How Kmart Proved Good Design Doesn't Have to be Expensive
Kate shares why she took the job everyone told her not to and how Kmart’s creative evolution unfolded. Read on…
EXCEPTIONAL DESIGN
BRAND TURNAROUND | CLIENT SUCCESS STORY | DESIGN PROCESS
CONTENTS
01. One Clear Strategy
02. Design Team with Big Plans
03. Turning Strategy into Style
LET’S DIVE IN …
When they said, “Kmart’s daggy”—Cool! I said!
When I first heard about a role going in Kmart’s design team, I’d lived in Australia for 2 years and I’ll be honest—I’d never set foot in the store. Not once.
I mentioned the opportunity to friends, and they looked nervous for me.
“Kmart’s daggy,” they said.
I visited. I agreed. I loved it.
Why go somewhere that’s already working? Yawn.
The possibilities for Kmart and their customers were endless.
A clear strategy—and one bold vision
What I loved about my time at Kmart, (other than the people - and there were GREAT people), was that the strategy was crystal clear:
Everyday low prices, for families.
Kmart August Living Issue
When I arrived, under the incredible leadership of Guy Russo, the team had already laid strong foundations:
They’d reduced SKU counts by over half.
There were no longer 18 microwaves—just four.
They’d put in place brilliant values and behaviours (more on that another time).
And, in my humble opinion, the most boring in-store experience imaginable.
Give or take the odd daggy duvet, most homewares were black, white, chrome or ooooo, RED! And every shade of red imaginable.
Australian and New Zealanders deserved more.
A Design Team with Big Plans
The Kmart design team was born in 2009 and led by the incredible Sally Forrest. She was the first person I met—and I was so excited to join as the Team Leader for General Merchandise.
Slowly, my team grew.
What started as a support service became an essential part of product development across all of General Merchandise.
We weren’t just making things look better—we were making them work together. The taste level elevated, colours were harmonious and combinations from across the store could be mixed and matched to the customer’s needs.
We harnessed global trends. We built cohesive collections. We collaborated with buyers. We started our season planning a year ahead.
And the buyers? They started calling us “the secret weapon.”
Ian Bailey and the team from A Current Affair (ACA)
Feature on Studio 10
Turning strategy into style
We had one strategy—and everyone was aligned.
That was our superpower.
Kmart’s brand DNA evolved, step by step. From daggy and dull to the powerhouse it is today. We surprised and delighted through February and August living campaigns, Christmas magic, and Back to School product of kids dreams.
We made the unaffordable, affordable.
We gave Australian & NZ families access to good design, every day.
And I loved every minute of it.
Because everyone deserves to be surrounded by beautiful things—no matter what.
NEXT TO READ…
