Trade Depot

What Trade Depot does

Trade Depot is a New Zealand-based home improvement retailer operating both an e-commerce storefront (tradedepot.co.nz, built on the BigCommerce platform) and three physical showrooms in Auckland, Hamilton, and Christchurch. Founded in 2010 and headquartered at 306 Neilson Street, Onehunga, Auckland, the company serves residential homeowners, DIY renovators, solar energy consumers, and commercial/trade customers across New Zealand with nationwide delivery from its online channel. The product catalog spans bathroom fixtures, kitchen cabinets and sinks, major and small appliances, heat pumps and ventilation, flooring and wall linings, solar panels and battery systems, lighting and electrical, tools and hardware, and furniture and garden products, with price points ranging from ~$2.50 accessories to $27,000+ solar installations.

The core platform is a standard BigCommerce storefront with integrated order tracking, customer accounts, and inventory management; the company layers its own house brands (Vogue Bathroomware, Vogue Appliances, TDX) on top of distributed third-party brands including Midea, Iceland, Solplanet, Deye, Marstek, Rebon, Klässich, Carysil, Huayi, and Ulica Solar. Trade Depot distinguishes its solar offering with professional installation services backed by after-sales checks at 3 and 12 months, and supports higher-ticket purchases through consumer finance partnerships with Gem Visa, Q-Mastercard, and Purple Visa (up to 36 months interest-free) plus solar loan top-ups through Westpac and BNZ Green Home Loans.

The business model is primarily direct-to-consumer product sales (one-time license revenue) supplemented by professional services revenue from solar installations and transaction-fee revenue from finance partner arrangements. Distribution is omnichannel — own e-commerce site, three retail showrooms, and a dedicated Trade Account program for builders and contractors — and marketing combines a customer inspiration gallery, Instagram presence, promotional campaigns, email newsletter with monthly prize draws, and finance partner co-marketing. NZ building code certification on all bathroom products is positioned as a compliance and trust signal for the residential base.

Name

Trade Depot

Legal name

Trade Depot Ltd.

Website

https://tradedepot.co.nz

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Trade Depot is a New Zealand online and physical home improvement retailer serving residential homeowners, DIY renovators, solar energy consumers, and trade customers across both islands via three showrooms and a nationwide e-commerce platform spanning bathroom, kitchen, appliances, solar, and hardware categories.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Product Sales: One-time sales of home improvement products including bathroom fixtures, kitchen appliances, solar systems, tools, flooring, and furniture. Revenue generated from individual customer purchases through both online and physical store channels.
2. Solar Installation Services: Trade Depot provides professional solar panel and battery installation services for residential and commercial properties, including site assessment, system design, installation, and after-sales maintenance.
3. Finance/Interest Bearing Plans: Partnership with finance providers (Gem Visa, Q-Mastercard, Purple Visa) to offer installment payment plans with 0-1% interest rates for solar systems and appliances, generating revenue through financing arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Trade Depot is a New Zealand online and physical home improvement retailer selling bathroom, kitchen, appliance, solar, flooring, lighting, tools, furniture, and smart home products at low prices across both its e-commerce site and three showrooms. It also offers professional solar and battery installation services and interest-free finance up to 36 months through third-party providers. The assortment combines in-house house brands (Vogue Bathroomware, Vogue Appliances, TDX) with third-party brands such as Midea, Solplanet, Deye, Marstek, Klässich, Huayi, Carysil, and Rebon.

Product overview

Trade Depot is a New Zealand online home improvement retailer offering low prices across a comprehensive range of home improvement products. The platform operates both as an e-commerce website and through three physical store locations (Auckland, Hamilton, Christchurch). The product portfolio centers around major home improvement categories including bathroom products (vanities, showers, bathtubs, toilets, tapware), kitchen products (cabinets, sinks, tapware), appliances and laundry (refrigeration, ovens, cooktops, dishwashers, washing machines, dryers), heat pumps and air conditioning, flooring and wall linings, solar energy systems, lighting and electrical, tools and hardware, and furniture and home and garden products. The company also offers smart home and household electrical products including smart TVs, smart security devices, and EV chargers. Trade Depot sells both proprietary brands (Vogue Bathroomware, Vogue Appliances, TDX) and partnered brands (Midea, Iceland, Solplanet, Deye, Marstek). Services include professional installation for solar systems and flexible finance options up to 36 months interest-free.

