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Adairs Limited

Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis


This report on Adairs Limited is part of our research on the world’s 10,000 largest companies. It is created and updated frequently to provide the most current information available.

Premium members can access the full study on Adairs Limited, including the SWOT analysis, PESTLE, 5C analysis, CATWOE, Porters Five Forces, MOST analysis and a myriad of additional high value sections.

We identify potential new products and/or services that are distinct from the sections that are based on analysis; predict future market trends; and anticipate synergies between Adairs Limited and other organisations.

Company Description

Adairs Limited is an Australian home furnishings retailer headquartered in Richmond, Victoria. It was founded in 1967, and it specializes in bedding, homewares, and manchester. It serves the Australian, New Zealand, and Singaporean markets with a wide range of products and services, ranging from furniture to home decor.

Industry Overview

Adairs Limited operates in the home furnishings retail industry, which is estimated to be worth approximately $345 billion in the US alone. The industry employs approximately 4.8 million people, primarily in the US, China and India. Adairs Limited staffs approximately 2,100 employees across Australia, New Zealand, and South Africa.

Industry Classification

In terms of formal classification, Platform Executive has tagged Adairs Limited as a business operating within the Consumer industry.

Table of Contents

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: Mattress Support System
Patent ID: US9099367B2
Date: June 2, 2015

Patent Title: Bed base assembly
Patent ID: US9099368B2
Date: June 2, 2015

Patent Title: Bed base assembly with storage drawer
Patent ID: US9120524B2
Date: June 30, 2015

Patent Title: Bed base assembly with storage drawers
Patent ID: US9120525B2
Date: June 30, 2015

Patent Title: Bed base assembly with storage compartments
Patent ID: US9120526B2
Date: June 30, 2015

Patent Title: Bed base assembly with storage compartments
Patent ID: US9120527B2
Date: June 30, 2015

Patent Title: Bed base assembly with storage compartments
Patent ID: US9120528B2
Date: June 30, 2015

Patent Title: Bed base assembly with storage compartments
Patent ID: US9120529B2
Date: June 30, 2015

Patent Title: Bed base assembly with storage compartments
Patent ID: US9120530B2
Date: June 30, 2015

Patent Title: Bed base assembly with storage compartments
Patent ID: US9120531B2
Date: June 30, 2015

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • Bed Linen
  • Quilt Covers
  • Bed Sheets
  • Pillowcases
  • Towels
  • Blankets and Throws
  • Cushions
  • Mattress Protectors
  • Beds and Bed Frames
  • Furniture
  • Home Decor
  • Bathroom Accessories
  • Rugs
  • Lighting
  • Outdoor Furniture
  • Gift Cards

Key Competitors

We have identified the following organisations as being key competitors:

  • Harvey Norman
  • Domayne
  • Freedom
  • Fantastic Furniture
  • Snooze
  • Forty Winks
  • Plush
  • Early Settler
  • Bed Bath N Table
  • LivingStyles
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Customers: Adairs Limited’s customers are the people who purchase their products and services.

2. Suppliers: Adairs Limited’s suppliers provide the raw materials and other goods used in the production and sale of their products and services.

3. Employees: Adairs Limited’s employees are the people who work for the company, including management, sales and administrative staff.

4. Shareholders: Adairs Limited’s shareholders are the people who own shares in the company.

5. Government: The government has an influence on Adairs Limited through taxation, regulations, and other policies.

6. Community: Adairs Limited’s community stakeholders are the people in the community in which they are based, as well as those impacted by their activities.

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Adairs Limited different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Adairs Limited and its position within the marketplace.

Adairs Limited is a retailer of men's fashion and accessories. The company offers a wide variety of products, including clothing, shoes, and accessories.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Extensive product range: Adairs has one of the most extensive product ranges of any home décor retailer in Australia and New Zealand, with over 15,000 products ranging from furniture, homewares, bed linen, lighting and décor pieces.

Loyal customer base: Adairs has a loyal and engaged customer base, with over 2.5 million registered customers in Australia and New Zealand.

Luxury Brand: Adairs has developed a strong luxury brand, with a focus on quality, design and craftsmanship.

