Lowe’s names Australia stores

Lowe’s and Woolworths, which plan to open 150 Australian home improvement stores in a joint venture, have announced a name and the location of the first unit this week. The first “Masters” store will open in September or October at Braybrook in Melbourne with a 13,500-sq.-meter outlet. It will contain a separate trade-only area dedicated to the building and professional industries.

"In years to come we believe this brand will become a very familiar one for Australian DIYers, so it was important to choose a strong and simple name that will stand the test of time,” said Masters CEO Don Stallings, who formerly served as president of Lowe’s Canada. “Masters represents trust, knowledge and expertise -- all the qualities we plan to offer to our future customers."

The Masters brand was developed by Australia's brand identity consultancy Hulsbosch, which also lead the rebranding effort at Woolworths, a large supermarket chain that is Lowe’s partner in the new home improvement venture.

Following the opening of the Braybrook store, a number of additional stores will open in quick succession in Victoria and Queensland. The business is on track to achieve its initial target of 150 property sites secured within five years.