Peter Torrington applies 30 years of global brand and commercial strategy experience to build a step-by-step execution guide to launching, trademarking, financing, and scaling a product-led business in Aotearoa New Zealand.
Build a Successful Product Brand in NZ
NZ consumer brand founders face unique challenges: small markets, limited capital access, and high cashflow pressure. This playbook directly answers the most-searched questions by NZ founders—from working capital and trademarking to retail readiness and platform choice. It combines tactical steps, local funding pathways, and retail pitching know-how that global playbooks miss.
This isn't theory. It's action-first, NZ-specific help founders actually search for: how to get your first money, finance inventory, pitch to buyers, and build a business worth acquiring.
What You'll Get:
- The clearest path to getting your first funding—from grants to angels to working capital
- A step-by-step guide to pitching and selling your product to NZ retailers and online customers
- Tactical answers to the most common founder blockers—inventory finance, retail margins, and market validation
Quick Navigation:
- How to Structure and Protect Your Brand
- How to Fund Your NZ Product Brand (Without Venture Capital)
- How to Pitch to NZ Retailers as a New Brand
- What NZ Retail Buyers Expect in a Pitch
- Which Ecommerce Platform Works for NZ Brands?
- Building a Founder and Brand Community in NZ
- How to Exit a NZ Consumer Brand— Without VC
- NZ Brand Founder FAQ
- Coming in Month 2: Innovation Pathways for NZ Brands
- Master List: Consumer Brand Next Step Links, Tools, & Resources
Peter Torrington
Principal, Ask Pete Advisory
I have more than 30 years' experience leading the business and commercial strategies for major brands across Europe, Asia and Australasia.
After an extensive career with Colgate-Palmolive where I was GM & MD for South-East Asia in his latest role, I returned to New Zealand in 2018 where I started my own consultancy and worked as Chief Sales Officer at Whittaker’s, one of NZ’s most loved brands and the CEO of The Produce Company, a specialist restaurant food service business.
I have built commercial expertise across multiple disciplines including marketing, sales, finance and manufacturing.
I have worked successfully with a number of New Zealand companies helping expand their businesses locally and internationally such as Bostock Brothers Organic Chicken, Kiwigarden, Freeze Dried Foods, Serious Food Co, Leftbrain technology and Grin Natural Products.
I am a Mentor at the Ministry of Awesome and Kea and share learnings at startup and broader business events.
Connect: LinkedIn | Ask Pete Advisory
1: How to Structure and Protect Your Brand
Wondering how to structure and trademark your NZ consumer brand? This section covers the exact costs, legal setups, and IP protections founders search for when launching a product-led business in New Zealand.
Trademark Costs and Process in NZ | Local trademark registration via IPONZ: $100 per class (excluding GST), ~6 months, lasts up to 10 years.
For international protection, use a specialist such as AJ Park. | |
How to Structure IP for NZ & AU | Register in NZ first via IPONZ.
Consider AU via IP Australia or through WIPO for cross-border protection. | |
Managing Friends and Family Investment | Use a share subscription under your LTD.
Provide a clear, simple investment document covering valuation, risk, and exit expectations. | link to site (Startup Legal page)
|
Legal Structures for Consumer Brands | NZ Limited Liability Company (LTD) is the default.
Ideal for national/international trade, fundraising, IP protection.
Requires at least one NZ or AU resident Director.
Set up via NZ Companies Office.
Shareholder agreements, IP contracts, ESOPs, and GST registration are all manageable in this format. |
Why a Clean Structure Matters
- Investors or acquirers can walk away if IP is not protected or legal structures are not assigned cleanly. Fix it early!
- Without IP protection you open yourself to being copied by others and losing your point of difference
2: How to Fund Your NZ Product Brand (Without Venture Capital)
Venture capital rarely backs consumer product brands—so how do you fund inventory, launch costs, and growth? This section unpacks NZ-specific options like inventory finance, working capital loans, grants, and export credit that real founders use to keep cash flowing without chasing VC.
