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NovaBrix Bunnings Warehouse building brick set - custom branded collectible retail merchandise designed by Novelli

HOW BUNNINGS WAREHOUSE TURNED BRAND LOYALTY INTO A BEST-SELLING COLLECTIBLE RETAIL RANGE

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CLIENT

Bunnings Warehouse Australia and New Zealand
PROJECT

Develop a collectible branded NovaBrix building brick set for the 2019 Christmas campaign - which grew into a permanent six-product retail range.
WHAT WE DID

Novelli developed a Bunnings Warehouse branded NovaBrix building brick set

THE BUNNINGS WAREHOUSE CHRISTMAS CAMPAIGN BRIEF

Bunnings Warehouse and Bunnings Trade have been valued partners of Novelli for many years, establishing a strong and collaborative relationship that has led to numerous successful ventures. Our partnership has flourished through the creation of innovative branded merchandise, such as the iconic Bunnings Hoodies.

Aware of the power of brand loyalty and the potential to boost retail sales during the festive season, Bunnings Warehouse sought to deepen its connection with customers. They turned to Novelli to craft a unique and engaging Christmas campaign, aiming to capture the holiday spirit and drive sales through exclusive branded merchandise. 

 

INSIGHTS & DATA

Having successfully produced branded merchandise for Bunnings in the past, Novelli has developed a deep understanding of the retailer and its dedicated customer base. Bunnings has consistently ranked among Australia's most trusted brands - taking the top spot in 2024 - and its customer base is among the most loyal in Australian retail. 

Recognizing the iconic status of Bunnings Warehouse in the everyday lives of Australians, Novelli saw a unique opportunity to create a collectible, limited-edition Bunnings-branded product that would resonate with this audience.

HOW NOVABRIX BROUGHT THE BIG GREEN SHED TO LIFE IN BRICKS

The NovaBrix building brick brand emerged as the perfect choice for this venture. By offering a product that enables customers to bring a piece of their beloved retailer into their homes, Novelli not only strengthens brand loyalty but also provides a fun and engaging way for customers to connect with Bunnings on a personal level.

Novelli designed a detailed replica of the Big Green Shed, capturing beloved details, including the famous sausage sizzle that greets customers outside the store. 

Bunnings launched the set in November 2019, timed to capture the pre-Christmas retail surge.

NovaBrix Bunnings Warehouse building brick warehouse set

THE RESULTS — SOLD OUT, RELAUNCHED, AND EXPANDED TO SIX SKUS 

The NovaBrix Bunnings Warehouses brick sets were a massive success, with the first shipment of the Bunnings Warehouse set selling out quickly.

 The demand was strong enough that Bunnings relaunched the set the following Christmas - and then expanded the range to six permanent retail SKUs. The smaller store-related NovaBrix SKUs also proved to be popular. The range now includes the following 6 products - ​

  • Building Block Warehouse ​
  • Building Block Truck​
  • Building Block Forklift​
  • Building Block Kids Trolley​
  • Building Block Café​
  • Building Block Playground​

This launch of this range not only tapped into the holiday shopping surge, but also reinforced Bunnings' position as a leader in retail innovation, offering customers an exciting new product offering.  

Bunnings Warehouse NovaBrix playsets
NOVEMBER 2019

AUSTRALIANS GO CRAZY FOR BUNNINGS WAREHOUSE NOVABRIX SETS

Even before the Bunnings Warehouse set hit the shelves in November 2019, the buzz on social media was electric. Anticipation was at an all-time high as everyone eagerly awaited the chance to snag the season's must-have Christmas gift.

So, what happened when they went on sale? They vanished from the shelves in the blink of an eye, selling out faster than you could say "sausage sizzle"!

Social media reactions to the Bunnings Warehouse NovaBrix building brick set selling out - Christmas 2019

ABOUT BUNNINGS WAREHOUSE

Bunnings Warehouse is an Australian household hardware and garden centre chain and has stores in Australia and New Zealand. It is a major supplier to project builders, commercial tradespeople and the housing industry.​

With hundreds of warehouse stores and trade centres across Australia and New Zealand, and over 53,000 employees, Bunnings is one of the largest retailers in the region. Bunnings won the title of Australia's Most Trusted Brand in 2024.

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