If Burnsco’s founder John Burns were alive today, he would be delighted to see how his company, founded way back in 1882, has progressed.

His original store, at Customs Street in downtown Auckland, has now blossomed into 16 outlets across the country that bear the Burnsco marque.

The 18^th Century shop and business operation, described as a chandlery, sold all manner of goods with the emphasis on ironmongery – carriage wear, ship’s fittings and ropes, ploughs, windmills, petroleum products, ordinary and shaped bricks, mining tools and machinery, bedsteads, iron goods, bulk products, baker’s ovens, clothing, and at one stage was in the fledgling recreational boating market. The latter included open craft advertised as ‘deluxe 12ft power boats’, manufactured with a ‘best-marine brass rudder, improved wheel, brass rudder shoe to protect the prop, a double-knead and copper riveted hull manufactured from selected yellow heart kahikatea and a rata engine bed’. There were two power options – both shaft-driven -  Villiers Mark 20 four-stroke air-cooled model or an Underwood 3HP two-stroke motor rated to 800-1500RPM!

 In 1890 John Burns, in partnership with James Wingate (who retired in 1891 and set up business in opposition!), was more of a wholesaler than a retailer. John Burns and Co. Ltd had its own ships – Wave and Endeavour – which carried imported goods to and around New Zealand, with a backload of flax, kauri timber and gum, wool and general produce to Australia and the Pacific.

The Macleod family – (centre left and right) Burnsco’s modern-day founder Keith Macleod and current MD Bruce Macleod, flanked by grandsons Rory (left) and David (right) – are all or have been involved in the business.

The company soon grew to expand its network beyond the four-storey brick HQ on the Auckland waterfront. An iron-built warehouse was added not far away at  Mechanics Bay, with John Burns and Co Ltd outlets sprouting up in Wellington, Christchurch, Whangarei, Greymouth, Gisborne, New Plymouth, Nelson and Timaru. Mr Burns was building himself quite a substantial empire!

John Burns passed away in November 1913. A eulogy printed in the NZ Herald described John Burns, who hailed from Glasgow, as having retired at 33 to go globe-trotting. One of the countries he called in on was New Zealand, where he was said to have been ‘impressed by the possibilities’. He returned to New Zealand in 1882 and partnered with Mr Wingate. A director of Onehunga Woollen Mills and Queensland Insurance, John Burns served as president of the Auckland Chamber of Commerce and was active in the Knox Presbyterian Church. He was survived by his wife, a daughter and two sons – one of whom, Robert, took over the thriving business.

But it was not all plain sailing for John Burns and Co. Ltd. In 1941 a major fire in the Customs Street premises, the company’s HQ, was challenging for the company, struggling to get imported goods shipped due to the war. At that stage, there were four outlets in the burgeoning city – Customs Street, Wairau Road, Stanley Street and Bader Drive; in 1963, the Invercargill branch opened, the last new store to do so.

From then on, the company’s fortunes waxed and waned to where there was just one outlet still open – Stanley Street - branded Burnsco Marine. This was purchased by Keith Macleod, who added it to his fledgling chandlery business. Keith set about rebuilding the store network under the Burnsco marque, retiring in 2004 with seven outlets in place. The mantle was handed to his son, present co-owner and MD, Bruce Macleod.

Under his direction, the business expanded to 16 Burnsco outlets nationwide – BoI in the north to Christchurch in the south - including a growing online store. It is a company driven by a genuine passion for everything marine, fishing, recreational vehicles and the outdoors. It draws on 140 years of knowledge and expertise, with over 200 staff with product knowledge and a desire to serve their customers well.

Long-serving staff member and current Trade manager Grant Cruickshank.

Bricks and mortar important

While online sales are a growing part of the Burnsco business, Bruce Macleod says many of his customers still like  ‘bricks and mortar’ where they can browse what is on offer,  handle the items and get expert advice in-store.

”This latter aspect is something we are proud of, having the staff with the deep knowledge and experience to ensure people get the best advice,” Bruce says. “They are passionate about boating and fishing and are well motivated to pass this knowledge on.”

“Our customers, especially when contemplating a major purchase, research the subject well, so our team has to be up with the play.”

