Crombie & Price

What Crombie & Price does

Crombie & Price Limited is a New Zealand-based natural health and personal care product distribution company, founded in 1971 by qualified pharmacist Bevan Crombie in Oamaru. The company distributes approximately 35 international brands across five categories — natural health supplements, skincare, bath and beauty, free-from foods, and specialty/convenience foods — including Sukin, Dr. Bronner's, Bragg, Orgran, Yardley, Tabac, and 4711.

Crombie & Price serves two distinct customer segments: retailers (1,500+ outlets nationwide, including pharmacies, health shops, supermarkets, service stations, big box retail, and department stores) and brand owners (international manufacturers seeking NZ market entry). For retailers, it provides category management, category data and insights, ranging support, and a "one stop" full-category product offering with a stated target of double-digit category growth. For brand owners, it delivers end-to-end distribution services including product registration, importing, warehousing, sales and marketing, field execution, market launches, and retail display setup, enabling brand owners to focus on product and brand development while Crombie & Price handles everything beyond the factory door.

The business operates its own warehouse and importing facility with capacity to process up to 10,000 packages per month, providing end-to-end supply chain control. The company is family-owned and currently led by John Crombie (founder's youngest son) as Managing Director; it is a private limited company headquartered in Oamaru with a support office in Auckland, and claims to be NZ's largest supplier of natural health products. Revenue is not publicly disclosed.

Name

Crombie & Price

Legal name

Crombie & Price Limited

Website

https://crombie-price.co.nz

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Crombie & Price is a New Zealand family-owned distributor of natural health, skincare, bath & beauty, free-from, and specialty food brands, serving over 1,500 retailers nationwide and providing end-to-end market entry and distribution services to international brand owners through its own warehouse and importing facility.

Ownership category

akta.pro rank

Product category

Natural Health Product Distribution

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Nonfood Grocery & HBC Wholesale (Paper, Cleaning, Personal Care) (AFAIABAL)

Keywords

• Natural health distribution
• Skincare product distribution
• Free-from foods distribution
• Bath and beauty wholesale
• Pharmacy category management

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Product Distribution: Crombie & Price operates as a distributor of natural health products, skincare, bath & beauty, free-from foods, and specialty & convenience foods. The company enables brand owners to concentrate on their core focus while handling everything beyond the factory door including market launches, sales, marketing, warehousing, and distribution.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels2 records

Core offering

Crombie & Price distributes a portfolio of third-party natural health, skincare, bath and beauty, free-from foods, and specialty and convenience food brands to more than 1,500 retailers across New Zealand. The company pairs this distribution with retailer-facing category management, data and insights, and brand-owner-facing services including product registration, importing, inventory management, sales, marketing, and merchandising. An owned Oamaru-based headquarters and Auckland support office, together with an in-house warehouse and importing operation, enable end-to-end supply chain control.

Product overview

Crombie & Price is a natural health product distribution company offering a portfolio of distributed branded products across five main categories: Health (supplements like YES, BonVit, Amazing Oils, Cabot's), Skincare (Sukin, DR's ORANGE, Fruit Works, Alba Botanica, Dirty Works), Bath & Beauty (Lee Stafford, Yardley, Tabac, 4711, Dr. Bronner's, Bath Tox, Aroma Ganics, Genyve, La Fes, Lulu & Grace), Free-From Foods (Orgran, Brookfarm, Spillts, Pasta Roma, Eskal, Ozganic, Zero), and Specialty & Convenience Foods (Planet Organic, The Ginger People, Sweet Williams, Leda, Health Guru, Gevity, Bragg). The company operates as a distributor providing sales, marketing, warehousing, and logistics services to retailers and brand owners in New Zealand, rather than as a unified software product or platform.

