TLC Live

What TLC Live does

TLC Live is a New Zealand-headquartered B2B promotions and incentives agency founded in 2000, operating under the legal name TLC Live NZ. It sells branded merchandise (apparel, headwear, bags, drinkware, tech, golf, lifestyle), corporate gifts, uniforms, event signage, and sales-promotion campaigns to businesses in New Zealand and Australia, with extended reach into the Pacific Islands and a direct-sourcing office in Wenzhou, China. Beyond physical merchandise, the company designs and manages B2B customer loyalty programmes, employee reward platforms, channel incentive programmes, and after-sales engagement programmes, supported by a customised client-branded e-store platform for ordering and distribution.

Underlying technology consists of an e-commerce storefront backbone (the company's own product catalogue site and per-client branded e-stores) and standard apparel-decoration methods (embroidery, screen printing, pad printing, laser engraving, sublimation). No proprietary AI, data, or software IP beyond the e-store platform is disclosed. The Wenzhou office acts as a sourcing/procurement node into Chinese manufacturers, providing direct, lower-cost supply rather than resold wholesale merchandise.

The business model combines transaction-fee merchandise sales with professional-services revenue from campaign design, incentive programme management, and event execution. Pricing is quote-based, with public unit-pricing guide rails on individual SKUs (for example, Waffle Golf Towels at NZ$8.70–NZ$16.40 depending on quantity). Customers are reached through consultative direct sales, an online storefront for SMB buyers, content marketing via an Insights blog, social channels (Facebook, Instagram, LinkedIn), industry event participation, and APPA-member referrals. Marketing channels are explicitly sales-led, and the company serves both enterprise (programmatic incentive and loyalty programmes) and SMB/individual (one-off merchandise) segments under the same operational umbrella.

Name

TLC Live

Legal name

TLC Live NZ

Website

https://tlc-live.co.nz

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

TLC Live is a New Zealand B2B promotions and incentives agency that supplies branded merchandise, corporate gifts, uniforms, sales promotions, and employee/customer loyalty programmes to businesses in New Zealand and Australia, supported by direct China sourcing.

Ownership category

akta.pro rank

Product category

Promotional Products & Incentive Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro industry

PRIMARYMPAAAJAH

Trade Promotion Management & Optimization (TPM/TPO)

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Promotion & Sales Marketing (Shopper/Trade Marketing)

Keywords

• Promotional products
• Branded merchandise
• Incentive programmes
• Corporate uniforms
• Loyalty rewards

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Promotional Products and Merchandise Sales: Sale of branded merchandise including apparel, corporate gifts, uniforms, and promotional items. Products are sourced and customized with client branding.
2. Incentive and Loyalty Programme Services: Design and management of customer loyalty programmes, employee rewards platforms, channel incentive programmes, and after-sales programmes.
3. Event and Campaign Services: Planning and execution of promotional events, sales promotions, and branded experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

TLC Live is a B2B promotions and incentives agency that sources, customises, and supplies promotional products, branded merchandise, corporate uniforms, and corporate gifts for businesses in New Zealand and Australia. It also designs and manages customer loyalty, employee rewards, channel incentive, and after-sales programmes, supported by a customised client-branded e-store platform and a direct China sourcing operation. The offering combines physical product supply with consultative programme design, event execution, and in-house branding services.

Product overview

TLC Live operates as a promotions and incentives agency offering a comprehensive portfolio of products and services. The core offering consists of promotional products and branded merchandise (including apparel, headwear, bags, office supplies, tech accessories, drinkware, and lifestyle products), corporate uniforms and apparel, corporate gifts, and sales promotion solutions. Their incentive programmes include B2B customer rewards, employee rewards, channel programmes, and after-sales programmes, all supported by a customised e-store platform. The company also provides sustainable sourcing options (Source Sustainably programme), China direct sourcing services, and professional branding services. Their online product catalogue features thousands of items across Eco, Apparel, Headwear, Bags, Office, Tech, Drinkware, Home/Lifestyle, and Golf categories. TLC Live has been serving New Zealand and Australian businesses for over 23 years and holds EcoVadis Bronze certification for CSR and sustainable practices.

Differentiator

Problem solved

Functional benefit

Products and services

• Promotional Products and Branded Merchandise Branded merchandise, promotional giveaways, and sales promotion items including apparel, headwear, bags, office supplies, tech accessories, drinkware, and lifestyle products used by businesses to increase brand profile and revenue.
• Corporate Uniforms and Apparel Corporate apparel and branded uniforms for staff, including business shirts, jackets, polo shirts, t-shirts, hi-vis workwear, and sport apparel, designed to boost morale and brand representation.
• Corporate Gifts Branded corporate gifts and premium merchandise items used for client appreciation, employee recognition, and business gifting occasions.
• Events and Event Signage Event merchandise, promotional items, and signage solutions for corporate events, trade shows, conferences, and marketing activations.
• Sales Promotions Sales promotion campaigns and promotional products designed to increase brand profile and revenue through off-the-shelf or customised promotional concepts.
• B2B Customer Rewards Programme Customer loyalty and rewards programmes designed to increase customer retention and drive repeat business through tailored B2B incentive schemes.
• Employee Rewards Programme Employee engagement platforms and reward programmes designed to motivate staff, improve retention, and boost workplace productivity.
• Channel Incentive Programmes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• APPA (Australasian Promotional Products Association)coreChannel Partner/ Reseller/ DistributorTLC Live is an APPA member, participating in industry awards and networking with other promotional products professionals across Australasia.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• 4imprint: One of the largest publicly listed promotional products distributors globally, offering branded merchandise via online catalogue and direct sales — directly comparable business model to TLC Live's promotional merchandise arm.
• Gemline: US promotional products supplier offering branded merchandise, custom apparel, and recognition products with a wide SKU catalogue — directly comparable to TLC Live's branded merchandise and corporate gifts offering.
• Boundless Network: Promotional products and branded merchandise distributor with custom online company stores — directly comparable to TLC Live's combination of merchandise distribution and customised client e-store platform.
• Halo Branded Solutions: Large US-based promotional products distributor offering branded merchandise, corporate gifts, and recognition programmes — competes in the same category as TLC Live with overlapping product range and B2B customer base.
• Baudville (HALO Recognition): Provider of branded merchandise and employee recognition programmes — directly comparable to TLC Live's combined promotional products and employee rewards platform.
• PCNA (Polyconcept): Global multi-brand promotional products company offering decorated merchandise across multiple categories — comparable in scope, breadth of product range, and corporate gifting capability to TLC Live.

Regional players

• The Marketing Group: Australasian marketing services and branded merchandise provider operating in overlapping NZ/AU geography — a regional peer to TLC Live with similar promotional products focus.

Emerging players

• Brandstarter: Online platform for branded merchandise and corporate gifts with self-service ordering — an emerging digital-first competitor overlapping with TLC Live's promotional products offering.

Others

• Incentive Marketing Association (IMA): Industry body for incentive and loyalty programmes — adjacent ecosystem relevant to TLC Live's B2B customer rewards, employee rewards, and channel incentive programmes.
• APPA (Australasian Promotional Products Association): Industry association of which TLC Live is a member — adjacent ecosystem participant that defines industry standards and runs the awards TLC Live has won three consecutive years.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/tlclivenz
• LinkedInlinkedin.com/company/tlc-live-nz
• Instagraminstagram.com/tlclivenz

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 TLC Live