Endeavour Group has launched The Cellar at Barangaroo, a small-scale, premium retail trial designed to complement the company’s core Dan Murphy’s and BWS brands.
The new concept offers a curated selection, personalised service, and a refined shopping experience in one of Sydney’s most dynamic precincts. While Dan Murphy’s and BWS remain central to the company’s strategy, The Cellar at Barangaroo is an innovative, niche trial designed to complement these established brands.
Andrew Shedden, General Manager Premium at Endeavour Group, explained that The Cellar allows the company to explore premium customer preferences and refine the shopping experience.
“The Cellar is a small-scale, premium concept trial designed to complement Endeavour Group’s core Dan Murphy’s and BWS brands,” Shedden told National Liquor News. “While our cornerstone focus remains on delivering value, range, and customer experience through our flagship brands, The Cellar allows us to explore how best to serve premium customers in unique, high-density urban areas.”
Shedden emphasised that while The Cellar is a test and not a major strategic shift, it provides valuable insights into serving customers in premium retail environments.
“Barangaroo, as one of Sydney’s most dynamic precincts, provides an opportunity to test curated ranges, innovative designs, and personalised service in a unique small format. This tightly scoped trial – limited to six stores – will inform future innovations and improvements across our portfolio without detracting from our commitment to our core businesses, which remain the heart of what we do.”
The perfect location for a premium experience
The decision to open The Cellar at Barangaroo was strategic. The precinct, known for its vibrant mix of commercial, residential, and leisure spaces, offers a unique opportunity to engage with a high-density urban population, known for its discerning taste. Shedden noted that this trial would serve as a valuable learning opportunity to refine how the company can best meet the needs of premium customers in smaller, urban formats.
“The Barangaroo location allows us to test and learn how to best serve this type of customer, feeding insights into our broader retail strategy,” Shedden said.
This is the third iteration of The Cellar concept, following the openings at Martin Place and Lane Cove. While there are similarities across the stores, each location has been tailored to meet the specific preferences of its local customer base.
“We’re trialling subtle but meaningful differences in range, layout, and customer experience at each store to ensure we’re responding to what the local customer wants. This localised approach is critical to the success of the concept,” Shedden explained.
At Barangaroo, the design maximises the 121sqm footprint to create a curated, spacious environment that makes shopping an enjoyable experience. The layout ensures that every item has a place while maintaining a sense of openness, allowing customers to browse with ease.
The store’s design was carefully crafted to suit its size, with a focus on ensuring the premium range is both accessible and compelling. Fixtures and layouts were selected to optimise customer interaction and create a relaxed yet refined atmosphere.
With personalised service playing a key role in this experience, a team of highly knowledgeable wine specialists is on hand to guide customers through their selection and offer tailored recommendations. This level of customer service is a distinguishing factor of The Cellar, further enhancing the premium experience.
At Barangaroo, The Cellar features a premium range of products tailored to local tastes and current trends in the premium liquor market, such as the growing interest in boutique Australian producers and fine wines. Shedden explained that the store is responsive to customer feedback, ensuring the product range evolves over time to stay relevant to the local community.
“The Cellar is all about curated relevance. While BWS focuses on convenience and Dan Murphy’s is synonymous with the largest range at the lowest prices, The Cellar is tailored to customers seeking a premium, curated experience,” Shedden said.
A measured approach to expansion
While The Cellar at Barangaroo is an exciting and promising new concept, it is very much a trial with clear boundaries. The group plans to open just two to three additional stores over the course of the year, with no broader rollout planned at this stage. This selective expansion ensures that each new store can be carefully tailored to its local environment.
“We’re committed to serving every customer, from those seeking the largest range at the lowest prices at Dan Murphy’s, to convenience-seeking customers at BWS, and premium customers at The Cellar,” Shedden said. “This trial will help us refine our approach to ensure we meet the needs of all customers in the most effective way possible.”
Inside The Cellar Barangaroo
