By James Wells

Betta Stores Retail (BSR) has been facing a period of great change over recent months, following the administration of Retravision Southern, as its numbers have been bolstered by stores looking to exit the collapsed Retravision group.

However, one of the other great challenges facing BSR, according to chief executive officer Graeme Cunningham, is the retailer group’s re-branding exercise which began nine months ago. The project, which will see existing stores changing their branding from Betta Electrical to Betta Home Living, is expected to be rolled out across the vast majority of BSR’s stores.

“We have a third of the stores’ rebranding well underway, but this does take time,” Cunningham told Current.com.au. “We expect the entire transition to take place over a two to three year period. There has to be a certain standard of work at each site for the re-branding to take place and we also have to work with councils which can also hold things up a little.”

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Cunningham said that with the growth of the group he will “probably have to increase staff within the head office”, but he also believes the business has “systems that are working pretty well and are streamlined”.

Cunningham stresses that the group’s online business will continue to support the bricks and mortar structure which remains the key focus of BSR.

“We are using online to complement our stores,” he said. “We will always try to keep people coming into the stores with online integrated into our business model rather than taking a price-driven approach.”

The new Betta Home Living branding which is being rolled out across stores and the retailer's website.