The Warehouse

Name

The Warehouse

Legal name

The Warehouse Limited

Website

https://thewarehouse.co.nz

Company type

Public

Founded year

1982

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Discount Department Store Retail

NAICS

All Other General Merchandise Retailers (455219), General Merchandise Retailers (455), Food and Beverage Retailers (445), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Variety Stores (5331), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Warehouse-Format Mass Merchandisers (Non-membership) (CRAGABAE)

akta.pro secondary industry

General Merchandise Online Retailers (CRAFADAA)

Keywords

• Discount department retail
• General merchandise retail
• Grocery household retail
• Apparel homewares retail
• Private label consumer goods

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue from selling physical products across multiple categories including clothing, homewares, electronics, toys, food, and household goods through physical stores and e-commerce.
2. Marketplace Commission: Third-party marketplace where external sellers list products, with The Warehouse taking a commission on sales. Features marketplace sellers from Australia, China, and New Zealand.
3. Private Label Products: Own-brand product lines including Living & Co (homewares), H&H (clothing), Young Original (clothing), and Warehouse Stationery generate higher margin revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

The Warehouse sells general merchandise and groceries through physical stores and an e-commerce storefront, using everyday low-price positioning. Its offering includes own-brand products, a third-party seller marketplace, loyalty benefits, mobile service, insurance, credit-card and finance products, home delivery, and Click & Collect.

Product overview

The Warehouse is New Zealand's largest discount retail group operating a physical store chain and comprehensive e-commerce platform. The offering consists of the core The Warehouse online store (a general merchandise retailer offering everyday low prices across clothing, home, electronics, toys, groceries, and more), supplemented by a Marketplace platform connecting third-party sellers, a MarketClub loyalty programme, a mobile app, Warehouse Mobile (a mobile virtual network operator), and various financial products including the NOW Rewards Visa and financing options. The product portfolio spans 15+ distinct product categories with 6,140+ special offer products and 24,000+ home and garden products alone. The company sells numerous private label brands including Living & Co (homewares), H&H (clothing), Babywise (baby products), Active Intent (activewear), Young Original (kids' clothing), MCoBeauty (beauty), Shotz (cleaning), Workspace (office furniture), Garage (women's fashion), Rivet (workwear), and Back Country (outdoor apparel), alongside branded electronics like Veon TVs. The business model emphasizes everyday low prices, a 'Club' loyalty programme, and convenient shopping options including Click & Collect.

Differentiator

Problem solved

Functional benefit

Brands

• MarketClub: Loyalty programme offering Club prices, early access, and delivery savings
• Living & Co
• H&H
• Active Intent
• Young Original
• Warehouse Mobile
• Marketplace

Products and services

• Marketplace Third-party marketplace integrated into The Warehouse's website, where sellers from Australia, China, and New Zealand can list products including costume accessories, pet products, furniture, and international brands for sale to customers through one checkout.
• MarketClub Free loyalty programme for customers offering Club prices, early access to sales, and delivery savings.
• Warehouse Mobile Prepaid mobile phone service offering SIM bundles and mobile plans through Spark, 2degrees, One NZ, and Skinny.
• Warehouse Insurance Insurance products for purchased items, including extended protection plans offered through The Warehouse.
• NOW Rewards Visa Rewards credit card offered through The Warehouse that provides reward points on purchases.
• Finance Options (Q Card) Instalment financing through Q Card for customers making larger purchases.
• Click & Collect Fulfilment service allowing customers to place online orders and collect them from a store or designated pickup location.
• Living & Co The Warehouse's homewares and furniture private-label brand, offering furniture, bedding, kitchenware, bathroom products, and storage solutions.
• H&H The Warehouse's clothing and apparel private-label brand, with H&H, H&H Curve, H&H Women's, H&H Maternity, H&H Plus, H&H Swim, and H&H Essentials lines.
• Babywise Private-label baby and toddler range including nappies, wipes, feeding accessories, nursery furniture, and baby-care products.
• Active Intent Private-label activewear and sports clothing brand with Active Intent, Active Intent Fitness, and Active Intent Play lines.
• Young Original Private-label brand offering affordable children's clothing, footwear, and accessories.
• MCoBeauty Private-label health and beauty brand offering cosmetics, skincare, and personal-care products.
• Shotz Private-label laundry and cleaning range including laundry liquid, fabric softener, dishwasher detergent, and cleaning products.
• Workspace Private-label office furniture brand offering desks, chairs, and workspace-organization products.
• Garage Private-label women's clothing brand targeting young women with affordable, trend-led fashion.
• Rivet Private-label workwear and trade clothing brand for men, offering durable work-appropriate apparel.
• Back Country Private-label outdoor and adventure clothing brand for outdoor enthusiasts and hikers.
• Veon TVs Private-label smart television brand offering 4K Ultra HD Google Smart TVs in 55-inch, 65-inch, and 75-inch sizes.

