Nilfisk Vacuum Cleaner, Volta Vacuum Cleaner, Hitachi Vacuum Cleaner, Melbourne, Australia

Godfreys' founders Mr Godfrey Cohen and Mr John Johnston

Since its emergence in the early 1930s, the Godfreys Group, a wholly-owned Australian business, has developed to become the world's largest vacuum cleaner retailer of its type, with 198 retail stores through-out Australia and New Zealand.

Mr Godfrey Cohen (the Group's founder), began this remarkable success story during the Depression in the early 1930s. During this time vacuum cleaners were sold door-to-door and could not be purchased in stores. Seeing an opportunity to introduce a new distribution channel, Mr Cohen convinced his father to allow him to use some of the window space in his furniture shop in Melbourne's Bourke Street. It is from these humble beginnings Mr Cohen began to sell reconditioned vacuum cleaners.

Shortly afterwards, a Hoover employee saw the vacuum cleaners in the shop window and agreed to sell trade-in models to Mr Cohen. Business flourished and a second store was opened in the Prahran Market.

While working from his father's store, Mr Cohen met his business partner, Mr John Johnston, a finance clerk in an office above the store. No legal contract was drawn up, rather, both men entered into a partnership agreement on a simple handshake. The spirit of this trust-based agreement continues today, and has become engrained in the Group's culture.

Mr Johnston's active participation in the day-to-day operations of the business ensures the benefit of his 70 years retail experience continues to be leveraged by the Group.

As a cleaning specialist, Godfreys is in business to provide customers with the best advice, products, and services to meet their cleaning needs.

Godfreys is a market-focused organisation where understanding and servicing customer needs is paramount. The Group's commitment to its customers is reflected in both the expertise of its employees and the breadth of its products.

Initially demonstrated by its founders, Godfreys' core values are now entrenched in the organisation's culture. They encompass:

• Customer Focus: Customer satisfaction is Godfreys' number one priority. This is achieved through listening to customer needs, providing guidance and advice, and then servicing these needs. This approach fosters significant loyalty.
• Enthusiasm: Godfreys' employees take pride in both the organisation and the products they sell. Employees carry out their roles with enthusiasm, and are motivated to achieve great results for both the Group and its customers. Enthusiasm and success translate to appropriate financial rewards and a highly motivated workforce.
• Innovation: Godfreys is committed to innovation in the cleaning market and everyday contact with customers provides insight into their current and future needs. Godfreys uses this information to drive continuous innovation in this sector.
• Teamwork: Godfreys' employees not only have a job, they also have a commitment to the Group and those they work with. Employees know that success is more likely operating as part of a sales team, rather than in isolation.