All staff – 200 plus permanents and casuals and including head office employees, - attend regular training as well as spending several days on the shop floor yearly to keep their product knowledge up. The company runs extensive in-house training – including an intense two-days at the ‘Burnsco Academy’ and management courses.

“Our training is by us and for us, with the customer ultimately benefiting.”

Many of the Burnsco crew are long-serving.

“A number of the staff were here when I arrived. Dad (Keith) was a good recruiter!”

Marine has always been a big part of the Burnsco operation. Looking back to the 1960 catalogue, only boating and fishing products were included. Things have changed since then, with the company launching exclusive labels such as Wipeout and Tasman, Burnsco and Edge brands

“Edge fishing tackle is a big area of growth for us. We source quality gear directly, passing the savings to the anglers. It is the first time we have zeroed in on a single aspect of the business in this way – it has been an interesting ride but one that is working well.”

The company has also been an excellent corporate citizen. As well as supporting many local events, it is a Platinum sponsor of LegaSea – the NZSFC’s public outreach arm – and a significant sponsor of Forest and Bird.

Edge branded tackle has been a success story for the company. Bruce Macleod and Phil Wells discuss the latest stock to hit the shelves.

A passion for boating

Long-serving staffer Grant Cruickshank first worked in the Stanley street, Auckland outlet, kicking off his Burnsco career on April 1, 1988 – 34 years ago.

He came from a stint in grocery management in the Woolworths chain, a position he struggled to get excited about.

“My passion was boats – sailing and fishing – so when a sales role with Burnscos came up, I jumped at the opportunity even though it meant a reduction in pay and status,” Grant says.

Three things Grant remembers from Stanley street. The first was that every time a truck went past – the store was on the route to the port – the stainless-steel shackles would all rattle;  secondly, the large 30HP Vetus diesel motors were on display. Thirdly, training in dealing with potential robberies was different then.

“On my second day at Stanley Street, I was shown a sturdy baseball bat under the counter to be used to thwart potential thefts.”

In 1989 Grant was appointed the first manager of the fledgling Gulf Harbour branch.

“My first job was, with the help of my father, to lay the carpet tiles before the store could open. The title manager was a bit of a joke, as I was the sole employee!”

Grant recalls Mondays and Tuesdays were his ‘weekend’, but customers knew he was living locally and would call at his home to get him to open up when the store was shut to pick up that essential item for their project.

There were no computers to keep control of stock inventory and pricing then. All Grant had was a ‘heap’ of price books. It meant he had to have the extensive product knowledge to match what was on the shelf with what was shown in the books.

Gulf harbour then was also light on fishing tackle. A Penn Seaboy rod and reel combo was the first tackle Grant recalls selling.

What might founder John Burns make of a Burnsco store in 2022?

The company also had a 20-metre berth at Gulf Harbour marina, and Grant owned a 22ft Townson designed Pied Piper yacht, which he kept on the prestigious A-Pier berth.

“I would invite people for a drink after work on the boat. They had to walk past all these large yachts and cruisers, and there was my little boat in this huge berth – they must have been disappointed,” Grant quips.

Grant says he has always enjoyed the work atmosphere, partly due to the business being family-owned.

“The various divisions are supportive of each other, and because boating is my passion, being among boaties and boat builders all day long is great”.

Grant’s role within the company has changed over the years. Today he manages the trade aspects of the business, dealing with boatbuilders in the main. He still fills in as a relief manager wherever needed and in the past has been a national and regional sales manager, training and merchandising manager, and duty manager.

“I still love being back on the shop floor where I can keep abreast of the products in stock. I never get bored as our staff and clients speak the same language.”

Grant has noticed many changes over the years, the most significant being in electronics. “Electronics, while an important part of our business now, was non-existent when we opened Gulf Harbour. The only electronics initially in stock was a single VHF, but that was shoplifted within the first few days of being displayed!”

The other change is the growing number of females involved in boating and fishing – it is great to see as it is a fantastic family activity.

The company’s first masthead.

What would John Burns think?

And if founder John Burns were alive today? – Bruce Macleod thinks he would be very proud of what the company looked like now, and some of the products might not be too different from those he sold way back in 1882. – Grant Dixon