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Roger Wilson

Ex-CEO, Forty Winks

Melbourne, Victoria

Sergio Alderuccio

When I began work with Forty Winks, it was a co-operative of 34 stores owned by a group of founding members. My team and I helped transition the group to become a streamlined business franchise by targeting and converting independent and established bedding retailers across Australia.

We assisted in developing Forty Winks’ franchising agreement, training manuals, territorial rights, and introducing consistent branding. Over a 20-year period, Forty Winks grew from a Victorian co-operative of stores to a leading national retailer with stores in every state and territory, turnover in excess of $240 million and an advertising spend of $18 million.

I have known Sergio for over 25 years and throughout this time have found him to be the highest quality advisor on franchising. Sergio advised Forty Winks in our move from a co—operative buying group to a fully-fledged franchise company, from 34 outlets in 1991 to 93 outlets nationally when I retired as General Manager at the end of 2007.

Sergio’s expert knowledge in franchising is second to none in the industry.

Roger Wilson, Forty Winks

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