Product Brand Funding Options That Don’t Include Venture Capital
Funding Option | What It Is | Unlock | NZ-Specific Tips |
Bootstrapping / Founder Capital | Using personal savings to fund early product runs and setup. | Easiest to unlock if you have the funds! Keep personal and business accounts separate. | Plan production and inventory cycles carefully—working capital gaps can sink early growth. |
Friends & Family Equity | Equity investment from personal network. | Friends & Family are often open to support. Need to capture agreements clearly so don’t impact relationships. | Use a simple subscription agreement and clarify exit expectations early. |
Bank Overdrafts & Asset Finance | Credit facilities secured against personal or business assets. | Need to have and be willing put up assets as collateral. | Talk to your bank about short-term options based on order volume or inventory value. |
Inventory Finance | Short-term financing secured against purchase orders or inventory. | Need ongoing business with orders from customers. | Providers include Prospa, FundTap, and UDC. You'll need purchase orders and margin data. |
Working Capital Loans | Funds to cover cashflow gaps between production, shipping, and payment. | Able to secure if clear ongoing business cycle eg listing in major retailer. | Use a working capital calculator to model 3–6 months of needs. |
Grants | Non-dilutive funding from NZ government sources. | Great option if able to secure - will need to have novel approach, positive community impact or similar. | Callaghan (R&D), NZTE (export), RBPN (growth support), regional councils also offer grants. |
Angel Investment / Equity Crowdfunding | Equity funding from individuals or platforms like PledgeMe/Snowball. | Can be a good option to secure ‘public’ funding at low levels. Will give away equity but structure allows you to maintain control. | Requires clear brand story, margin model, and proof of traction. |
Retailer Terms / Export Credit | Deferred payment terms or trade finance from buyers or export credit providers. | Need to have a viable business in place | Negotiate terms with domestic retailers and explore NZECO for export-backed trade credit. |
The Working Capital Challenge
- One of key challenge for consumer products is the cash tied up for a number of months in advance of being paid as you need to procure key ingredients, packaging and pay for manufacture, warehousing and shipping costs all in advance of getting paid
- Think about creative ways you can scale to manage the capital requirements eg small batch production, pilot stores, start with a mix of DTC and retail
Debt vs Equity — Which to Use and When
- Use Debt when you have reliable cashflow and you want to maintain full ownership
- Debt watch outs: personal guarantees can be required, regular payments can be challenging in early stages, limited availability pre-revenue/early-stage
- Use Equity when you’re pre-revenue or scaling fast, can’t support loan repayments yet, want strategic value beyond money, willing to share ownership/control
- Equity watch outs: potential loss of control, value/goal misalignment, setting value too high or low
Useful Consumer Brand Funding Resources, Links & Next Steps:
Document Name / Site | What You Will Get | URL |
Callaghan Innovation | Helps innovators access R&D funding, technical support, incubation programs, collaboration networks, and innovation guidance. | |
myNZTE (NZ Trade & Enterprise Portal) | Free exporter portal offering market guides, export tools, research, learning modules, and connection to NZTE advisors. | |
Regional Business Partner Network (via business.govt.nz) | Government-subsidized advisory network to help grow businesses through local experts, support providers, and co-funding. | |
New Zealand Export Credit (NZEC, Treasury) | Export credit agency offering financial guarantees and trade credit insurance to mitigate export risks and support growth. | |
Omni Calculator – Working Capital Calculator | Interactive tool to calculate net working capital, explain the formula, interpret results, and manage liquidity. |
3: How to Pitch to NZ Retailers as a New Brand
Not sure how to pitch to NZ retailers as a new brand? This founder-focused checklist and buyer pitch guide gives you the tactical steps, margin benchmarks, and retail-readiness signals NZ buyers expect—so you can pitch with confidence.
Retail Readiness Checklist:
What NZ Retail Buyers Expect in a Pitch
Learn exactly what New Zealand retail buyers look for in a pitch deck — including the 10 essential slides and what each must cover to secure shelf space and drive retail partnerships.
