Clive Peeters was an Australian electrical, computers, kitchens and whitegoods retailer founded in 1973, with the first stores opening in Melbourne that year and in Brisbane in 2001. The company traded under the Clive Peeters name in all states except Western Australia, where it operated as Rick Hart. The brand was retired in 2011, with most stores converted to Harvey Norman or Joyce Mayne stores and the remainder closed down. [1]
Design and History
The Clive Peeters visual identity was built around a blue color scheme. A photograph of a former Clive Peeters store in Moorabbin, Victoria, taken after its 2011 conversion to Harvey Norman, notes that the main sign was changed but the store retained its blue Clive Peeters appearance. [2]
The company’s marketing slogan, “SO EEEASY,” was registered as a trademark with IP Australia in 2001 by Harvey Norman Retailing Pty Ltd, covering wholesaling and retailing of domestic electrical and gas appliances. The trademark remains registered and protected. [3] The slogan was more than a marketing position; company materials described it as going “to the core of the Clive Peeters’ culture.” [4]
A separate CLIVE PEETERS wordmark trademark, filed with IP Australia by Harvey Norman Retailing Pty Ltd, was removed and not renewed after the renewal fee was not paid. [5]
Following the company’s voluntary administration in 2010 and subsequent acquisition, the Clive Peeters name was retired in 2011. The Sydney Morning Herald reported that the decision marked the end of an 18-year history in which chief executive Greg Smith and his team built the name from one store to a national retail chain. [6]
Meaning and Symbolism
Documented meaning for the Clive Peeters logo is limited. The blue storefront appearance is confirmed by photographic evidence, but no official source documents a specific symbolic meaning for the color choice. The “SO EEEASY” slogan, however, was explicitly tied to the company’s customer experience philosophy, described in investor materials as reflecting the core of the company’s culture. [4]
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