Experiences: Adairs offers customers unique experiences such as styling services and in-store events, which help to drive customer engagement and loyalty.

E-commerce: Adairs has a strong e-commerce presence, with a comprehensive website and mobile app, allowing customers to easily shop online.

Omnichannel: Adairs has an omnichannel presence, allowing customers to shop and engage with the brand both in-store and online.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Private Customers
  • Wholesale Customers
  • Corporate Customers
  • Business Customers
  • International Customers
  • Online Customers
  • Retail Customers
  • Trade Customers

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Growing Demand for Online Shopping: With the rise of online shopping, Adairs Limited will need to focus more on their online presence in order to remain competitive and continue to grow. Adairs will need to invest in e-commerce platforms and ensure that their website and mobile app are up to date and secure. Additionally, Adairs will need to invest in digital marketing strategies to drive traffic to their online store.

Personalization: Consumers are increasingly expecting a personalised shopping experience and Adairs will need to stay ahead of the trend by providing customers with personalised product recommendations, targeted offers, and tailored marketing messages.

Sustainability: Sustainability is becoming an increasingly important factor for consumers when making buying decisions. Adairs will need to invest in more sustainable manufacturing processes and ensure that their products are made from eco-friendly materials.

Social Media: Social media is becoming an increasingly important channel for reaching and engaging with customers. Adairs will need to invest in creating content that resonates with their target market and build relationships with influencers to help promote their products.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Adairs Limited include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement

[eod_financials target="ADH.AU" id="10329343" preset="Income Statement" years="2018-2023"]


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

Interior Design and Decorating Services: Adairs could offer interior design and decorating services to customers who want help creating a unique and personalised look for their home.

Custom Furniture Design: Adairs could offer customers the opportunity to design custom furniture pieces or purchase unique pieces of furniture that are not available in stores.

Home Staging Services: Adairs could provide home staging services to customers who want to make their home look more attractive to potential buyers.

Home Organisation Services: Adairs could offer home organisation services to help customers create a more efficient and clutter-free home.

Home Improvement Services: Adairs could provide home improvement services such as painting, flooring installation, and carpentry for customers who want to make changes to their home.

Home Delivery Services: Adairs could offer home delivery services to customers who need their furniture and decor items delivered to their homes.

Online Shopping: Adairs could create an online shopping platform where customers can purchase their furniture and decor items.

Gift Cards: Adairs could offer gift cards for customers who want to give the gift of home decor to their friends and family.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

1. Westfield
2. Bed Bath & Beyond
3. Williams-Sonoma
4. Pottery Barn
5. Target
7. Wayfair
8. Crate & Barrel
9. JB Hi-Fi
10. Harvey Norman

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
The Porters 5 forces for Adairs Limited are:

1. Threat of new entrants: LOW

2. Threat of substitutes: LOW

3. Bargaining power of buyers: MEDIUM

4. Bargaining power of suppliers: MEDIUM

5. Industry rivalry: MEDIUM

Adairs Limited scores relatively WELL in relation to the Porters 5 forces. The company has a LOW threat of new entrants and substitutes, and MODERATE bargaining power of buyers and suppliers. The main area of concern for the company is the level of industry rivalry, which is rated as MEDIUM.

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: Adairs Limited is an Australian based furniture and homewares retailer. Their customers are anyone who wants to furnish their home with quality products at an affordable price.

Actors: The actors include the Adairs Limited staff, suppliers and customers. The staff are responsible for providing customers with an outstanding in-store experience, while the suppliers provide the latest and greatest products to the Adairs Limited stores.

Transformation process: Adairs Limited’s transformation process involves sourcing the latest furniture and homewares and making them available for their customers. They work with their suppliers to ensure they have the best selection of products and also offer a variety of services to customers including in-store styling and free delivery.

World view: Adairs Limited’s world view is to provide customers with the best home furnishing experience possible. They strive to provide quality products, excellent customer service and a wide selection of products at an affordable price.

Owners: Adairs Limited is owned by public shareholders who invest in the company to make a return on their investment.

