If you grew up glued to the TV as some of us were, you may remember this funny old lady. You might have smiled as she used her elderly belligerence to implore you to buy a washing machine, but then threw in an interest free period as if to remind you that the kindly granny look wasn’t entirely an act. You might have cringed as she attempted to entice you into her complex from a bubble bath. You might also have wondered whatever happened to Joyce Mayne, the doyenne of discount whitegoods in the dying decades of the 20th century.
Born in London, Mayne started out as an actress (and who’s surprised, given those ads) and a tap dancer. She arrived in Sydney in 1956, and the very next day got a job selling TVs at a shop in Penrith. A background in demoing gas and electrical appliances back in England, not to mention being the first woman to pass her all-male management course, didn’t hurt. When the shop owner’s wife learned that *gasp* a woman was selling TVs, she demanded Joyce be fired and replaced by a respectable gentleman. Unperturbed, Mayne went on to a job managing an electrical goods store in the same area, and in 1973 opened three of her own outlets. So great was her devotion to astrology that staff were recruited according to their star signs. “We prefer to employ Sagittarians, Scorpios, Capricornians and Aquarians – they’re the birth signs that produce the best sales people,” Joyce told the Sydney Morning Herald in January, 1979 – the eve of her greatest triumph as a retailer.
The ‘Joyce Mayne Shopping Complex’ on Parramatta Road, Auburn opened amid controversial circumstances in early 1980; filling the void left in the electrical retail scene by the 1978 death of Keith Lord, Joyce had the balls to hold the grand opening on a Sunday despite Sunday trading being completely illegal for a company of her size at the time. Damn. By exploiting a loophole in the law – subletting the 25 shops that made up her complex, thereby establishing herself and her tenants as equals – she was able to cash in on the more than 7,000 shoppers the centre would receive each Sunday. The downside? As a tenant, you had to endure the indignity of managing a store with a name like ‘Joycie’s Jean Barn’ (an actual 1982 store name, you can’t make this stuff up), but for Joyce herself, business was booming. Aside from a abortive flirtation with car sales in 1982, Joyce stuck largely to whitegoods and furniture, with locations soon sprouting at Taren Point, Camperdown, Alexandria and Newcastle. So involved was Joyce with the business that you’d often find her manning the registers during busy weekends. I bet you didn’t see Jean Lord doing that.
Once she’d created the Joyce Mayne chain, she quickly became a star of Sydney television in a long-running series of commercials. Anyone who watched late night commercial TV between 1978 and 1996 would at some point have caught a glimpse of Mayne’s ads, which showcased a shameless, unique kitsch and a garish sense of glamour, even for that era. This was in an age where furniture and whitegood chain owners all had a crack at fronting their own commercials, thus forcing an unsuspecting public to invite the vacant John Coote or the reptilian Gerry Harvey into their living rooms on an uncomfortably regular basis.
Joyce’s borderline offensive commercials, including one involving Mayne enjoying a bubble bath with Mafia types and making them offers they couldn’t refuse, didn’t immediately endear her to the public (something the low, low prices and interest free periods must have done instead). A subscriber to the ‘any publicity is good publicity’ tenet, the ads kept coming despite the public’s distaste. So too the profits – by 1990 Mayne, Harvey and Bing Lee had risen to the top of the industry. The woman herself attributes her winning ways to astrology (and a lifelong love of gambling, particularly on the horses). She took the riskiest punt of all in 1985 when she published Joyce’s Winning Ways, a bizarre part-memoir in which she claimed the stars picked winners. Unfortunately for Joyce, the stars never divined any victory for her own horse, Defilace.
In 1986, Joyce began winding down her involvement in the brand she’d fronted for so long, with hopes of retiring to Queensland. She’d spent the year writing a never-released followup to Joyce’s Winning Ways (perhaps she’d discovered a few more) and had fallen in love with the Sunshine State, retiring to Townsville in the late 80s but sporadically appearing in further, increasingly cantankerous TV ads in Sydney. In just a few short years she was calling herself Queensland’s Leading Progressive Astrologer, and claimed she could forecast up to ten years into the future. Given that the ads seemed to stop in about 1996, it makes you wonder…did you see this coming, Joyce?