Retailer Pitch Deck Outline for NZ Consumer Brand Startups
Approximate Slide Order | Slide | Purpose |
1 | Executive Summary | Overview of the market opportunity, your product offer and the impact it will make for the retailer |
2 | Company Overview | Brief introduction to your company (history, values, mission) |
3 | Market & Consumer Insight | • Target consumer profile and consumer trends supporting your product
• Category size and growth, key players, winners/losers, gaps & opportunities |
4 | Differentiated Proposition | • Clear brand positioning, USPs, product detail - benefit, pack, pricing, range
• Consumer feedback (leverage tools like Ideally and Stickybeak), awards/endorsements |
5 | Sales Performance | Distribution and velocity data (if already trading), scan data (if available) |
6 | Support Program | Store promotions in line with retailers approach, marketing activity plan to drive awareness and trial |
7 | Commercial Financials | Retailers require you to submit commercial financials that cover key areas and terms (margin, warehouse allowance, settlement discount)- formats available from retailers |
8 | Logistics & Supply Chain | Barcode info, units per case & pallet configuration, lead times, MOQ, distribution model |
9 | Packaging & Compliance | Final packaging visuals or mock-ups, label compliance |
10 | Call to Action | Suggested next steps, timelines (launch readiness, production, sampling) |
Make Sure You Are Ready
- It can be easy to misjudge your readiness. You want to be confident going to a retailer, so it can be good get some independent feedback from those experienced in the industry. It’s critical you make the most of key range review presentations!
- Ensure you are clear on the commercial financials - pricing, promotion, terms , logistics etc. You need to be comfortable you have the right pricing and support plan to drive success. It is hard to change this once you have launched.
Pitching to Retailers Quick FAQ:
Useful Pitching to Retailers Resources, Links & Next Steps:
Document Name / Site | What You Will Get | URL |
Ideally (GoIdeally) | Innovation research platform: run overnight consumer insight tests, build creative confidence, and iterate product/service concepts quickly. | |
Stickybeak | Rapid consumer testing tool: get real-time global feedback on packaging, campaigns, messaging, etc., within hours, using AI insights. | |
Foodstuffs – Emerging Supplier Forum | Info and registration for regional forums with insights on how to become a Foodstuffs supplier, plus networking and customer-trends guidance. | |
Foodstuffs eXchange – Supplier Engagement | Overview of Foodstuffs’ sourcing processes: invoicing timelines, purchasing models, engagement best practices, and how to optimise relationships. | |
Foodstuffs – Partnering with us | Outlines Foodstuffs’ supplier partnerships, including co-op structure, values, and expectations when becoming an approved food supplier. |
4: What Ecommerce Platform Options Work for NZ Brands?
Looking at the best ecommerce platform to use? This section compares the best ecommerce platforms for NZ product brands in 2025—covering costs, fulfilment, visibility, and platform control, so you can choose what works for your business model.
