RETAIL PROFILE Rawsons Appliances

Rawsons Appliances celebrates 75 years in business

BY EMILY BENCIC

2021 marks 75 years in business for independent South Australian electrical retailer, Rawsons Appliances. During this time, the business has grown to become the leading supplier of home appliances for both retail clients and commercial builders.

Rawsons founder, Ken Rawson would pick up appliances from clients’ homes and repair them.

In the last five years alone, Rawsons became the largest Weber Store in Adelaide by dedicating one-third of its Plympton showroom to Weber products with dedicated alfresco dining and demonstration space designed for hosting Weber Grill Academy classes and client engagement events.

In partnership with GESSI and Duravit, Rawsons opened a luxury bathroom showroom, and expanded into premium home heating by partnering with RealFlame for gas, electric and woodfire products.

Where it started for Rawsons in the 1950s.

In 2020, Rawsons further cemented its almost 40-year relationship with Miele by opening one of the first Miele Partner Centres anywhere in the world. The showroom, located at the Rawsons Plympton location, offers the full suite of Miele products including Miele branded consumables. The Centre hosts some of Adelaide’s leading home builders, architects and designers.

By diversifying our business to encompass more than just kitchen appliances, the Rawsons client shopping basket has grown.

“Our long-standing history with home appliances gives us a unique perspective of what high value clients expect because you can no longer pass off poorly designed and manufactured products from companies with no discernible heritage,” Rawsons Appliances sales director, Jon Pysing told Appliance Retailer.

“There has been an influx of no name and no origin brands coming to Australia, particularly over the last decade, putting down no tangible commitment to the market. Companies who support and give rise to these orphan brands come to realise that it is not sustainable, and clients are seeking a more trusting brand relationship. It will always be a pillar of Rawsons to seek brand partners who demonstrate a commitment through continued product development and ongoing service support,” he said.

Being in business for 75 years is the retailer’s most significant achievement to date, which Pysing attributes to long-standing and open relationships with supply partners, enabling the business to offer products that clients feel trust and reward in.

As the business grew Rawsons expanded with more electricians and vehicles.

“By diversifying our business to encompass more than just kitchen appliances, the Rawsons client shopping basket has grown. We continue to engage meaningfully with our clients and seek opportunities to meet and satisfy their expectations,” he said.

Looking ahead to a post-Covid world, Pysing believes it will be more important than ever to provide a level of sincerity that can only be achieved by being in tune with market demands and an increasing desire for clients to be truly satisfied with their buying decisions.

“There will also be greater focus on longevity of home appliances, coupled with the rise of the smart home and increasing shift to products that allow remote connection and activation. However, this functionality must continue to be meaningful and upgradeable – not just a gimmick,” he said.

“Rawsons will not rest on its achievements over 75 years but remain vigilant and relevant to the current and future homeowner.” AR

By the early 1980s, the business moved into a purpose-built warehouse with offices – the same location it remains in today.

HISTORY OF RAWSONS 1940s-2000s

Rawsons was founded by Ken Rawson in 1946 on his return from serving in the RAF during WWII. Working from his Glenelg family home, he would pick up appliances from clients’ homes and repair them. A few years later, he was joined by his brother Don, who also became an electrician in the business.

As the business grew Rawsons moved into a larger workshop in nearby Plympton and continued to expand with more electricians and vehicles. By the early 1980s, the business had outgrown this workshop so a purpose-built warehouse with offices was built on Rawsons' existing site. By this time, Ken’s son Rob had moved up through the business to later become the managing director. Don’s son Bruce also joined the business at this time and would go on to become financial director.

Rawsons receptionists responding to customer enquiries.

Rawsons was approached by Miele, soon after the brand established its Australian subsidiary in 1980, to service its washing machines and dishwashers. Distribution and sales were just the beginning for Miele as the brand looked for partnerships with like-minded businesses. In addition to servicing Miele appliances, Rawsons started selling them. The first washing machine was placed next to the receptionist desk and from there, the Rawsons Miele business grew.

In 1985 Rawsons expanded its line-up of appliances under the banner ‘European Appliance Centre’, helping introduce South Australians to other leading European brands including Gaggenau, Smeg and Franke. Rob’s son Toby entered the business in the late 1980s as an apprentice electrician and is now the general manager of Rawsons Electrical.

In 2005, Rawsons acquired its major competitor in Adelaide, Elite Appliances in Unley, and this showroom still operates a retail and commercial selection centre home to Miele, Gaggenau, Smeg Neff, Franke, Liebherr and Qasair.

The Rawsons showroom in 2021.