Secret History

Matchbox has been a family-owned operation since 1996. We have grown from just 2 stores (in High St Armadale and Chadstone Shopping Centre) to a multi-million dollar franchise group with outlets Australia wide.

Following an extensive rebrand, what began as a giftware company, is now a specialist in everything cookware and kitchenware related. Our innovation in direction illustrates our strong commitment to creating a point of difference in a market that is traditionally dominated by generic homeware offerings from large retailers and department stores.

As part of the group rebrand, the stores have adopted a friendly, mint green colour, creating ambience and instant recognition of the new brand. All new Matchbox stores have inbuilt kitchens with cooking demonstrations and classes available to customers. Matchbox staff have among the best product knowledge in the industry, with professional chefs working at selected stores.

The secret is out: Matchbox has entered the modern age of exclusive, culinary experiences, offering everything except the kitchen sink.