Quantifiable outcome

• Grocery sales now represent 25.8% of total revenue

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Tata Consultancy ServicescoreTechnology or Integration · 16 November 2025Expanded partnership with Tata Consultancy Services as part of a comprehensive cost reset programme aimed at reducing head office costs and improving profitability amidst ongoing margin pressure.
• TEG GroupminorGTM or Marketing Partner · 27 March 2025The Warehouse served as presenting partner for the Hot Wheels Monster Trucks Live Glow Party tour debuting in New Zealand in September 2025, with shows in Dunedin, Wellington, and Auckland.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kmart Australia: Kmart Australia is a discount department store owned by Wesfarmers operating in Australia and New Zealand. It is the most direct comparable to The Warehouse given overlapping product categories (clothing, homewares, electronics, toys), the same value-positioning, and active expansion into the New Zealand market that is named as a key competitive threat.
• Big W: Big W is Woolworths Group's discount general merchandise chain in Australia, offering a comparable mix of everyday-low-price clothing, homewares, electronics, and toys. It operates a similar large-format discount department store model and competes for the same value-conscious customer segment.

Broad incumbents

• Walmart: Walmart is the global benchmark for warehouse-format mass-merchandise discount retail, offering a broad mix of general merchandise and groceries at everyday low prices. While it does not operate in New Zealand, its format, private-label strategy, and EDLP positioning closely mirror The Warehouse's model.
• Target Corporation: Target is a major US mass merchandiser offering a wide assortment of owned and national brands across apparel, home, beauty, and grocery. Comparable to The Warehouse in its broad discount department-store model and heavy reliance on owned-brand differentiation.
• Costco Wholesale: Costco is the global warehouse-club leader operating membership-based warehouse retail with a broad general-merchandise and grocery assortment. It is a relevant broad incumbent comparable given shared warehouse-format, EDLP, and private-label (Kirkland) characteristics, though it operates a membership model The Warehouse does not.
• Amazon: Amazon is the global e-commerce and marketplace leader and operates in New Zealand, competing directly with The Warehouse's online storefront and marketplace. Relevant as a broad incumbent competitor for online general merchandise sales, third-party marketplace dynamics, and customer-acquisition scale.

Regional players

• Briscoes Group: Briscoes Group is a New Zealand-based homewares and general merchandise retailer (Briscoes, Rebel Sport, Living & Giving) operating physical stores nationwide. It is a relevant regional peer given shared NZ market, overlap on homewares categories, and value-positioning to similar consumer segments.
• Harvey Norman: Harvey Norman operates franchise electronics, furniture, and home-appliance retail stores across New Zealand and Australia. Comparable to The Warehouse on the electronics and home-appliances category overlap, though its category focus is narrower.
• Farmers Trading Company: Farmers is a New Zealand department store chain offering apparel, homewares, beauty, and general merchandise. It is a direct NZ-based departmental peer, though its positioning is more mid-market than The Warehouse's discount/value focus.

Emerging players

• Temu: Temu is a rapidly growing China-based discount online marketplace explicitly named by The Warehouse's management as a competitive threat. Relevant as an emerging player attacking the discount/value end of the market through aggressive pricing and broad general-merchandise assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thewarehousenz
• Facebookfacebook.com/thewarehousenz
• LinkedInlinkedin.com/company/the-warehouse-ltd
• Instagraminstagram.com/thewarehousenz

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

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 The Warehouse