TRENDS

What TRENDS does

TRENDS is a family-owned, trade-only wholesale supplier of branded promotional products and corporate gifts, headquartered in Dunedin, New Zealand, and self-described as the largest supplier of its kind across Australia, New Zealand, and the Pacific Islands. Products are sold exclusively through a network of approved value-adding distributors rather than direct to end customers, with active recruiter-style channel management and selection criteria gating new distributor onboarding.

The company operates a vertically integrated manufacturing footprint anchored by a purpose-built production facility in Fairfield, Dunedin, backed by an 8000 sqm warehouse completed in 2023 and additional production facilities under development, with a Philippines office supporting offshore operations. The technology stack spans ten decoration methods under one roof, including proprietary in-house processes such as world-first Silicone Digital Print for vibrant full-colour artwork on silicone, Colourflex Transfer (a registered brand) using CMYK+W for flexible and washable apparel decoration, and Thermo Debossing producing a two-tone effect by heat reaction. Beyond decoration, the platform includes the Peros umbrella brand acquired in 2020.

Commercial model is wholesale transaction revenue from distributors in bulk, with no public pricing disclosed. Customer segments served are primarily distributor partners (business units), with end-user businesses and organisations reached indirectly. The company has held multiple APPA supplier and innovation awards through 2021-2022 and was ranked seventh in the Deloitte Fast 50 Master of Growth Index in 2019. Ownership remains concentrated among the founding Robertson family and early partners, with CEO Pat Robertson continuing family involvement, and an independent Board chaired by Paul Moodie, Senior Partner at Findex, providing governance oversight.

Name

TRENDS

Legal name

TRENDS

Website

https://tuapeka.co.nz

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

251–500 employees

Short description

TRENDS is a family-owned, trade-only wholesale supplier of branded promotional products and corporate gifts, headquartered in Dunedin, New Zealand. It operates as the largest such supplier across Australia, New Zealand, and the Pacific Islands, serving distributors through an in-house manufacturing platform with proprietary branding processes.

Ownership category

akta.pro rank

Product category

Promotional Products and Corporate Gifts

NAICS

Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Branded Merchandise & Promotional Apparel Wholesale (CRAOADAI)

Keywords

• Wholesale promotional products
• Branded corporate gifts
• Promotional merchandise supplier
• Branding decoration services
• Trade-only distributor supplier

Headquarters

HQ city

Dunedin

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale promotional products and corporate gifts: Wholesale supplier model selling branded promotional products and corporate gifts exclusively through a network of distributors across Australia, New Zealand, and Pacific Islands. Products are sold in bulk to distributors who then resell to end customers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

TRENDS is the largest wholesale supplier of branded promotional products and corporate gifts in Australia, New Zealand, and the Pacific Islands. Operating as a trade-only supplier, TRENDS sells its range exclusively through a network of value-adding distributors and offers proprietary in-house branding technologies including the world-first Silicone Digital Print, Colourflex Transfer, and Thermo Debossing processes. The company also operates the Peros umbrella brand acquired in 2020.

Product overview

TRENDS operates as a single unified product platform focused on branded promotional products and corporate gifts. The portfolio includes the core TRENDS brand (wholesale promotional products), the acquired Peros umbrella sub-brand, and an extensive suite of proprietary in-house branding solutions. The branding solutions work together as an integrated manufacturing capability within TRENDS's purpose-built production facility, enabling customers to access multiple decoration methods (Pad Print, Digital Printing, Embroidery, Laser Engraving, Silicone Digital Print, Rotary Screen Print, Colourflex® Transfer, Screen Print, Dye Sublimation, and Debossing) through a single supplier relationship. The company serves as a trade-only supplier supporting a network of distributors across Australia, New Zealand, and the Pacific Islands.

Differentiator

Problem solved

Functional benefit

Brands

• Peros: One of the largest umbrella importers and manufacturers in New Zealand, offering a comprehensive range of umbrellas throughout Australia and New Zealand. Acquired by Tuapeka in 2020.

Products and services

• TRENDS Branded Promotional Products and Corporate Gifts Wholesale range of branded promotional products and corporate gifts, sold exclusively through a network of value-adding distributors across Australia, New Zealand, and the Pacific Islands. Includes the full TRENDS product catalogue decorated using TRENDS' proprietary branding processes.
• Peros Umbrellas Peros is one of the largest umbrella importers and manufacturers in New Zealand, offering a comprehensive range of umbrellas throughout Australia and New Zealand. Distributed through TRENDS' network of value-adding distributors.

Quantifiable outcome

• 300% sales growth since moving to Dunedin
• +2 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• TuapekacoreOthers · 1 January 2020Tuapeka Gold Print was the original company name founded in 1987 by Jim and Karyl Robertson. The company name combined the gold discovery history of Tuapeka region and the gold foil printing business. Tuapeka evolved into TRENDS, reflecting the diverse range of products and services offered. Tuapeka and TRENDS operate as the same entity.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• 4imprint Group: Public UK-listed promotional products distributor (over $1B revenue) operating the trade-only model at scale in North America and Europe. Comparable in GTM motion (distributor/decorator serving end-businesses) and end-product (branded merchandise), though larger and listed.
• HALO Branded Solutions: One of the largest US promotional products distributors and decorators, providing corporate branded merchandise programs. Comparable downstream position in the value chain (branded merchandise supply), overlapping with TRENDS on product categories and end customers.
• BIC Graphic (BIC Promotional Products): Global promotional products division of BIC, supplying writing instruments and branded merchandise to distributors worldwide. Wider geographic footprint and brand portfolio, but a directly comparable function in the supply chain.

Direct peers

• SanMar Corporation: Largest US wholesale supplier of apparel and accessories for imprintable and decorated merchandise, distributing via the same trade-only model that serves decorators and distributors. Directly comparable to TRENDS in terms of being a wholesale apparel/imprintables supplier with proprietary decoration services.
• Starline USA: Supplier of custom promotional products, gifts, and branded merchandise to distributors, with in-house decoration capabilities. Comparable supply-side trade-only model and product breadth to TRENDS.
• AlphaBroder: Major US wholesale distributor of apparel, accessories, and hard goods to the promotional products industry. Comparable trade-only supplier with similar product breadth (apparel, bags, drinkware) and decorator/distributor customer base.
• PCNA (Polyconcept / Brand Addition): One of the largest global suppliers in the promotional products industry, offering decorated and branded merchandise to distributors and corporate clients through a multi-brand portfolio. Operates the same wholesale-then-decoration value chain that TRENDS uses.
• Koozie Group (formerly Norwood): US-based promotional products supplier offering wide product breadth (drinkware, bags, writing instruments, tech) to distributors and decorators. Closely mirrors TRENDS' role as a wholesale branded merchandise supplier serving a distributor network.
• National Pen (Crown Holdings): Large global supplier of custom writing instruments and promotional products, including pens — TRENDS' flagship category (12M+ pens annually). Direct competitor in the high-volume custom pen and branded merchandise wholesale channel.
• Gemline: US wholesale supplier of promotional bags, drinkware, and accessories, serving distributors and decorators. Closely comparable role, product mix, and channel strategy to TRENDS' core offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TRENDSpromoNZ
• LinkedInlinkedin.com/company/trends-promotional-products

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 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 TRENDS