Simple E-Commerce Platform Comparison for NZ Brands
Platform | Best For | Cost Level | Local Support | Scale Potential | Peter’s Notes |
Shopify | Most consumer DTC brands | 💲💲 | Excellent | Very High | Most popular platform for NZ DTC brands |
WooCommerce (on WordPress) | Tech-savvy, content-rich brands | 💲 | Moderate | High | Best for content-rich brands that want full control |
Squarespace | Design-led, small product range | 💲 | Moderate | Moderate | Best for design-led brands with small SKU counts |
Wix | Budget startups or one-person ops | 💲 | Limited | Low–Moderate | Budget-friendly option for solo funders |
BigCommerce | Omnichannel + wholesale brands | 💲💲💲 | Growing | High | Best for brands that need B2B + B2C functionality |
Fulfilment & Logistics Tips
- Use NZ Post eShip or GoSweetSpot
- Plan for shipping delays, GST/VAT compliance
Useful E-Commerce Platform Resources, Links & Next Steps:
Platform | What You Will Get | URL |
Shopify (NZ) | A fully integrated e-commerce platform offering NZ-focussed tools: online storefront, in-person sales, app ecosystem (8,000+ apps), optimized checkout (~15% better conversion), ongoing innovation. | |
WooCommerce | A free, open-source plugin for WordPress: unlimited product control, inventory, payment, SEO/blogging, flexible extensions, ideal for custom stores with strong developer support. | |
Squarespace | A design-centric website & commerce builder: beautiful templates, intuitive UI, inventory management, integrated SEO, payment options, and all-in-one hosting. Great for small/creative businesses. | |
Wix Ecommerce | Drag-and-drop store builder with 500+ templates, full storefront, checkout, product variants, analytics, Velo app platform for customization, SEO & marketing tools. | |
BigCommerce | Robust SaaS ecommerce platform: scalable, no transaction fees, multiple storefronts, advanced SEO, built-in marketing, 99.99% uptime—ideal for high-volume or enterprise-level businesses. |
5: Building a Founder and Brand Community in NZ
Want to build a loyal brand community in NZ? From founders support networks, local influencers to PR-on-a-budget, this section reveals where NZ brand founders hang out—and how to tap into community-driven growth.
Founders are often trying to solve identical problems alone. Actively joining a community can be a great way to leverage resources and learn together!
➡️ New Zealand Founder Support Networks & Startup Hubs- Industry Agnostic, By Region
Consumer Brand-Specific Startup Support in New Zealand
Learn what support already exists for NZ Consumer Brand startups and how to best apply it.
Marketing Support:
Support Org | What You Will Get | Consumer Brand-Specific Support | URL |
Regional Business Partners (RBP) Network | Best for Local brands wanting tailored support | • Funding of up to 50% toward approved marketing and branding advisors
• Access to regional growth advisors who can guide startup marketing plans
• Covers areas like website setup, digital advertising, PR coaching, and brand storytelling | |
New Zealand Founder Support Networks & Startup Hubs- Industry Agnostic, By Region | Best for Brand-led startups needing hands-on guidance | • Free/low-cost group workshops on social media, SEO, customer journey mapping
• 1:1 brand mentoring sessions
• Access to brand & storytelling mentors | link to site |
Other Marketing Tips
- Communities: Chooice, Brandcamp, FMCG Facebook Groups
- Influencers: Use platforms like The Social Media Club
- PR on a budget: Scoop, Idealog, BusinessDesk guest pieces
Incubators, Accelerators, and CRIs:
Support Org | What You Will Get | Consumer Brand-Specific Support | |
New Zealand Founder Support Networks & Startup Hubs- Industry Agnostic, By Region | Best for FMCG, foodtech and lifestyle brands in early stage
| • 12-week incubation & validation programs
• Coaching on digital marketing, e-commerce strategy, and retailer pitch decks
• Often includes $5–10K in services from sponsors (designers, ad agencies) | |
Plant and Food Research
(New Zealand Crown Research Institute) | Develop, test, and validate food and beverage products through science-backed formulation, shelf-life testing, nutritional analysis, and export compliance support. | • Functional food development
• Shelf-life testing
• Packaging & compliance
• Nutrition claims and labelling support
• Export-readiness testing
• Consumer taste panels and product formulation |
6: How to Exit a NZ Consumer Brand - Without VC
Thinking long-term about a brand exit? Discover what NZ acquirers look for, how to structure for acquisition, and real NZ consumer brand exit examples that show it’s possible— without venture capital.
Acquisition Prep Steps:
- Set up financials for due diligence
- Separate IP into a holding company
- Record founder roles and responsibilities
- Capture partner relationships clearly e.g. distributor contracts
What Acquirers Want:
Mini-Case Studies: NZ Consumer Brand Acquisitions
Manuka Health (Honey & Wellness)
Acquired by Quadrant Private Equity, then Hong Leong Group
Em’s Power Cookies (Biscuits)
Acquired by Cookie Time
Earthwise (Cleaning, Laundry & Personal Care)
Acquired by Henkel
Natural Pet Food Group (Premium Pet Food)
Acquired by KKR
Bostock Brothers (Organic Chicken)
Acquired by Inghams
7. NZ Brand Founder FAQ
Straight answers to the most-Googled questions by NZ brand founders —all in one place.