Differentiator

Problem solved

Functional benefit

Products and services

• YES Natural Supplements Health supplement brand distributed by Crombie & Price to New Zealand pharmacies, health shops, and supermarkets.
• BonVit Health supplement brand distributed by Crombie & Price to New Zealand pharmacies and health shops.
• Amazing Oils Health product brand distributed by Crombie & Price across New Zealand retailers.
• Cabot's Health supplement brand distributed by Crombie & Price to New Zealand retailers.
• Sukin Natural skincare brand distributed by Crombie & Price to New Zealand pharmacies, health shops, and supermarkets.
• DR's ORANGE (DRO) Skincare brand distributed by Crombie & Price to New Zealand retailers.
• Fruit Works Skincare brand distributed by Crombie & Price across New Zealand retailers.
• Alba Botanica Natural skincare and beauty brand distributed by Crombie & Price to New Zealand retailers.
• Dirty Works Skincare brand distributed by Crombie & Price to New Zealand retailers.
• Yardley Traditional bath and beauty brand distributed by Crombie & Price to New Zealand retailers.
• 4711 Traditional cologne and fragrance brand distributed by Crombie & Price to New Zealand retailers.
• Dr. Bronner's Natural soap and body care brand distributed by Crombie & Price to New Zealand retailers.
• Orgran Free-from food brand specializing in gluten-free and allergy-friendly products, distributed by Crombie & Price to New Zealand supermarkets and health shops.
• Brookfarm Free-from food brand producing granola and healthy snacks, distributed by Crombie & Price to New Zealand retailers.
• Pasta Roma Free-from pasta brand distributed by Crombie & Price to New Zealand retailers.
• Bragg Health food brand known for apple cider vinegar products, distributed by Crombie & Price to New Zealand retailers.
• Planet Organic Specialty organic food brand distributed by Crombie & Price to New Zealand retailers.
• The Ginger People Specialty food brand featuring ginger-based products, distributed by Crombie & Price to New Zealand retailers.
• Natural Health Distribution and Category Management Services Comprehensive distribution and category management service offering retailers a 'one stop' full natural health category solution with category management, category data and insights, and field-based account management across more than 1,500 New Zealand retailers.
• Brand Owner Importing and Market Entry Services End-to-end New Zealand market entry support for international brand owners covering product registration, importing, warehousing, inventory management, field execution, sales, marketing, market launches, and retail displays.

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

Eight partnerships are on record, tiered core.

• Yes Natural SupplementscoreChannel Partner/ Reseller/ DistributorHealth supplement brand distributed by Crombie & Price in New Zealand.
• BonVitcoreChannel Partner/ Reseller/ DistributorHealth supplement brand distributed by Crombie & Price in New Zealand.
• Amazing OilscoreChannel Partner/ Reseller/ DistributorHealth supplement brand distributed by Crombie & Price in New Zealand.
• Cabot'scoreChannel Partner/ Reseller/ DistributorHealth supplement brand distributed by Crombie & Price in New Zealand.
• SukincoreChannel Partner/ Reseller/ DistributorSkincare brand distributed by Crombie & Price in New Zealand.
• DR. Bronner'scoreChannel Partner/ Reseller/ DistributorBath & beauty/more products brand distributed by Crombie & Price in New Zealand.
• OrgrancoreChannel Partner/ Reseller/ DistributorFree-from foods brand distributed by Crombie & Price in New Zealand.
• BraggcoreChannel Partner/ Reseller/ DistributorSpecialty foods brand distributed by Crombie & Price in New Zealand.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Blackmores Group: Leading Australasian natural health brand owner with in-house distribution to pharmacy and grocery. Comparable as a player across the same category, but owns brands rather than purely distributing third-party labels.
• Chemist Warehouse: Largest Australasian discount pharmacy retailer operating in both NZ and Australia. Comparable as a high-velocity natural health and beauty retailer and a customer/competitor for distribution into the pharmacy channel.

Direct peers

• EBOS Group: Largest Australasian distributor of healthcare, animal care, and specialty consumer products. Directly comparable as a healthcare/consumer-products distributor serving pharmacies and retailers across NZ and Australia, but operating at far greater scale.
• Vitaco Holdings: Australia/NZ health, wellness and sports nutrition manufacturer and distributor (Musashi, Nutra-Life, Healtheries). Comparable as a Trans-Tasman natural health products platform combining brand ownership and distribution across pharmacy and grocery channels.
• Health 2000: NZ health and natural products retailer/franchisor. Comparable as an NZ natural health category specialist, but vertically integrated into retail rather than pure wholesale distribution.
• PharmaCare Laboratories: Australia/NZ marketer and distributor of natural health, personal care and over-the-counter brands. Comparable portfolio breadth across supplements, skincare and beauty distributed via pharmacy and grocery channels.

Regional players

• Probiotec: Australian contract manufacturer and distributor of pharmaceutical, health and personal care products. Comparable distribution and product categories, but primarily Australian with limited NZ presence.
• Australian Pharmaceutical Industries (API): Major Australian pharmacy and health/beauty products distributor (now part of Wesfarmers Health). Comparable distribution model serving pharmacy and retail customers, but primarily Australian with no domestic NZ footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/crombieandprice

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 Crombie & Price