Producto

What Producto does

Producto is a New Zealand-headquartered, design-led product agency specialising in custom corporate apparel, custom merchandise, retail supply, and brand-to-consumer (Brand2C) e-commerce services. Founded in 2016, the company operates four integrated service lines under the Producto brand, delivering end-to-end merchandise programmes from concept and design through sourcing, manufacturing, fulfilment, and distribution for large enterprise clients. Its operational model emphasises wraparound account management, e-commerce storefronts, and sustainable local sourcing, with over 50% of revenue generated from New Zealand suppliers and a nationwide workforce of nearly 600 employees.

The company monetises primarily through one-time, quote-based B2B sales of custom-designed apparel and merchandise to enterprise customers, supplemented by ongoing Brand2C e-commerce programmes for iconic brands extending into consumer merchandise. Its go-to-market is enterprise field sales targeting large corporates across New Zealand, Australia, and the United Kingdom, supported by direct sales, owned e-commerce infrastructure, and a wholesale-style retail supply channel. Notable enterprise clients include Lion, Silver Fern Farms, Porter Group, Canon Oceania, and BP.

In July 2023, BMC Group acquired a 50% stake and folded its Barkers wholesale division into Producto, fully integrating the business into the BMC Group head office alongside the Barkers and Max brands while preserving operational independence. The company has no disclosed proprietary technology platform, no published pricing, no public funding history, and no revenue disclosure; its competitive positioning rests on design credibility, local supply-chain depth, and embedded enterprise client relationships rather than technology differentiation.

Name

Producto

Legal name

Producto Holdings Ltd.

Website

https://weareproducto.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Producto is a New Zealand-based, design-led product agency delivering custom corporate apparel, custom merchandise, retail supply, and Brand2C e-commerce services to large enterprise clients across New Zealand, Australia, and the United Kingdom.

Ownership category

akta.pro rank

Product category

Custom Merchandise and Apparel

NAICS

Apparel, Piece Goods, and Notions Merchant Wholesalers (4243), Industrial Design Services (54142)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Branded Merchandise & Corporate Gifts (BPAFAMAA)

akta.pro secondary industries

Workwear, Uniforms & Corporate Apparel Wholesale (CRAOADAF), Promotional Product Distribution & Fulfillment (BPAFAMAB), Branded Merchandise & Promotional Apparel Wholesale (CRAOADAI)

Keywords

• Custom corporate apparel
• Branded merchandise
• Promotional products
• Retail merchandise supply
• Uniform design services

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Merchandise and Apparel Sales: Design-led, innovative multi-channel product agency providing custom corporate apparel, custom merchandise, retail supply, and Brand2C services. Revenue generated through product sales with wraparound services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Producto is a design-led product agency that designs, manufactures, and distributes custom corporate apparel, custom merchandise, retail supply, and Brand2C (brand-to-consumer) e-commerce services. It provides end-to-end wraparound solutions from concept and design through to manufacturing, fulfilment, distribution, and consumer customer service for large corporate clients and iconic brands.

Product overview

Producto is a custom merchandise and apparel company that operates as a unified platform offering four integrated service lines: Corporate Apparel (custom uniforms and corporate wear), Custom Merchandise (branded promotional items), Retail Supply (design-to-delivery retail solutions), and Brand2C (B2C e-commerce and distribution services). The company positions itself as a design-led, innovative product agency that provides wraparound services enabling customers to improve efficiency and business outcomes. The portfolio is unified under the Producto brand with the tagline 'We don't brand merchandise, we merchandise brands.'

Differentiator

Problem solved

Functional benefit

Brands

• Corporate Apparel: Custom corporate apparel and uniform design services
• Custom Merchandise
• Retail Supply
• Brand2C

Products and services

• Corporate Apparel Custom corporate apparel and uniforms designed to align with brand identity, including bespoke designs, embroidery, printing, and comprehensive e-commerce and fulfilment solutions, targeted at large corporate clients.
• Custom Merchandise Custom-branded corporate merchandise combining creativity and functionality, including eco-friendly options using recyclable and biodegradable materials, intended to elevate brand identity for enterprise clients.
• Retail Supply End-to-end retail merchandise solutions covering design, manufacturing, and distribution of high-quality retail merchandise with robust logistics and supply chain management.
• Brand2C B2C e-commerce, distribution, and consumer customer service support enabling iconic brands to create exclusive merchandise ranges with end-to-end handling capabilities.

Quantifiable outcome

• Over 50% of revenue comes from local suppliers, contributing significantly to the local economy
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Barkers (BMC Group)coreStrategic or Co-development Partner · 1 July 2023In July 2023, the Barkers wholesale division was folded into PRODUCTO and the BMC Group took a 50% stake in the PRODUCTO business. PRODUCTO now works directly from the BMC Group head office and is fully integrated into the group, working alongside the Barkers and Max teams. The partnership was driven by alignment on values and culture, enhancing Producto's culture while maintaining independence.
• LegaseaminorGTM or Marketing PartnerMarine conservation partnership supporting NZ marine environment. Producto donates a portion of sales from Legasea-branded products to raise public awareness and fund operations to restore the abundance and health of NZ's marine environment.
• I Am Hope and Gumboot FridayminorGTM or Marketing PartnerMental health initiatives supporting vulnerable children and young people in New Zealand. Producto dedicates a portion of sales from specific products to these causes, helping fund counselling services and raise awareness about mental health challenges.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Brand Addition: Global provider of promotional merchandise and branded corporate gifts with in-house design, sourcing, and fulfilment; the closest international analogue to Producto's end-to-end corporate merchandise model.
• Identity Group: UK-headquartered supplier of branded merchandise, corporate apparel, and promotional products with design, manufacture, and distribution under one roof — directly comparable to Producto's four service lines and Anglo/Australian market overlap.
• Ralawise: UK-based wholesale and corporate apparel specialist offering branded clothing, uniforms, and merchandise with decoration, warehousing, and e-commerce; mirrors Producto's corporate apparel and Brand2C offerings and competes for similar European multi-national accounts.
• BTC Activewear: UK wholesale corporate apparel and promotional clothing distributor with decoration services; closely comparable to Producto's Corporate Apparel line, particularly for enterprise accounts in the UK and Australia.

Broad incumbents

• 4imprint Group: Publicly listed US promotional products distributor with a broad catalogue of branded merchandise; significantly larger scale than Producto but benchmark for the enterprise promotional merchandise category Producto operates in.
• HALO (formerly HALO Recognition): One of the largest North American corporate recognition, awards, and branded merchandise distributors; competes for similar enterprise spend as Producto and demonstrates the scaled-services model Producto is moving toward.
• Proforma: Largest US promotional products and printing franchise network delivering branded merchandise, apparel, and marketing services to enterprise clients; serves as a reference point for Producto's enterprise-focused GTM model.
• Geiger: Family-owned US distributor of promotional products and corporate apparel with international sourcing; comparable in its multi-decade, design- and service-led positioning for enterprise clients.
• Hit Promotional Products: Large US-based promotional products supplier offering a wide catalogue of customised branded items; relevant competitor for Producto's Custom Merchandise line and supply-chain-led approach.
• SanMar: Major US apparel and accessories wholesaler serving the promotional products and corporate apparel channel; a benchmark for scale apparel distribution that Producto's corporate apparel business competes with for large apparel-buying programmes.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/producto-nz
• Facebookfacebook.com/weareproducto

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Producto