Anaconda celebrates 20 years as Australia’s premier outdoor adventure and sporting retailer
This year marks the 20th anniversary of Anaconda, Australia’s premier destination for outdoor adventure and sporting products.
Over the past two decades, Anaconda has cemented its place as a trusted retailer, providing Australians with exceptional value and high-quality equipment to fuel their passion for the outdoors.
Founded in 2004 by the family behind the Spotlight Group, Anaconda was born out of a deep love for camping and outdoor pursuits, coupled with a concern over a declining adventure culture in Australia
Zac Fried, Deputy Executive Chair of the Spotlight Group, shared, “We felt that people were choosing indoor leisure and entertainment over the great outdoors and our objective was to win them back.
“Twenty years on, with the rise of streaming and the proliferation of digital devices in homes, there is more competition than ever between outdoor activities and indoor recreation. We’ve seen a number of competitors follow us into the market with somewhat mixed success.
“What has remained constant is our commitment to prioritising people, success and excellence.”
In 2022, Anaconda created a new type of experience for its customers, launching its Anaconda Adventure HQ store in Chullora, New South Wales.
An industry-first concept, the 7,500sqm store features the usual broad range of goods supplemented by a fishing simulator, a ski simulator, a boat jetty and 40ft casting tank, tent floor, and a rank of full-sized camper trailers.
The store regularly provides how-to sessions for its customers along with community events and guest talks, offering uniquely inclusive customer experiences and a new type of retail experience for sporting and outdoor lovers.
Mr Fried revealed the thinking behind Adventure HQ is that Anaconda is not just a retail destination, adding, “Anaconda is a brand where passionate experts in every store unleash the experience of adventure every day. The Adventure HQ Store brings that to life in ways that are unmatched by any of our competitors.
“Our message to the market is simple: come to Anaconda for the biggest and best range, and you can also experience adventure in-store.”
A defining feature of the Anaconda story has been remarkable growth. Over the past 12 years, the company has expanded more than fourfold.
Mr Fried says, “When Chris Lude joined as CEO, the business had 34 stores. The most recent additions – at Forrestdale in Western Australia and Bundaberg and Mt Gravatt in Queensland – takes us to 90 outlets spanning every state and territory in the country.”
Despite the challenges posed by a competitive and ever-evolving outdoor market, Mr Fried draws confidence from insight such as those provided by The Nielsen Consumer & Media View for April 2024.
“That data showed that 76% of Aussies planned on travelling domestically in the next 12 months. It also found that younger people aged 25 to 39 are the most likely to be bitten by the domestic travel bug, with 78% planning to holiday locally.”
He adds, “It’s been a two-decade adventure full of challenges and surprises and we look forward to the next 20 years – and beyond – being even more exciting.”
One of the most recent store additions, Anaconda Bundaberg (QLD)
