learned that you don’t need to offer everything. We now offer what’s key and core.’’

Forlongs past was known for stocking a wider range of products - more than just home furnishing.

And the tradition of an eclectic range of products will continue to fill the shop floor.

There will be bicycles, power tools, running shoes, hunting clothing, outdoor furniture, computers, and even car seats.

‘‘We’ve sold watches before - we’ve even promoted them. We’ve sold tents. We sold a bike before our bike technician even started,’’ Forlong said.

Established in 1946, at one point Forlongs’ 16 departments covered 12,300 square metres of retail space and almost two city blocks in Frankton.

The old store was simply too big, a high standard of customer service was hard to maintain, and no one in the family wanted to keep it on, Forlong said.

‘‘The store was too much for me.

‘‘I didn’t want to see someone else at the helm.’’

Discussions with potential buyers did not result in a sale, 72 staff were reduced to eight, and portions of the store were sold to employees. But some things never change. Customers can continue to expect the same free delivery, albeit within a smaller geographic area, and the financing options which built the Forlongs name.

Two former workers will be re- employed and there will be two new staff, including a salesperson yet to be hired.

And the remains.

‘‘We’re in a great run right now. We have no reason to stop, because we’re more manageable now.’’ Forlongs name