Farmers's Slogans & Taglines

The Farmers Trading Company Ltd, branded simply as Farmers, is a premier New Zealand retail brand that commands monumental market equity as the absolute defining leader in the country's mid-market department store sector. Founded in 1909 by Robert Laidlaw and headquartered in Flat Bush, Auckland, the heritage enterprise permanently revolutionized the national shopping experience by evolving from a foundational mail-order business into New Zealand's largest multi-department retail ecosystem. Privately held under the prominent retail conglomerate James Pascoe Group—owned by Anne Norman and her family, who originally acquired the business in 2003 for NZ$311 million—the powerhouse operates under the direct corporate governance of longtime directors Anne and David Norman. Strategically shifting its position over the years from a traditional middle-market venue to a high-style fashion and beauty destination, Farmers deliberately differentiated itself from large-format discount competitors like The Warehouse by phasing out low-margin categories like hardware to concentrate on highly lucrative, serviced cosmetics, premium fine fragrances, on-trend family apparel, and contemporary homewares. Moving through mid-2026, the high-volume category giant mass-services millions of Kiwi consumers across an extensive national network of 58 to 59 department stores spanning both major cities and regional hubs, anchoring its enduring cultural footprint through an integrated digital e-commerce presence and its market-dominant position as "Your Department Store."