Headquartered in Flat Bush, Auckland,[1] Farmers operates 59 stores across New Zealand,[2] specialising in family fashion, beauty, homewares, furniture, large appliances and whiteware.

As well as the store's rooftop playground and tearooms, Farmers was also noted for its high-rise parking building connected to the shop by an elevated skyway.

The Mayor cut the ribbon and the official party travelled up the escalators followed by a crowd of curious Aucklanders, along with the store's mascot Hector the parrot.

Following Chase's collapse, Farmers was sold to the New Zealand discount chain DEKA in 1992, owned by the Maori Development Corporation and retailer Foodland Associated Limited.

With the development of The Warehouse (a Walmart type store), Farmers decided to become a more fashionable shopping destination, ranging an increasing amount of branded products.

Where Farmers once would have faced competition from The Warehouse (nationwide) and various small chain stores, they have established themselves well apart from this discount retailer.

Farmers still face competition from remaining department stores Ballantynes, David Jones and Smith & Caughey's, none of which are nationwide.

Fellow James Pascoe Group companies Goldmark and Stevens also have store-within-a-store outlets within selected Farmers stores.

James Pascoe Ltd and Fisher & Paykel Finance bought Farmers on 6 November 2003 from Foodlands Associates for NZ$311 million.