Information on the end of Mayne’s life is scarce; she appears to have died in Townsville sometime prior to 2006, in relative obscurity. This obituary of Bing Lee’s son and Mayne contemporary Ken Lee (d. 2007) mentions that ‘the reclusive multimillionaire was last seen at the funeral of Joyce Mayne‘. Just to make sure she was dead, right Ken? The electrical retail industry is cutthroat, as evidenced by the way Mayne’s turf was carved up after her death. 1998 saw ubiquitous retail overlord Gerry Harvey stepping in to purchase the Mayne stores for his wife to run. There’s something very…misogynistic about that. The Joyce Mayne brand name has since been banished from Sydney, with only a handful of outlets remaining in regional NSW and Queensland. Six of Mayne’s seven ageing stores inherited by Harvey Norman were rebranded Domayne in 1999 and given a more upmarket makeover; gone were the lurid pinks and greens and all the associated tacky charm, replaced with a sleek modern finish and a very cold, corporate feel.
And so it is at Auburn, formerly the site of the aforementioned Joyce Mayne Shopping Complex. The complex has been largely replaced by a Harvey Norman outlet and the Domayne centre itself…it’s a far cry from the pink and brown monument splashed all over town in Mayne’s commercials throughout the 1980s.
But Joyce’s spirit lives on in this, the only feature in the entire complex that still bears her name. Yes, every time an item is taken away from the premises without a receipt, a part or fitting is pinched from a unit, a graffiti artist damages the property or the 99.99% of sensible, honest people feel the need for an apology, Joyce and her legion of invisible security cameras are there. The brutal juxtaposition of strongly worded threats in a bold, dangerous font signed by Mayne’s dainty typeface is classic Joyce, and wouldn’t seem out of place in one of her ads.
It’s sad that a pioneer like Mayne has been so thoroughly relegated to the annals of history, but by making herself the brand, Joyce may have inadvertently brought it on herself. Who was the real Joyce Mayne? An amusing excerpt from the SMH interview, January 1979 provides little illumination:
‘”And in another life I’d like to be a criminal law barrister,” she added mysteriously, without further explanation.’
Perhaps that life is being lived now, and maybe someday the full story will be told, but for the time being, as always, if you know more, let Past/Lives know. Vaya con dios, Joycie.
When I was a kid, growing up in a house that was developing rapidly from a tiny shag-carpeted fibre nightmare into a two-storey McMansion with cheese, the worst thing that could happen to you on a Saturday morning was being told “Get in the car, we’re going to HomeBase.” Suddenly, the Saturday that had held so much promise, that you’d worked all week at school to enjoy, was taken away from you, and replaced by a seemingly endless death march through IKEA.
Prospect’s HomeBase homemaker centre had been around since before 1982, when the IKEA opened. After that, the mindless rush to be a part of the Swedish furniture revolution put HomeBase on the map, and countless kids had their Saturday mornings ruined by the long drive out to the middle of nowhere just because the study would look better with a walnut bookshelf named ASCOT. The HomeBase centre’s other stores (yes, there were a few) surrounded IKEA, occasionally catching the eye of a customer as they left the furniture giant, but as a rule, IKEA was what you were there for. Clark Rubber wasn’t exactly a hot destination on weekends.
For the first few years, it wasn’t so bad. I was short enough to be allowed access to the ball room. Anyone who was a kid in the era of ball rooms will instantly know the thrills, the mayhem and the excitement of a ball room in a shopping centre. It was everywhere you wanted to be, because no matter how boring the prospect of a day traipsing around a shop looking for stuff you didn’t care about seemed, if there were facilities for kids you could instantly dump all your disappointment prep work from your internal cache and get stupid in the ball room.
Tragedy struck the Saturday I was suddenly too tall. The clown on the height restriction sign, my close friend for so many years, granting me private access to a wonderland, was instantly my enemy. His eyes, once alive with mischief at letting me into that private club, had turned cold and distant. “We don’t want you here,” his perma-smile seemed to say.
