Home Group Services Limited

What Home Group Services Limited does

Home Group Services Limited (HGS) is the New Zealand-domiciled support entity behind the 100% Home cooperative retail group, headquartered at Level 2, 12 Walls Road, Penrose, Auckland. The company operates and maintains the national e-commerce platform (100percent.co.nz) on behalf of 44 independently owned and operated member stores distributed across New Zealand, from large cities to small towns, with some stores having operated for over 75 years and several now in third-generation family ownership. Each store is independently owned but operates under the shared 100% Home brand, benefiting from collective buying power, shared marketing initiatives, and a unified online channel.

The product portfolio spans kitchen appliances (fridges, ovens, cooktops, dishwashers, rangehoods, microwaves), laundry appliances, small appliances (coffee machines, air fryers, food processors), personal care, living/bedding (heat pumps, vacuums, BBQs), TV and audio, tech/smart home devices, and the exclusive SleepMaker bed range manufactured domestically. Revenue is generated primarily through retail hardware sales via member stores and the e-commerce site, supplemented by finance partnership revenue share with Q Card, Q Mastercard, GEM VISA, and Latitude Financial Services. Pricing is per-unit, with individual stores retaining discretion on in-store pricing, online prices displayed in NZD inclusive of GST, and a 5% AA Member discount available online.

The go-to-market model is direct-to-consumer through both physical retail and e-commerce, supported by content marketing (buying guides, blog), organic SEO across an extensive product catalogue, email marketing, and the AA New Zealand referral partnership. Distribution includes nationwide delivery and Click & Collect at any member store within 24–48 hours. The company has no disclosed AI or proprietary technology layer, no disclosed headcount, no parent company, no funding rounds, and no disclosed revenue. It is privately held under CEO Craig Robertson and recognised through 11 consecutive Consumer People's Choice Awards and four consecutive Canstar Blue Most Satisfied Customers awards (through 2024).

Name

Home Group Services Limited

Legal name

Home Group Services Limited

Website

https://100percent.co.nz

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Home Group Services Limited operates the 100% Home cooperative of 44 locally owned New Zealand appliance stores and the 100percent.co.nz national e-commerce platform, selling home appliances, consumer electronics, and the exclusive SleepMaker bed range to NZ consumer households.

Ownership category

akta.pro rank

Product category

Home Appliance Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Home Furnishings Retailers (44912), Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

General Home Improvement & Hardware Stores (CRAIADAA)

Keywords

• Home appliances retail
• Consumer electronics store
• Whiteware retailer
• Cooperative retail group
• Home goods stores

Headquarters

HQ city

Penrose, Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales of Home Appliances: 100% Home generates revenue through the sale of home appliances and electronics via its network of 44 independently owned and operated retail stores across New Zealand, and through its national e-commerce website (100percent.co.nz). Each store is independently owned but operates under the 100% Home cooperative brand and group buying framework.
2. Finance Partnership Revenue Share: 100% Home participates in finance programs with Q Card, Q Mastercard, GEM VISA, and Latitude Financial Services, offering customers installment and interest-free payment options. Stores earn revenue through these financing arrangements, with the choice of finance company at each store's discretion.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Home Group Services Limited operates the 100% Home brand, a nationwide New Zealand cooperative of 44 locally owned home appliance and consumer electronics retail stores, supported by a national e-commerce platform (100percent.co.nz). The cooperative sells kitchen, laundry, small appliances, TV/audio, smart home tech, personal care, heating/cooling, and an exclusive SleepMaker bedding range manufactured in New Zealand, financed via partnerships with Q Card, Q Mastercard, GEM VISA, and Latitude Financial Services.

Product overview

100% Home is a nationwide network of 44 locally owned home appliance stores in New Zealand, operated by Home Group Services Limited. The business operates as a cooperative retail group offering a comprehensive portfolio of home appliances and consumer electronics. The product portfolio spans major appliance categories including kitchen appliances (refrigerators, freezers, ovens, cooktops, rangehoods, microwaves, dishwashers), small appliances (coffee machines, food processors, cooking appliances), laundry (washing machines, dryers, irons), personal care, living/bedding products (heat pumps, air conditioning, vacuums), TV & audio (televisions, headphones, sound systems), tech products (smart home devices, tablets, networking), and an exclusive SleepMaker bed range manufactured in New Zealand. The stores are independently owned but share online infrastructure and collective buying power through the HGS group.