Environmental constraints: Adairs Limited is subject to environmental constraints such as legislation and regulations, local market trends and customer demand. They must also be mindful of their impact on the environment when sourcing products or services and take steps to reduce their footprint.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Adairs Limited business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. Adairs has a strong focus on providing quality products and services to its customers.

2. Adairs has a strong commitment to customer service and satisfaction.

3. Adairs has a wide range of products and services that cater to the needs of its customers.

4. Adairs has a strong online presence and is easily accessible to its customers.


Below is a list of opportunities we have identified for the business:

1. Adairs Limited could expand its e-commerce capabilities to reach new customers and improve the customer experience. This could be achieved through the development of a new website, improved search engine optimisation, and the addition of new features such as mobile checkout.

2. Adairs Limited could focus on building loyalty and repeat sales by launching a loyalty program. This could include discounts for repeat customers, exclusive sales, and reward points for purchases.

3. Adairs Limited could focus on increasing the visibility of its brand through targeted marketing campaigns. This could include leveraging social media to reach new customers, partnering with influencers to create content, and creating targeted campaigns to target specific demographics.

4. Adairs Limited could focus on improving operational efficiency by implementing new processes and technologies. This could include automation of warehouse operations, the adoption of new inventory management systems, and the implementation of new customer service systems.


Below is a list of the weaknesses we have identified for the business:

1. Lack of strong online presence – Adairs has a limited online presence compared to its competitors, which makes it difficult for customers to find and purchase products from the company.

2. Limited product range – Adairs offers a limited range of products compared to its competitors, which makes it difficult for customers to find everything they need in one place.

3. High prices – Adairs’ prices are generally higher than its competitors, which makes it difficult for customers to justify the purchase.

4. Poor customer service – Adairs has been known to have poor customer service, which can deter customers from returning or recommending the company to others.


Below is a list of the threats we have identified for the business:

1. Increased competition: With the growth of online retail, Adairs Limited is facing increased competition from both domestic and international competitors. This could put pressure on their pricing and margins, resulting in decreased profits.

2. Seasonal fluctuations: Adairs Limited has to deal with seasonal fluctuations in demand. This can cause cash flow issues and put pressure on their inventory management.

3. Supply chain disruption: Adairs Limited is reliant on their suppliers to provide them with the products they need. Any disruption in the supply chain could result in the company being unable to meet customer demand.

4. Technology: Adairs Limited needs to stay up to date with the latest technology in order to remain competitive. This requires significant investment in IT infrastructure, which could lead to higher operating costs.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Adairs Limited. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Adairs Limited, as well as areas where the company needs to improve its operations or strategy.
Company: Adairs Limited is an Australian homeware and linen retailer with stores across the country. They offer a wide range of stylish, quality products for the home, from bedding to furniture and homewares.

Collaborators: Adairs Limited has a number of strategic collaborations with other retailers, such as Country Road and Myer, who they partner with to bring new products to their customers. They also have partnerships with several suppliers that provide them with quality materials and components for their products.

Customers: Adairs Limited caters to a broad range of customers, from young couples to families and empty-nesters. They offer a range of products to suit different tastes and budgets and are committed to providing their customers with the best customer service possible.

Competitors: Adairs Limited faces competition from a range of other retailers, such as Bed Bath & Beyond, IKEA, and Freedom. They compete on price, quality, and customer service.

Content: Adairs Limited has a range of digital content, from product information to blog posts, that is designed to inform and inspire their customers. They also use social media to engage with their customers and share news about their products and events.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Adairs Limited as having an innovation score of C3.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Adairs Limited forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

Further Information

Premium members: If you cannot find the desired information or data set for the business you are researching then please reach out to our research and analysis team. We can tailor reports to meet your requiremnents, with a fast turnaround time.

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Reproduction of the content produced in this report is prohibited without the prior permission of the publisher, Platform Executive Pty Ltd.

The facts of this report have been gathered in good faith from both primary and secondary sources. It is believed to be correct at the time of publication, but cannot be guaranteed. As such Platform Executive can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect.


Premium members: To request a priority update to this report, please contact us. Our standard turnaround time is normally 48 hours.

The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 25th April 2023

Industry Keywords

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