Free For All

What Free For All does

Free For All is a New Zealand-based social enterprise founded in 2016 by Dee Glentworth that operates a free community redistribution platform aimed at keeping reusable household items out of landfill. Users register on the freeforall.co.nz website (with Facebook login available as an authentication option), list unwanted household items such as furniture, clothing, and toys, and other community members browse by region and district — currently spanning 18 regions including Auckland, Wellington, Canterbury, Waikato, and Otago — then reserve items for collection. The platform is not charity-gated: Free For All explicitly does not require financial information from users, and participation is open to any New Zealander.

The company runs a dual online-and-physical model. Alongside the web marketplace, Free For All operates a physical sharing store at 15 Te Puni St, Petone (open Wednesday to Sunday, with entry fees of NZ$10 adults, NZ$5 children aged 2–11, and free under 2) and a drop-off warehouse at 18 Armidale St, Petone for donated items. The website is built and maintained by partner Putti, and the broader ecosystem is supported by partners including Waste Management NZ, Connect Wellington, TAINZ, and Team YIP.

Free For All's revenue mechanics are limited: the online service is free for both sharers and re-homers, and the physical store monetizes only through small entry fees. Operating and development costs are covered through donations solicited via help-free-for-all.raisely.com and community fundraising, framing the organization as a donation-funded social enterprise rather than a commercial venture. No revenue, headcount, funding round, or M&A data are publicly disclosed.

Name

Free For All

Legal name

Free For All

Website

https://freeforall.co.nz

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Free For All is a New Zealand social enterprise founded in 2016 that runs a free online marketplace and a physical Petone store enabling community members to share and rehome household items, keeping usable goods out of landfill.

Ownership category

akta.pro rank

Headquarters

HQ city

Lower Hutt

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Donations and Funding: Free For All seeks funding and donations to cover running and development costs. The organization is funded through donations from supporters who want to financially support the social enterprise.
2. Physical Store Entry Fees: Revenue from physical store entry fees: $10 for adults, $5 for children aged 2-11 years, free for children under 2 years. The store at 15 Te Puni St Petone is open Wednesday to Sunday.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Free For All operates a community-led sharing platform that lets New Zealanders list unwanted household items online and reserve items for free across multiple regions, keeping usable goods out of landfill. In addition to the online marketplace, it runs a physical sharing store in Petone, Wellington, where visitors pay a small entry fee ($10 adults, $5 children aged 2-11) to take as many items as they want or need.

Product overview

Free For All operates as a dual-channel sharing platform consisting of an online marketplace (freeforall.co.nz) and a physical retail store in Petone, Wellington. The online platform enables users to list unwanted household items for free and allows others to reserve items, facilitating community redistribution to prevent landfill waste. The physical store at 15 Te Puni St Petone (open Wed-Sunday) provides a walk-in sharing space where visitors can take items for a modest entry fee, complementing the online community exchange.

Differentiator

Problem solved

Functional benefit

Products and services

• Free For All Online Sharing Platform An online marketplace platform enabling users to list, browse, and reserve unwanted household items for free across multiple New Zealand regions. Users register, browse items by category and region, reserve items, and communicate with sharers via a comment system.
• Free For All Physical Sharing Store A physical sharing store located at 15 Te Puni St Petone, Wellington, open Wednesday to Sunday, where community members can browse and take household items for a small entry fee ($10 adults, $5 children aged 2-11, free for under 2 years). The store operates alongside a separate drop-off address at 18 Armidale St Petone for accepting donated items.

Quantifiable outcome

• Up to 75% of New Zealand landfill consists of usable items that could be redistributed

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• PutticoreTechnology or IntegrationPutti developed the Free For All website platform. The company is credited as the developer of the website and appears on the footer of the site as the technology development partner.
• Waste ManagementminorStrategic or Co-development PartnerWaste Management is a partner supporting Free For All's mission to reduce waste going to landfill.
• Team YIPminorStrategic or Co-development PartnerTeam YIP is a partner of Free For All, supporting the social enterprise's community initiatives.
• Connect WellingtonminorStrategic or Co-development PartnerConnect Wellington is a partner supporting Free For All's Wellington-area operations and community outreach.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• OfferUp: US mobile-first local marketplace for buying, selling, and giving away items. Broader incumbent in the local peer-to-peer marketplace category, though operating only in North America rather than New Zealand.
• Facebook Marketplace: Meta's mass-market local listings platform with built-in social graph and large NZ user base. Broad incumbent that competes for the same listing and discovery attention, but does not specialise in free reuse or waste diversion.

Direct peers

• Olio: UK-based sharing app enabling neighbours to share surplus food and household items for free. Direct peer on the sharing-economy/mission-driven reuse platform model, though Olio has more developed mobile-first tooling.
• Gumtree: Classifieds platform with local-by-region browsing for free and paid listings. Comparable marketplace mechanics to Free For All's region/district browsing and reservation flow, with broader category and pricing scope.
• Trade Me: New Zealand's largest online marketplace with category-by-region browsing, listings, and reserve functionality. The closest direct NZ marketplace competitor with overlapping user base, listing workflow, and geographic reach.
• Freecycle: Global nonprofit freecycling network where members give and receive free household items locally. Closest direct peer to Free For All's online giving model, operating in 90+ countries on the same mission of keeping usable goods out of landfill.
• Salvation Army Family Stores: New Zealand op-shop chain that accepts donated household goods and resells them through physical stores. Direct competitor for donated-item supply and rehomeer customers, though their model is charity-priced resale rather than free giving.
• Habitat for Humanity ReStores: Reuse retail home-improvement stores operated by Habitat for Humanity, selling donated furniture and household items to fund housing programmes. Direct peer on the donated-goods-to-reuse-retail model with aligned social mission.

Emerging players

• Nextdoor: Neighbourhood-based social platform increasingly adding local listings and free-stuff features. Emerging adjacent player whose hyperlocal community framing could overlap with Free For All's region/district browsing model.

Others

• EnviroWaste NZ: Major New Zealand waste management company operating transfer stations, collection, and recycling services. Adjacent ecosystem participant whose infrastructure and corporate relationships are complementary to Free For All's reuse mission rather than directly competitive.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/www.freeforall.co.nz

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 Free For All