Differentiator

Problem solved

Functional benefit

Products and services

• Kitchen Appliances Full range of kitchen appliances including fridges, freezers, ovens, cooktops, rangehoods, microwaves, and dishwashers from brands such as Fisher & Paykel, Haier, Bosch, Samsung, LG, Electrolux, Beko, Westinghouse, Mitsubishi Electric, and Miele, sold to New Zealand consumers through 100% Home stores and 100percent.co.nz.
• Small Appliances Compact kitchen and household appliances including coffee machines, kettles, blenders, food processors, mixers, air fryers, toasters, slow cookers, rice cookers, bread makers, sandwich makers, and sewing machines sold to New Zealand consumers.
• Laundry Appliances Washing machines (front load and top load), dryers (vented, heat pump, condenser), irons, steam stations, garment steamers, and laundry tubs from major brands sold to New Zealand households.
• Personal Care Products Haircare appliances (clippers, hair dryers, stylers, hair removal), grooming products (trimmers, shavers), and health and wellbeing items including beauty products, foot spas, oral care, massagers, and well-being accessories for individual New Zealand consumers.
• Living & Home Products Heat pumps, air conditioners, fans, air purifiers, dehumidifiers, heaters, electric blankets, vacuums (stick, robotic, barrel, wet & dry), steam cleaners, BBQs, garden care equipment, plumbing products, and batteries for New Zealand households.
• TV & Audio Televisions ranging from 10-39 inch to 80+ inch including OLED and 4K UHD options, sound systems, soundbars, headphones (in-ear, over-ear, noise cancelling), portable audio (Bluetooth speakers, radios, CD players), turntables, speakers, and media players (Blu-ray, streaming devices) sold to New Zealand consumers.
• Tech & Smart Home Products Smart home devices (bulbs, lights, security cameras, doorbells, locks, switches, plugs), tablets, networking equipment, printers, storage (SD cards, USB), mobile phones, tech accessories (cases, keyboards, mice, cables, chargers), and toys & games sold to New Zealand consumers.
• SleepMaker Beds & Bedding (Exclusive) SleepMaker bed range exclusive to 100% Home and manufactured in New Zealand, including beds by size (single to California king), mattresses, and Manchester products (pillows, protectors, sheets, pillow cases), plus bunks and trundle beds, available at most 100% Home stores.

Quantifiable outcome

• Consumer People's Choice Award — 11 consecutive years
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• AA New ZealandcoreGTM or Marketing Partner100% Home has a national partnership with AA New Zealand, one of New Zealand's most recognised organisations. AA Members receive a 5% discount on products listed on the 100% Home website (with some exclusions including chartered agency brands, Miele whiteware, DCS BBQs, Gaggenau appliances, and delivery/installation services). The discount is available both in-store (excluding 100% Herkt Appliances Blenheim) and online when a valid AA Membership card or number is provided.
• Q Card / Q MastercardcoreGTM or Marketing Partner100% Home partners with Q Card and Q Mastercard to offer customers finance options including 12 months no payments and no interest on Long Term Finance for purchases of $499 and over (in-store only). Q Mastercard also offers a minimum of 3 months zero interest on all purchases. These finance partnerships enable customers to spread payments over 3 to 36 months.
• GEM VISAminorGTM or Marketing Partner100% Home offers GEM VISA as a finance option, providing 0% interest for 6 months on general purchases of $250 or more when selected in the Latitude App within 30 days of purchase. GEM Visa also provides access to a range of interest-free offers and longer payment plans.
• Latitude Financial ServicesminorGTM or Marketing PartnerLatitude Financial Services provides the GEM VISA and GEM CreditLine financing products used by 100% Home stores. The company also manages the Latitude App through which customers can select promotional finance offers. The choice of finance company is at each store's sole discretion.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PB Tech: PB Tech is NZ's largest specialist computing, electronics, and appliance retailer with a strong e-commerce platform. It competes with 100% Home particularly in TV, audio, tech, and small appliance categories, often at more aggressive price points.
• Harvey Norman: Harvey Norman operates franchisee-style stores across NZ selling appliances, electronics, and home furnishings. It is the closest structural analogue to 100% Home's locally-owned cooperative model and competes head-to-head in major appliance categories.
• Smiths City: Smiths City is a long-established NZ appliance, electronics, and bedding retailer with stores in the South Island and lower North Island. Direct competitor to 100% Home in major appliance retail, including bedding categories.
• Noel Leeming: Noel Leeming is one of New Zealand's largest electronics and appliance retail chains, directly competing with 100% Home across kitchen, laundry, small appliances, and consumer electronics. Both serve NZ consumers nationwide through a mix of physical stores and e-commerce, with comparable brand assortments.

Regional players

• Briscoes (Briscoe Group): Briscoe Group operates Briscoes and Rebel Sport in NZ. Briscoes sells homeware, kitchenware, and some small appliances, overlapping with 100% Home's smaller categories rather than major whiteware.

Broad incumbents

• The Warehouse: The Warehouse is NZ's largest general merchandise retailer offering appliances, electronics, and home goods as part of a broader discount retail portfolio. It competes with 100% Home on price across multiple categories but is not a specialist appliance retailer.
• JB Hi-Fi: JB Hi-Fi is a large Australasian consumer electronics retailer expanding into home appliances. It competes with 100% Home in TV, audio, and small appliances, primarily through price-led positioning.

Emerging players

• AppliancesOnline: AppliancesOnline is an online-focused appliance retailer operating in Australia and NZ. It is a pure-play digital competitor that pressures incumbent appliance retailers like 100% Home on price transparency and delivery convenience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/home-group-services-limited

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 Home Group Services Limited