In 1985 L.D. Nathan split their business into two separate divisions; supermarkets and general merchandise after acquiring the McKenzies general merchandise stores. In 1988 L.D Nathan rebranded their General Merchandise business to DEKA, which launched with 90 stores. The launch was supported with a large advertising campaign of print and TV advertising with the "I Feel Good" slogan, using the James Brown I Got You song. DEKA used the "I feel good" slogan until 1996.
DEKA joined with Farmers Trading Company in 1992 to create Farmers Deka Limited. 1996 saw the launch of DEKA's new slogan "You Know Where" which was later changed to "Better value, every day". By 2001 DEKA store numbers had reduced to 60.
Read more about this topic: DEKA (New Zealand)
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