5 NZ companies that have gone global

Despite its diminutive size on the world stage (and the fact it’s notoriously often missed on maps overseas), New Zealand has repeatedly proven itself as a home for innovation and talent.

We’re the birthplace of the first man to conquer the Everest summit, the first country to give women the vote, and we’ve got a pretty iconic rugby history. Leave us off the map to your peril.

It’s no surprise then that New Zealand has made a similar splash in the global business scene. We’ve been the birthplace of iconic Kiwi companies that have transcended the Tasman and the Pacific to reach international waters, and that continues today.

With that in mind, and to celebrate the little country that could, we’re highlighting five New Zealand businesses that have gone global in recent years.

Ethique

The beauty industry has undergone quite the reckoning over the last couple of decades, from the movement against animal testing to a newer focus on vegan ingredients. Sustainability has also been a big topic of discussion – did you know that the beauty industry is responsible for 120 billion units of plastic packaging waste every year?

Well, there’s an alternative to the plastic bottles that clutter bathrooms around the world. Skincare and beauty brand Ethique have sustainability at the heart of their business, creating plastic-free products and innovative solid bars that offer an alternative to traditionally bottled items.

The business was started by Brianne West in her Christchurch kitchen in 2012, and it quickly grew. Ethique went international back in 2016 and is now stocked in over 6,800 stores around the world, from Japan to Australia and the USA.

Fonterra

New Zealand’s dairy industry is huge, accounting for 20% of our total exports. It’s no wonder why – our fertile lands have proven to be a perfect home for generations of farmers. However, each individual farm can’t necessarily grow its business without support. That’s why the dairy cooperatives started back in 1873, offering farmers the opportunity to co-own a company that has the strength and size to dominate the industry.

The largest cooperative in the country is Fonterra, which was formed as a result of a merger back in 2001. They’re owned by 11,000 dairy farmers who supply an incredible 14 billion litres of milk a year. That’s a lot of early mornings on the farm!

While Fonterra is a national success story, it’s made a huge impact overseas. Their supply chain stretches to 140 countries around the world and the co-op owns brands such as Anchor and NZMP.

Allbirds

New Zealand’s merino wool is a popular choice for all types of clothing – jumpers, cardigans, socks and more. It took Tim Brown from New Zealand to bring merino wool into footwear, with his company Allbirds.

Allbirds shoes have taken off overseas. Designed with natural fibres, their sneakers are often dubbed ‘the most comfortable shoes ever’ and they’ve become a favourite of the Hollywood crowd. Famous fans include Courtney Cox, Sarah Jessica Parker and Ashton Kutcher. In keeping with the trend for conscious consumption, the company puts sustainability high on their priority list, not just in their products but in the way they work as a certified B corp.

While the company has its roots in New Zealand, it’s now headquartered in San Francisco. There are also Allbirds stores in China, South Korea, the United States and Europe, as well as a few here in New Zealand.

Wētā Workshop

There’s no denying it – New Zealand is the perfect film location. Whether you’re looking for dramatic mountain scenery, beautiful beaches or distant plains, Aotearoa has been a popular background extra for many iconic movies (including that one with the vertically challenged fella who likes his jewellery, you might know it).

While the scenery takes much of the praise, we’ve also been home to some fantastic film creatives, including Wētā Workshop in Wellington, a props and special effects company.

Wētā Workshop was founded back in 1987 but grew to prominence with Lord of the Rings, where their detailed props and special effects received global acclaim. Now, they work for film productions around the world while still headquartered in Wellington. That includes the recent Avatar sequel, as well as Marvel movies Thor: Love & Thunder and Black Panther: Wakanda Forever.

Whittaker’s Chocolate

If you’re a resident of Aotearoa and have a sweet tooth, it’s pretty likely that a delicious bar of Whittaker’s chocolate has reached your hands at some point. Whittaker’s is a legendary chocolate brand, originally started by English immigrant J.H. Whittaker, who moved to New Zealand in 1890. Four generations later, Whittaker’s is still a family company.

A big part of Whittaker’s appeal is in their innovation. They frequently release new flavours, from the recent controversial ‘peanut butter and jelly’ bar to the fizzy Lemon & Paeroa edition. Popular UK food writer and cook Nigella Lawson has also acted as the face of the brand before.

While they’re not quite beating Kraft or Cadbury in international markets, 30% of Whittaker’s chocolate is now exported overseas and they’re continuing to grow their presence. They’re a staple in Australia already (and apparently a bargain over there at times!).

What do all these New Zealand companies have in common?

One word: innovation. All of these Kiwi companies saw gaps in their respective markets and they acted to fill them. Whether it’s Ethique recognising the growing demand for ethical and sustainable products, or Whittakers starting national conversations with their latest chocolate bar, these companies know how to make a statement with their work.

While global expansion can be a challenging process, it comes down to meeting demand and as these companies have shown, many consumers in other countries are following the same trends as people here in New Zealand. If businesses can tap into an unmet market here, there’s likely to be similar opportunities overseas.

For many business owners, it might take expanding your team overseas too, bringing in those local perspectives and boots on the ground to ensure success. This is particularly important at the moment, as local skills shortages make it tricky to find talent in New Zealand, let alone internationally.

Fortunately, these days businesses don’t necessarily have to ask their top talent to relocate their lives with the brand. Remote work has brought in a host of new opportunities when it comes to expanding overseas.

Get your business ready for international expansion

Could your business expand overseas? If you’re considering taking your brand to international waters, you might want to consider bringing international talent on board too. After all, a growing business needs a team to match it.

These days, international hiring doesn’t have to mean setting up an entity in the new country, or dealing with stressful visa rules. An employer of record service like the one we offer at Employment Hero can open your business up to a world of talent, all while taking care of legal and ethical obligations. Your new hires can work seamlessly from wherever they’re based and enjoy the benefits that come with remote work.

Find out how Global Teams can support your business in international expansion today.

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