Bunnings is one of Australia’s more trusted brands, having not only preserved but expanded its relevance by staying grounded in its core values while embracing opportunities for innovation. A surprising example of this approach? The now-famous Bunnings Rave.
The Bunnings Rave was an unexpected, high-energy event where the iconic Australian hardware chain transformed its familiar warehouse setting into a lively rave, complete with DJs, light shows, and enthusiastic crowds. What began as a playful idea quickly gained traction after a video of a spontaneous rave at a Bunnings location went viral. Embracing the quirky concept, Bunnings leaned into the event, attracting a younger demographic while maintaining its traditional community-focused approach. The rave became a social media sensation, blending the brand’s down-to-earth image with a new, fun-loving side that resonated with a wide audience.
@jacojac #bunningswarehouse #bunningsrave ♬ original sound – Jack Jacobs
Mike Schneider, Managing Director of Bunnings, sat down with Nadine Parkington of Think Nimble at SXSW Sydney yesterday for a conversation that shed light on the company’s unique approach to maintaining trust in an ever-changing world.
Schneider shared insights into how the idea for the Bunnings Rave came about and the underlying principles that made it a success. Initially sparked by an unexpected request from a group of young artists, the rave challenged Bunnings to think outside the box. With most 18-24-year-olds still living at home with their parents and having no need for home improvement merchandise, it also ultimately helped the brand connect with a new, younger audience that is traditionally not its market.
“What started as a spontaneous idea quickly gained momentum,” Schneider explained. “We discovered we had a couple of very talented DJs and performers working within our own business who were excited to create something new for the community.” Rather than shying away from the unconventional nature of a ‘Bunnings Rave,’ the company embraced it as an opportunity to build trust and foster relationships in an entirely different way.
“We saw very strong brand awareness and understanding of what we were doing and why we were doing it. We weren’t shooting ourselves into the conversation”.
Schneider made clear that the goal wasn’t to just throw a party, it was to stay true to the values that Bunnings has always stood for—community, consistency, and helpfulness—while stepping into new territory.
The event turned into a large-scale success, with Bunnings raising significant funds through traditional methods like sausage sizzles while simultaneously engaging a younger crowd that hadn’t previously interacted with the brand.
“We sold three and a half thousand sausages on the night,” he explained.
For Schneider, the key to sustaining Bunnings’ trusted reputation lies in a balance between innovation and tradition. “We’ve been around for over 30 years, and our core proposition hasn’t changed. We offer everyday low prices and work hard to maintain long-term partnerships,” he said. “But we’ve also learned that to maintain trust, you have to evolve with your community”.
As fun as it may have been, The Bunnings Rave wasn’t just a gimmick. It was a carefully considered move that aligned with the company’s broader strategy of community involvement, according to Schneider. “We’ve evolved into more of an omni-channel business since 2019, allowing us to be where customers want us—whether that’s online or at an in-person event like the rave.”
At the heart of Bunnings’ culture is humility, helpfulness, and consistency. “Bunnings is a very humble business. There’s no fashion statement to what we do—it’s about putting on the shirt and being a part of the team,” Schneider said. “Whether it’s helping a customer find the right tool for their home project or organizing a rave, it’s about staying true to who we are and what we do best”.
In a time of rapid social and technological changes, Schneider believes that trust is earned through consistency but also through openness to new opportunities—like the rave—that resonate with evolving audiences.
“You have to show that you’re willing to take on new challenges and try different things,” he said. “For us, the rave was an experiment that paid off because it was aligned with our values. It wasn’t about changing who we are; it was about finding new ways to connect with the community”.
Ultimately, the Bunnings Rave became a symbol of the company’s ability to adapt without losing sight of its core principles. “We’re always going to be about great service, great prices, and strong relationships,” Schneider concluded. “But every now and then, it’s good to surprise people with something they never saw coming.”