At this point I was faced with two options: brave the boredom of IKEA, or go to the entertainment room for older kids. It was a tough choice, but one easily made. I still wasn’t quite old enough to appreciate the challenge of a DIY entertainment unit, and as amusing as fake PROP brand computer screens were, they got old after the 1000000th bedroom mockup, so I was off to the big kids room. IKEA’s idea of entertainment for big kids involved a bunch of too-small stools stuffed into a tiny room. In the corner of the room was a mini-TV showing Superman: the Movie on a loop. Every single time I went to this room (and it was often – we had a lot of books to shelve), I was treated to either the Marlon Brando bit at the start, or the farm bit where Superman’s dad dies. Once, I even got to see the bit where Lex Luthor crushes the guy under the train – shockingly violent for a kid my height. Not once did I get to see Superman in action. This did nothing but affirm the film’s reputation as ‘a long one’ for me, because even though I knew how long a trip to IKEA could take, it was never as long as the buildup to Superman’s first appearance in the film. The movie and I have settled our differences since, but to this day I can’t watch it on a tiny TV.
The reason for this long anecdote is this: when it was deemed that our house contained enough IKEA furniture, the drive to Prospect suddenly seemed a bit too long, and further homemaker sorties were redirected to the much more local Christies Centre, on Canterbury Road at Bankstown. Long known as Dunlop Corner to locals (it was formerly the site of a Dunlop factory), the Christies homemaker centre had moved in sometime in the 80s or early 90s, and provided a bunch of lesser IKEA wannabes like Fantastic Furniture, a pottery barn, plenty of bedding shops, and my new enemy: Freedom Furniture. The Christies Centre became a new level of weekend hell, because unlike IKEA there was no kids play centre. No consideration for bored children was given anywhere on the grounds of the Christies Centre, and my attention was left to fall upon the dying, decrepit businesses that lined Canterbury Road.
Matters improved when the pottery barn was replaced by Hungry Jacks, but that can only hold one’s attention for so long. In 1996, Dick Smith Powerhouse made it to the Christies Centre. It was a breath of fresh air – suddenly there was a place that sold video games, computers, CDs, the first DVDs…even Superman: the Movie was available to buy here. Dick Smith had only recently moved away from being an electronic hobby shop to establishing a retail chain for consumer electronics, and the Powerhouse was a bold example. For many, it was the first place they were able to use the internet. The trial computers were all set up with dialup accounts, allowing customers to get a taste of the ‘information superhighway’ for the first time before making a purchase of a brand new Pentium. Suddenly, it didn’t matter how long the furniture pilgrimage was going to take, Dick Smith was the place to hang out and relieve that boredom. It was even better when I eventually had money.
These days, the Christies Centre name is long gone. It’s now Home Focus. Hungry Jacks is still enslaving teenagers, Freedom Furniture is still committing hate crimes against entertainment, bedding shops are still putting people to sleep for all the wrong reasons. There’s a new homemaker centre, Home Central, at the back of the place with a completely separate lineup of shops including a Toys R Us, which I’d’ve killed for on those initial endless Saturday mornings.
Dick Smith is gone. Only recently too, by the look of it. I went there yesterday hoping to buy a fuse, only to find the shop completely gone. When did this happen? I’d only gone there a few…months ago? Was it that long? The Dick Smith Powerhouse branding was apparently discontinued in 2009, immediately numbering the Bankstown store’s days. At the same time, Tandy electronic stores, acquired by Dick Smith, were phased out also. Remember Tandy? Everywhere when you weren’t looking for them, nowhere when you were. In January 2012, Dick Smith owner Woolworths closed 100 or so Dick Smith stores, apparently including the Bankstown Powerhouse, and announced that they were selling the chain. What a bunch of dicks.
So now, bored kids stuck at the Home Focus on an endless Saturday morning have only Hungry Jacks (or the distant Toys R Us) to entertain them. No wonder childhood obesity is such a problem. Of course, these days 4-year-olds have iPhones, so my heart isn’t exactly bleeding for them. It’s just a safe bet they didn’t get their iPhones or Nintendo DS from Dick Smith Powerhouse.
At the dawn of the retail era, several big names were standing out amongst the dross in Sydney. Pitt Street was quickly becoming the place to be for all department stores, and David Jones was king. One of the apparent heirs to the throne was E. Way & Company. Originally a drapery claiming to the be the cheapest in Sydney (on Pitt Street? Yeah, right), E. Way was established as a department store in 1891. E. Way was acquired in 1955 by Farmers, which itself was acquired in 1961 by the Myer juggernaut.
