Old Waters’ Brown Coupon Book redeemed for library collection

Wollongong City Libraries was recently gifted a wonderful artefact by a library customer that will bring back memories for many people who grew up in the Illawarra – a Brown Coupon Book for Wollongong’s much-loved Waters’ retail store. 

The early customer loyalty scheme ran from the 1930s through to the early 1970s, with customers adding coupons to the book to redeem for discounts on purchases. For more than 40 years, this buyer-incentive program was a successful marketing tool that encouraged customer loyalty and spending at Waters’ stores.

For each six pence spent, the purchaser was issued with a brown trading stamp. These were pasted into the booklet and could be redeemed at a rate of one pound worth of goods per 1,000 stamps (or approximately one pound discount for every 25 pounds spent). Government regulation prohibited the used of such incentive programs from November 1971, and the brown stamps were withdrawn, although the store still honoured those held by their customers.

The Waters family ran their well-known retail business in the Illawarra region from 1895 until 2002, with the main store operating on the corner of Crown Street and Station Street, Wollongong. Over the years they also operated smaller stores in Corrimal, Warilla, Warrawong and Shellharbour.

The stores sold a variety of goods, including hardware, lawn mowers, garden supplies, homewares, light fittings, floor coverings, paint, electrical goods, radios, washing machines, kitchenware, furniture, camping gear, giftware and toys and are remembered for their long history, exemplary customer service and strong connection to the local community. 

Founder William Waters was born in Pembrokeshire, Wales in about 1866 and as a young man had his right hand amputated following a machinery accident. He emigrated to Australia and joined family members in Wollongong in 1890. 

He opened his first general store in Unanderra in 1895. 

Meanwhile, William's brother George, opened a small timber yard and ironmongery in a single-storey store on the corner of Crown and Station streets in Wollongong. William took over the Crown Street shop in 1905. He sold the Unanderra shop and purchased land next to the Crown Street store where he operated a steam sawmill and joinery. In August 1917 fire completely destroyed the sawmill.

In 1913, William purchased more land and erected a two-storey building to sell furniture. 

In the years following World War 1, William Waters advertised with the slogan "Try Waters first", which can still be seen on the cover of the Brown Coupon Book. 

The change of name from William Waters to W. Waters & Son, and then to W. Waters & Sons was gradual, with John Waters joining his father in the business around 1926, and William Waters Jnr joined the family business in 1926.

The old building on Crown Street was demolished in 1930 and a new two-storey building erected. In 1933 a dedicated sports department was added and in April 1936 the business commenced trading as W. Waters & Sons Pty Ltd. 

During World War Two, the shopfront windows were boarded up to protect the shop, staff and customers. In 1954 when Queen Elizabeth II visited Wollongong, the store was famously decorated to celebrate the occasion, with processions walking past Crown Street.

The third generation of the Waters family entered the business in 1948 when John's son David joined the firm. During the 1970s and 1980s the store became more like a department store with regular visits to promote British Paints from  entertainer Rolf Harris (who, decades later in the UK, was convicted of child sexual abuse) and in-store appearances by ‘Joe the Gadget Man’. 

In 1985 plans were drawn up to redevelop the Crown Street store, but due to strict building regulations the idea was abandoned. The iconic site was sold and a new store was built in Stewart Street (the current site of Aldi) in 1988 and became known as Waters Mitre 10 and later Waters’ Furniture One. The old Crown Street building was demolished in 2003.

Fourth generation Waters’ family member Stuart Waters along with several former employees of W. Waters & Sons Pty Ltd have also shared their stories with Wollongong City Libraries as part of our Illawarra Stories Oral History project: go to W. Waters & Sons – Wollongong City Libraries' Illawarra Stories

Wollongong City Libraries is thrilled to receive such a wonderful piece of Wollongong’s retail history and welcome other donations that relate to the local area. Contact the local studies team at localhistory@wollongong.nsw.gov.au