Allphones

Allphones is an Australian telecommunications retail brand associated with the sale of mobile phones, mobile broadband products, service plans and related accessories across multiple carrier networks. It began in 1989 with a store in Mile End, South Australia, and expanded through franchising, adding 14 further South Australian stores before the business was sold in 2000 by Brian and Helen Werner. The brand subsequently developed beyond its original South Australian base, with outlets including a presence at Westfield Parramatta in New South Wales. Unlike a mobile network operator, Allphones functioned principally as a retail intermediary. Its stores offered customers devices and telecommunications services from different carriers, allowing the business to compete on product range, plans and sales assistance rather than through ownership of a nationwide communications network. Its historical assortment included mobile phones, broadband-related services, mobile plans and telecommunications accessories. The precise carrier mix and product ranges changed over time and are not fully documented in the available reference material. Allphones also pursued brand visibility through venue sponsorship. The company sponsored Sydney Super Dome from 1 September 2011 until 11 April 2016, a period during which the venue was known under the Allphones Arena name. This provided the retailer with a prominent association with a major Sydney entertainment venue while extending recognition beyond its store network. The business encountered severe financial and operational pressure after its Virgin Mobile franchise arrangement ended following litigation involving franchisor Optus and the expulsion of the franchisee. The loss of that business contributed to substantial losses. A proposed turnaround was further weakened when shareholder Skidmore withdrew funding. Allphones entered voluntary administration in February 2017, and 34 stores were closed. Skidmore subsequently supported six deeds of company arrangement and injected A$23 million to help preserve the business temporarily, meet obligations to licensees and employees, and facilitate transfers of franchises to new operators. The restructuring was intended to avoid a company-wide liquidation and improve recoveries for stakeholders and creditors. The physical retail operation is no longer documented as operating in its former form. However, the Allphones name continues to be used for an online megastore operated by Australian retailer Mobileciti, with an address associated with Westfield Parramatta. Accordingly, Allphones is best understood as a legacy telecommunications retail brand with a continuing online presence rather than as a conventional nationwide store chain or network operator.

Allphones was established in Australia in 1989, beginning with a store in Mile End, South Australia. The business expanded through franchising and added 14 further stores in South Australia. In 2000, Brian and Helen Werner sold the business. The available historical account does not identify the purchaser or provide a complete ownership chronology after that transaction. The company later operated as a telecommunications retail network rather than as a carrier-owned network operator. Its stores sold mobile phones and related accessories and offered customers mobile, broadband and other communications services across a range of carriers. This multi-carrier model positioned Allphones as a channel for comparing or purchasing devices and service plans. The chain expanded beyond South Australia, including sites in New South Wales such as Westfield Parramatta. Allphones gained wider public visibility through its association with Sydney Super Dome. The venue carried the Allphones Arena name from 1 September 2011 until 11 April 2016. The sponsorship was a major branding initiative, linking the retailer to a large entertainment venue in Sydney and giving the name exposure beyond its retail locations. The business later suffered a significant deterioration in its operating position. A dispute involving Optus and its Virgin Mobile franchise arrangements resulted in the expulsion of the Allphones Virgin Mobile franchisee. The loss of this franchise business was followed by substantial losses. A short-lived turnaround effort was undermined when shareholder Skidmore withdrew funding. These events culminated in Allphones entering voluntary administration in February 2017. The administration resulted in the closure of 34 stores. Rather than immediately proceeding to liquidation of the entire business, Skidmore filed six deeds of company arrangement and provided A$23 million. The stated purpose was to keep the company operating during the restructuring period, address amounts owed to licensees and 446 employees, and enable franchises to be transferred to new operators. This approach sought to preserve value for creditors and other stakeholders while limiting the consequences of a complete corporate failure. The former physical chain is no longer operating in the form documented during its retail expansion. The Allphones name, however, continues to be used for an online megastore operated by Mobileciti. The online operation is associated with a post-office address at Westfield Parramatta. The available sources do not establish the exact corporate relationship between Mobileciti and the historical Allphones business, so the continuing online use of the name should be treated as a later retail operation rather than proof that the original store network remains intact.

1. 2017Voluntary administration and store closures

   Allphones enters voluntary administration in February; 34 stores subsequently close.

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2. 2017Deeds of company arrangement support restructuring

   Six deeds of company arrangement and a reported A$23 million injection support continued operations, employee and licensee entitlements, and franchise transfers.

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3. 2016Allphones Arena naming arrangement ends

   The venue sponsorship and Allphones Arena naming period ends on 11 April 2016.

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4. 2011Sydney Super Dome naming sponsorship begins

   Sydney Super Dome adopts the Allphones Arena name from 1 September 2011.

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5. 2000Business sold by Brian and Helen Werner

   Brian and Helen Werner sell the Allphones business after its South Australian franchising expansion.

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6. 1989First Allphones store opens

   Allphones begins operations with a store in Mile End, South Australia.

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A multi-carrier Australian telecommunications retailer offering mobile devices, broadband-related services and communications plans through physical stores and, later, an online store.

• Mobile phonesMobile devices

  Mobile phones were the central retail category of Allphones. The chain supplied consumer handsets through its stores and associated service sales. The available source does not establish a definitive list of handset manufacturers, model families or exclusive device arrangements, and those details varied over the brand's operating history.

• Mobile and broadband servicesTelecommunications services

  Allphones specialised in mobile and broadband-related services offered across multiple carriers. Its retail role enabled customers to select or arrange communications services alongside devices. Specific plan names, pricing, carrier agreements and technical network arrangements are not established by the available reference material.

• Telecommunications accessoriesMobile accessories

  The retail assortment included accessories connected with mobile phones and telecommunications equipment. The source does not provide enough detail to identify particular accessory brands, product specifications or the relative importance of this category within Allphones stores.

• 2011Allphones Arena naming sponsorship

  Australia · Sydney

  Allphones sponsored Sydney Super Dome, which used the Allphones Arena name from 1 September 2011. The arrangement gave the telecommunications retailer a prominent association with a major entertainment venue.

  Outcome. The naming arrangement continued until 11 April 2016.

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• 2017Restructuring through deeds of company arrangementStrategy

  After entering voluntary administration amid losses linked to the Virgin Mobile franchise dispute and the withdrawal of shareholder funding, Allphones faced store closures and the prospect of broader liquidation.

  What changed. Skidmore filed six deeds of company arrangement and injected A$23 million to support the business, meet obligations to licensees and 446 employees, and facilitate transfers of franchises to new operators.

  Aftermath. The restructuring was intended to keep the company afloat temporarily and improve returns for stakeholders and creditors, although 34 stores closed and the former retail network did not continue in its previous form.

  Restructuring capital injection. A$23 million (2017)

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• 2017Allphones enters voluntary administration

  Allphones entered voluntary administration in February 2017 after the loss of its Virgin Mobile franchise business, substantial losses and the withdrawal of funding by shareholder Skidmore. The process led to the closure of 34 stores.

  BankruptcyOther
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• 2017Skidmore supports restructuring of Allphones

  Skidmore filed six deeds of company arrangement and injected A$23 million to support the company, employee and licensee entitlements, and the transfer of franchises to new operators.

  Bankruptcy
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• 2016Allphones Arena sponsorship ends

  The sponsorship naming arrangement for Sydney Super Dome, known as Allphones Arena during the partnership, ended on 11 April 2016 after running from 1 September 2011.

  CampaignOther
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1. Allphones