Differentiator

Problem solved

Functional benefit

Products and services

• Bathroom Fixtures and Fittings Complete bathroom range including vanities and cabinets, showers, tapware, toilets, bathtubs, mirrors and cabinets, bathroom suites and combos, accessories, vessel basins, heated towel rails, bathroom heaters and ventilation, and commercial bathroomware, sold to homeowners and trade customers.
• Kitchen Products and Cabinets Kitchen solutions including cabinets (kitchenettes, underbench units, wall units, over-fridge units, pantries), composite granite and stainless steel sinks, tapware, kitchenware, water filtration, waste disposals, benchtops, and splashbacks for kitchen renovations.
• Appliances and Laundry Major appliances including refrigeration (fridge freezers, side by side, upright, freezers, wine coolers, bar fridges, ice makers), freestanding and wall ovens, ceramic/induction/gas cooktops, dishwashers, washing machines, dryers, laundry combos, microwaves, small appliances, rangehoods, and vacuum and floor care products.
• Heat Pumps, Cooling, Ventilation and Water Systems Climate control and water heating products including single and multi split inverter heat pumps, ducted systems, portable air conditioners, room and outdoor heaters, bathroom heaters, fans and evaporative coolers, bathroom fans and ducting, gas/LPG/electric/heat pump hot water systems, and dehumidifiers and air purifiers.
• Solar Energy Systems and Home Solar Packages Pre-configured solar power systems ranging from 7-panel small home systems (3kW inverter, no battery) to 33-panel commercial systems (15kW inverter), available with or without battery storage, plus solar panels, inverters, batteries, mounting gear, and energy meters for residential and commercial customers.
• Flooring and Wall Linings Flooring solutions including ceramic and porcelain tiles, PVC and SPC click flooring and tile strips, carpet and mats, flooring accessories and tools, plus indoor, acoustic, WPC, PS, and SPC wall panels and composite decking.
• Lighting, Electrical and Plumbing Electrical and plumbing products including LED downlights, surface lights, lamps, solar and sensor lights, electrical cable and switch gear, bathroom and commercial plumbing, batteries, and electrical measuring tools.
• Tools and Hardware Tool and hardware range including power tools (drills, saws, nail guns, grinders, sanders), power tool accessories, door and gate hardware (electronic smart locks, digital mechanical locks), safety gear and workwear, general hardware, tape, abrasives, paint supplies, measuring tools, hand tools, fasteners, tool kits, and automotive and air tools.
• Furniture, Home and Garden

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core.

• SolplanetcoreTechnology or IntegrationSolar technology partner providing inverters, batteries, and energy management systems. Solplanet products are featured in Trade Depot's solar installations, including hybrid inverters ranging from 3kW to 100kW and solar battery solutions.
• MideacoreTechnology or IntegrationPrimary appliance and solar technology partner. Midea products include heat pump dryers, wall ovens, chest freezers, air conditioners, dishwashers, dehumidifiers, hybrid inverters, and solar batteries. Major supplier of home appliances and solar components.
• DeyecoreTechnology or IntegrationSolar technology partner providing hybrid inverters (ranging from 3kW to 10kW), solar batteries, and home solar system packages. Deye products are key components in Trade Depot's solar offerings.
• MarstekcoreTechnology or IntegrationSolar battery and storage partner providing products including Mars I Plus battery packs (5.12kWh with BMS), expandable batteries, and solar hybrid inverters (6kW single phase, 10kW three phase).
• Vogue (Appliances, Bathrooms, Kitchenware, EUR)coreTechnology or IntegrationMajor brand partner providing comprehensive product ranges including bathroom fixtures (vanities, baths, basins, toilets, mirrors), kitchen appliances (stainless steel ovens, cooktops, rangehoods), and kitchenware. Vogue products feature prominently across bathroom, kitchen, and appliance categories.
• KlässichcoreTechnology or IntegrationBathroom fixtures partner supplying tapware, shower systems, shower trays, freestanding baths, and bathroom accessories. Products include Linear II shower mixers, concealed basin mixers, and bathroom furniture.
• HuayicoreTechnology or IntegrationBathroom partner providing tapware, bathroom fixtures, and accessories as part of the comprehensive bathroom product range.
• CarysilcoreTechnology or IntegrationKitchen sink partner supplying composite granite sinks and sink inserts for kitchen installations.
• ReboncoreTechnology or IntegrationAward-winning flat-pack cabinet manufacturer since 2002, providing kitchen cabinets, wardrobes, vanities, and related furniture components. Rebon products are featured in customer kitchen renovation projects.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• The Warehouse: New Zealand's largest general merchandise discount retailer. Overlaps with Trade Depot's broader home, garden, furniture, and small appliance ranges as a value-priced mass retailer across multiple categories.
• Harvey Norman NZ: Large Australasian retailer of electronics, appliances, furniture, and home goods with NZ franchise stores. Overlaps with Trade Depot's appliance, furniture, and home categories but at broader scale and with a different in-store franchise model.

Emerging players

• Powersmart (Vector): NZ residential solar and battery installation specialist. Overlaps with Trade Depot's solar installation service line and competes for the same solar buyer segment with bundled PV and storage offerings.

Direct peers

• Mitre 10 NZ: New Zealand-owned cooperative of home improvement and trade supply stores. Comparable to Trade Depot across DIY home improvement, trade accounts, and bathroom/kitchen categories, with strong nationwide footprint through member stores.
• Noel Leeming: NZ electronics and home appliance retailer with national store network. Comparable on appliance and consumer electronics sales, finance offerings, and physical-plus-online retail model, though narrower in bathroom/kitchen scope.
• Kitchen Things: New Zealand specialist kitchen retailer with showrooms and online presence. Comparable on kitchen cabinetry, sinks, tapware, and appliances, and competes head-on with Trade Depot's kitchen category.
• Placemakers: NZ building supplies and home improvement retailer serving trade professionals and DIY customers. Overlaps with Trade Depot's trade account program, kitchen/bathroom ranges, and project-focused product assortment.
• Smiths City: NZ home appliance and electronics retailer with physical stores and online. Directly comparable on appliance categories (refrigeration, laundry, kitchen appliances) and consumer electronics sold by Trade Depot.
• Bathroom Direct: NZ specialist bathroom retailer offering vanities, showers, baths, and tapware. Directly comparable to Trade Depot's flagship bathroom category with similar showroom-plus-online hybrid model.
• Bunnings Warehouse NZ: New Zealand's largest home improvement and hardware retail chain, operating large-format stores nationwide. Directly comparable to Trade Depot on category breadth (bathroom, kitchen, tools, hardware, building supplies) and DIY/trade customer base, though at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Instagraminstagram.com/tradedepot
• LinkedInlinkedin.com/company/tradedepot.co.nz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Trade Depot