8. Coming in Month 2: Innovation Pathways for New Zealand Brands
Understanding pathway options to develop, launch and scale your product will allow you to make an informed choice. Month 2 breaks down the avenues available, pros and cons, costs and support options.
9. Master List: Consumer Brand Next Step Links, Tools, & Resources
Site | What You Will Get | URL |
IPONZ – NZ Intellectual Property Office | Official NZ IP office: register/search/trademarks, patents, designs; fees, timeframes (~6 months), duration (up to 10 yrs). | |
AJ Park – Intellectual Property Specialists | Specialist IP legal support in NZ and internationally, including patents, trademarks, and industry‑specific strategies. | |
IP Australia – Trade Marks & IP Office | Guide to IP in Australia: trademarks, patents, designs, fees (~AU$250), timelines (~7 months), search tools. | |
WIPO – World Intellectual Property Organization | Overview of international IP systems like the Madrid Protocol; global filing routes. | |
NZ Companies Office – Companies Register Online | NZ company registration: incorporation, director/shareholder filing, annual returns, name reservation. | |
Business.govt.nz | NZ government resource: business structures, IP, tax, hiring, planning tools (Business Plan, ONECheck, etc.). | |
Callaghan Innovation – NZ Deep Tech & R&D Support | Access to founder grants, product development co-funding, startup innovation services, and industry experts. | |
NZTE (myNZTE) – Export & Growth Support | Market validation tools, export strategy, founder workshops, and 1:1 support for international expansion. | |
Plant & Food Research (CRI) | Scientific food validation, shelf-life, formulation, export compliance. | |
Soda Inc. – Waikato Incubator | Incubation, pitch coaching, marketing support, and grants access. | |
Regional Business Partner Network – Government Startup Services | Access to Capability Vouchers, mentoring, and connections to advisors via regional business hubs. | |
New Zealand Export Credit – Treasury | Government-backed trade finance and payment insurance for eligible exporters. | |
Omni Calculator – Working Capital Tool | Free online calculator to help estimate working capital and cash runway. | |
Ideally – Consumer Feedback Testing | Affordable consumer testing platform to validate product appeal and claims with real shoppers. | https://www.goideally.com/ |
Stickybeak – NZ Consumer Insights Tool | Quick survey tool to test brand concepts, packaging, and messaging with targeted NZ audiences. | |
Foodstuffs Emerging Supplier Forum | Apply to present to Foodstuffs (New World, PAK’nSAVE) and access supplier onboarding info. | |
Foodstuffs Exchange – Supplier Portal | Manage Foodstuffs supplier account, promotions, and performance reporting. | |
Shopify NZ – E-Commerce Platform | Launch and manage your online store with NZ-specific templates, payment integration, and analytics. | |
WooCommerce – WordPress E-Commerce Tool | Open-source e-commerce platform for WordPress users; ideal for founders wanting flexibility. | |
Squarespace – Site & Online Store Builder | Easy drag-and-drop website builder with e-commerce tools and clean templates. | |
Wix eCommerce – Storefront & Product Management | Sell online, track inventory, and manage orders with integrated store builder and backend tools. | |
BigCommerce – Scalable Online Storefront | Powerful e-commerce platform with multichannel selling and integrations for larger brands. |
Ask Pete Advisory
Your go-to-market strategic partner.
Partnering on clear action plans to drive in-market success.
Ask Pete Advisory is your go-to-market growth partner for NZ consumer brands ready to scale. From strategy and brand identity to product development, pricing, and partnership pitches, Pete helps founders turn insight into execution. Whether you’re building prototypes, refining your IP, or preparing to pitch retail and international partners — Pete delivers what moves the market.
