Number One Shoes
Number One Shoes is a New Zealand-based discount footwear retailer operating the unified 'Number One Shoes + Hannahs' brand, selling womens, mens, and kids footwear through a national network of physical stores and an e-commerce site targeting value-conscious Kiwi families.
- Company typePrivate
- Founded1983
- HeadquartersAuckland, New Zealand
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Number One Shoes does
Number One Shoes is a New Zealand-based specialist discount footwear retailer founded in 1983 and headquartered in Auckland. The company sells womens, mens, and kids footwear through a network of physical retail stores across New Zealand and an e-commerce storefront operating under the unified brand 'Number One Shoes + Hannahs', indicating a prior merger or brand consolidation of two legacy NZ footwear chains. The product portfolio is organized into three primary categories — Women's, Men's, and Kids' — plus a dedicated Sale section, positioning the business in the value-tier of the New Zealand footwear market.
The business model is direct-to-consumer retail, generating revenue through one-time footwear transactions both in-store and online. Pricing is promotional and transactional rather than subscription-based, featuring mechanics such as a '2nd Pair 50% Off' offer, a 20%-off newsletter acquisition incentive, and a gift card program. The e-commerce platform supports multiple payment options including Visa, Mastercard, American Express, Q Card, Afterpay, Zip, and Apple Pay, processed via the Windcave payment gateway, indicating a deliberate strategy to lower checkout friction in a discount-conscious segment. Customer support is delivered through a Zendesk-powered help center.
Distribution is omnichannel but domestic-only, limited to the New Zealand market with no disclosed international operations. Marketing is concentrated in email/newsletter acquisition and organic social media presence. The company has a community partnership with the I AM HOPE mental health organization, and a 'Bulk Buying & Partnerships' page suggests limited B2B/wholesale activity. No proprietary technology, AI/ML capabilities, patents, certifications, funding rounds, or management team information are publicly disclosed.
Number One Shoes firmographics
Firmographics- Name
- Number One Shoes
- Website
- https://numberoneshoes.co.nz
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Number One Shoes is a New Zealand-based discount footwear retailer operating the unified 'Number One Shoes + Hannahs' brand, selling womens, mens, and kids footwear through a national network of physical stores and an e-commerce site targeting value-conscious Kiwi families.
- Ownership category
- akta.pro rank
Number One Shoes industry classification
Industry- Product category
- Discount Footwear Retail
- NAICS
- Shoe Retailers (458210)
- SIC
- Retail-Shoe Stores (5661)
- akta.pro primary industry
- Footwear Outlet & Off-Price Retail (CRAAADAI)
- akta.pro secondary industry
- Off-Price Footwear Retailers (CRAEABAC)
Keywords
Where Number One Shoes is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Number One Shoes business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Retail Footwear Sales: Revenue is generated through the sale of footwear products across womens, mens, and kids categories. The company also operates a sale section for discounted merchandise.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Number One Shoes product offering
Product offeringCore offering
Number One Shoes is a New Zealand-based specialist discount footwear retailer operating under the combined brand "Number One Shoes + Hannahs." The company sells women's, men's, and children's footwear through a network of physical retail stores across New Zealand and a direct e-commerce website. It offers promotional pricing such as "2nd Pair 50% Off," a sale section for discounted merchandise, and multiple payment options including buy-now-pay-later services (Afterpay, Zip).
Product overview
Number One Shoes + Hannahs is a combined retail footwear brand offering a unified product portfolio across three core categories: Women's, Men's, and Kids' footwear. The company also operates a Sale section for discounted and promotional items. The brand represents a merger between Number One Shoes and Hannahs retail chains, offering footwear for the whole family across New Zealand retail stores and online.
Differentiator
Problem solved
Functional benefit
Products and services
- Womens Footwear Footwear category offering shoes for women across casual, formal, and athletic styles, available in physical retail stores and online.
- Mens Footwear Footwear category offering shoes for men across casual, formal, and athletic styles, available in physical retail stores and online.
- Kids Footwear Footwear category offering shoes for children across various age groups, including casual and athletic styles, available in physical retail stores and online.
- Sale Footwear Discounted and promotional footwear across womens, mens, and kids categories offered at reduced prices.
- Gift Cards Store-branded gift cards available for purchase, usable across the Number One Shoes + Hannahs retail network.
