Cracker new name for The Clearance Shed

The Clearance Shed, a New Zealand owned and operated value retailer established in 2009, is dropping Clearance from its brand name with a rename to Crackerjack.  

The Clearance Shed was originally set up to primarily sell through clearance product, but the business model has evolved and the name change is part of a strategic plan to offer new product ranges and quality brands.   

“Our customer research told us that while they clearly understood we offered great value, the word ‘clearance’ has a quality perception which was limiting our future growth,” says Crackerjack CEO Craig Faulkner.

“Over the past three years our stores have evolved to become less of a traditional clearance model to planned category buying, so the time is right to remove Clearance from our name.  Crackerjack is a good fit for us as is a unique name we can own, and describes what we do – the team hunt the globe for crackerjack deals.”

While the name is changing to allow the retailer to continue with its growth strategy (three new stores will open this year), Crackerjack will retain its bright black and yellow branding along with its mascot – Hunter, the Pointer hunting dog – and tagline “The Bargain Hunter’s Best Friend”.