These days, jewellery store Pandora occupies the tiny building that once featured a grand display to rival DJ’s. Look at how small (yet grand) the building is in comparison to the monstrous Westfield, and you get a sense of how easily satisfied shoppers were back then. It’s sad to think about how quickly these kinds of acquisitions and mergers can absolutely eliminate a brand, and E. Way is just another victim ‘honoured’ with an unreachable, leftover facade. It’s more a case of ‘it’s not worth bothering to take it down’ than ‘leave it up for history’s sake’. Isn’t it always the Way?
IKEA has caused quite a stir in the suburb of Tempe over the last couple of years. Bordered by the Princes Highway and the appealingly named Swamp Road, Australia’s largest IKEA has replaced an itself-enormous Kennards (formerly Millers) Self Storage site, Tempe tip, and a manufacturing facility run by Ateco Automotive. Can I just say, who even knew Millers Storage had been taken over? I’m sorry if this is common knowledge, but I openly admit to not being up on the goings-on within the self storage industry: apparently Kennards acquired Millers’ distinctive orange storage empire in 2004. Wow. Anyway, part of the site IKEA sits upon today was owned by a widow between 1926 and 1940, when it was acquired by the Perpetual Trustee Company. In 1947, the PTC offloaded the site onto now-defunct British tobacco manufacturer W.D. & H.O. Wills.
With 2014’s “Grangegate” claiming the NSW premiership of Barry O’Farrell, what better time to take a closer look at the history of Penfolds Wine Cellars at Tempe?
Penfolds bought the site from Wills in 1953, but it wasn’t until 1959 (a good year, apparently) that the steadily growing company opened its new centre, planned as the most modern of its kind. Forward thinking wasn’t exactly in vogue that year, as in 1970 the site received a major update.
The large wine barrel out the front of this art-deco building was a familiar sight to passers-by during Penfolds’ time at Tempe, which came to a close in 1994.
Ateco Automotive moved in in 1995 and had the good taste to leave the art-deco facade alone, but for a few years prior to 2009 the building sat derelict and abandoned.
Meanwhile, on another part of IKEA’s huge site, a landfill site known as Tempe Tip was doing its part to pollute the area. Much of the tip’s runoff ended up in Alexandra Canal. The tip was closed as a landfill in 1975 and in 1988, it caught fire. Remediation attempts were made in 2005 to turn Tempe Tip into ‘Tempe Lands’ – a wetland paradise adjacent to an existing golf driving range and duck-filled ponds. But the former tip site was found to be too unstable, and the project was put into the ‘too hard’ basket until IKEA came along – then it was their problem.
And what a problem it was; in 2010, construction of the furniture megastore screeched to a halt when tonnes of asbestos from the tip were discovered on the site. Hundreds of workers were exposed and had to be quarantined. In a surprising move, the NSW Department of Environment and Climate Change investigation found no supporting evidence of related claims that run-off from the site was laced with asbestos, since the existence of such evidence would mean IKEA would pack up and go home, taking their money with them.
Magically, the asbestos problems went away, and IKEA was able to open in 2011, much to the detriment of traffic along the Princes Highway. Especially on weekends, it’s a madhouse (appropriately enough, too, given the history of the neighbouring site…but that’s another story). Above all the chaos stands the art-deco clock tower, which for years bore the Ateco name. IKEA has appropriated the building, returning the clock to working order and affixing the IKEA name beneath it.
It’s a fitting image, really: in IKEA’s world of 9pm weekday closing times, rushed construction efforts and frenzied seizure of unsuitable land, time is money.
The Marcus Clark department store empire got its start in Newtown, with its first store setting up in Brown Street. This building, on the corner of King and Brown Streets, is not that store. Just as the Marcus Clark Railway Square store was pretentiously known as Bon Marche Ltd, this one was branded Hobson’s Ltd; a subsidiary of Marcus Clark which had a sister store in North Sydney. A world away from Slurpees, Hobson’s sold Pabco Rugs. Not familiar with Pabco Rugs? You must not be a housewife:
When company director Reginald Marcus Clark (Sir Reg) died in 1953, the brand entered a state of free fall. In 1966 the ailing store’s locations were bought out – and subsequently rebranded or shut down – by their bitter rival, retail heavyweight Waltons. It wouldn’t be long until Waltons got a taste of their own medicine…but don’t worry, we’ll get to that.
Prior to its time as Hobson’s, this address was home to F. W. Hartley Undertaker and Embalmer. I can’t say for certain, but I’m pretty sure embalming fluid and Slurpees have a lot in common.