Companies that use Number One Shoes
Customer profileSegments3 records
Ideal customer profiles1 record
Number One Shoes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Number One Shoes partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- I AM HOPEminorNumber One Shoes has a partnership with I AM HOPE organization, indicated under their About section as a brand partnership. Details of the partnership scope are not fully disclosed.
Recent moves4 records
Expansion highlights4 records
Number One Shoes competitors and assessment
Company assessmentRegional players
- The Athlete's Foot: The Athlete's Foot is a multi-brand athletic and casual footwear retailer active in Australia and NZ. It competes for branded sneaker share and shares the multi-brand specialty footwear model that Number One Shoes operates.
- Platypus Shoes: Platypus Shoes is an Australia-anchored specialty footwear chain with branded sneaker and casual assortment. It is comparable in customer segment and product mix and operates in the broader trans-Tasman footwear retail market relevant to NZ shoppers.
- Briscoes: Briscoes is an NZ homewares-focused retailer that, like Number One Shoes, relies on promotional cycles and an active store network. It is a useful reference for NZ promotional specialty retail performance rather than a direct footwear competitor.
Broad incumbents
- The Warehouse: The Warehouse is NZ's largest discount general merchandise retailer, including a value footwear range. It competes with Number One Shoes on price-conscious family footwear purchases and is a key alternative for budget shoppers.
- Farmers (Farmers Trading Company): Farmers is an NZ department store chain carrying footwear among broader categories. It competes for family footwear share via promotions and is comparable in omnichannel positioning within the NZ market.
- Skechers: Skechers is a global branded footwear company that sells through its own retail stores, factory outlets, and third-party retailers like Number One Shoes. It is a key brand partner and competitor, and its outlet and D2C strategy directly affects Number One Shoes' value assortment.
- Kmart New Zealand: Kmart NZ sells value-priced family apparel and footwear through large-format stores. It is a direct competitor on basic family footwear and amplifies promotional pressure in the discount footwear segment.
Others
- Hush Puppies: Hush Puppies is a global casual and comfort footwear brand commonly stocked by value footwear retailers. It is a representative of the branded casual assortment that Number One Shoes competes on, particularly in the women's and men's comfort categories.
- Noel Leeming: Noel Leeming is a major NZ specialty retailer with a strong store network, comparable omnichannel infrastructure, and similar reliance on BNPL payment partners. While not a direct footwear peer, it is a relevant benchmark for NZ specialty retail execution and digital maturity.
Direct peers
- Hannahs: Hannahs is the sister brand now operating jointly with Number One Shoes under the combined 'Number One Shoes + Hannahs' storefront, selling footwear and family apparel in NZ. As the most directly comparable peer, it shares the same discount family-oriented positioning and omnichannel model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Number One Shoes social profiles
Digital presenceNumber One Shoes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Number One Shoes leadership team
Management profileNumber of profiles
Number One Shoes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Number One Shoes M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Number One Shoes
What does Number One Shoes do?
Number One Shoes is a New Zealand-based specialist discount footwear retailer operating under the combined brand "Number One Shoes + Hannahs." The company sells women's, men's, and children's footwear through a network of physical retail stores across New Zealand and a direct e-commerce website. It offers promotional pricing such as "2nd Pair 50% Off," a sale section for discounted merchandise, and multiple payment options including buy-now-pay-later services (Afterpay, Zip).
Is Number One Shoes a public or private company?
Number One Shoes is a private company. It is classified as unknown and is currently operating.
When was Number One Shoes founded?
Number One Shoes was founded in 1983. It employs 501 to 1,000 people.
Where is Number One Shoes based?
Number One Shoes is headquartered in Auckland, New Zealand, in the Oceania region.
How does Number One Shoes make money?
One revenue line is on record: retail Footwear Sales.
Who are Number One Shoes's main competitors?
Regional players on record are The Athlete's Foot, Platypus Shoes and Briscoes. Broad incumbents are The Warehouse, Farmers (Farmers Trading Company), Skechers and Kmart New Zealand. Others are Hush Puppies and Noel Leeming. Hannahs is listed as a direct peer.
Does Number One Shoes have an API?
No public API is recorded for Number One Shoes.
What industry is Number One Shoes in?
Number One Shoes's product category is Discount Footwear Retail. Its primary akta.pro industry code is CRAAADAI, Footwear Outlet & Off-Price Retail, with a secondary code of CRAEABAC, Off-Price Footwear Retailers. Its NAICS code is 458210 and its SIC code is 5661.