page_title: Farmers Trading Company
section_title: History
hierarchical_section_title: Farmers Trading Company / History
caption_attribution_description: English: The former Farmers department store building in Auckland, New Zealand. Now a hotel, with the Art Deco facade seen here from the east.
context_page_description: The Farmers Trading Company Ltd is a New Zealand mid-market department store chain. Based in Flat Bush, Auckland, Farmers operates 59 stores across New Zealand, specialising in family fashion, beauty, homewares, furniture, large appliances and whiteware.
context_section_description: A company founded by Robert Laidlaw in 1909 as "Laidlaw Leeds" sold agricultural related goods through mail order catalogues, following a successful American model. It was bought by Farmers Union members in 1910. For example the Clevedon branch approved formation of a farmers union indenting and trading association at its 1910 meeting. In 1916 it was renamed as the Farmers Union Trading Co (Auckland) Ltd.  The company expanded into retail and adopted the department store model.
  The centre of operations was a high rise warehouse and office complex in Auckland's Hobson Street. In 1920 a retail space was opened to the public in the building. The co-op also bought many local stores in the Auckland province in 1920, by which time it had 32 stores, and offered preference shares to urban members.
  In the 1930s a large wing was built onto the older 1914 building which included the impressive Harbour View Tea Rooms. The architect involved, R. A. Lippencott, also gave the enlarged building a new facade in the new modern Art-Deco style. Hobson Street was not a very good position for a department store, so copying similar arrangement by stores in American cities, Laidlaw arranged for a free bus to shuttle people from Queen Street to the Hobson Street store. This was later augmented by a free tram to Karangahape Road.
  Over successive years the adjacent sites were covered with warehouses and administration blocks for the growing business. Laidlaw, a teetotaler, made a point of buying the pub directly next door, The Grosvenor, and turning it into offices. As well as its roof top playground and tearooms, Farmers was also noted for its high-rise parking building connected to the shop by an elevated sky way. Like many buildings from the 1920s onwards it had electric lifts which multiplied in number as the building grew in size. The store also boasted the first escalators in Auckland which were opened in 1955 by the Mayor of Auckland, Mr J H Luxford and Mrs Luxford. The Mayor cut the ribbon and the official party travelled up the escalators followed by a crowd of curious Aucklanders, along with the store's mascot Hector the parrot. The eight banks of escalators were the largest installation in the Southern Hemisphere.
  After closing in 1991, the large CBD store stood empty for several years before it was converted into an upscale hotel which opened in 1998. Currently, most Farmers stores are anchor stores in shopping malls, with their larger stores in the suburbs.
  The company grew from one store during the 1910s to 56 by 1990 through opportunism and take-overs. Farmers and the DEKA discount merchandise chain were joined as Farmers Deka Ltd from 1992. The DEKA chain closed in July 2001 after financial difficulty in competing with The Warehouse discount stores. Farmers Deka Ltd was then renamed Farmers Holdings Ltd.
  Farmers has traditionally been a middle market retailer, on par with Sears or J C Penney in the United States. With the recent development of The Warehouse (a Walmart type store), Farmers made a decision to become a far more fashionable shopping destination, ranging an increasing amount of branded product. Where Farmers once would have faced competition from The Warehouse (nationwide) and various small chain stores, they've established themselves well apart from this discount retailer. Farmers still face competition from remaining department stores Smith & Caughey's, Ballantynes, and H & J Smith, none of which are nationwide.
  Farmers closed its Queen Street, Auckland, store in rented premises in 2014 at the conclusion of a long-term lease. In November 2015, the company opened a new store located on the corner of Queen and Victoria Streets, formerly occupied by stationery retailer Whitcoulls, renovating it as a three-level Farmers department store.
caption: The historic flagship store in the Auckland CBD, now a hotel
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