What BMV International Ltd does

BMV International Ltd operates "The Catalogue" (thecatalogue.co.nz), a New Zealand-based multi-brand distributor of corporate apparel, promotional merchandise, bags, and lifestyle products. The business is run by a small team of 12 employees and presents itself as a one-stop catalog destination for branded apparel, workwear, and promotional goods targeting corporate buyers, while also serving retail consumers through direct online purchases. Geographic scope is limited to the New Zealand domestic market.

The product portfolio spans nine disclosed sub-brands covering casual apparel (smpli), corporate uniforms (Barkers Corporate), industrial workwear (Ion Grit), performance gear (Dri-Gear), promotional merchandise (The Range), lifestyle items (Gear for Life), eco-friendly products (Eco Gear), a wool-based outerwear line (Wool Naturally), and a bulk-ordering service (Indent Solutions). The underlying technology is a standard WordPress-based e-commerce catalog with product categories, brand pages, shopping cart, and checkout functionality; no proprietary platform, public API, SDK, or AI capability is disclosed. The offering is a multi-brand catalog distribution model rather than a unified software platform, and no patents, certifications, partnerships, or social media presence are documented.

The business model operates two distribution channels: B2B/wholesale through Indent Solutions for quote-based bulk orders targeting enterprise and corporate clients, and B2C direct-to-consumer retail through the online store. Pricing is not publicly listed; corporate orders are configured via a "My Quote" functionality. Three customer segments are served: corporate/business customers (primary, including uniforms, promotional merchandise, and gifts), the trade/agricultural sector (workwear), and retail consumers (lifestyle and leisure products). No funding history, public financials, ownership structure, or management team are disclosed in the source material.

Name

BMV International Ltd

Legal name

The Catalogue

Website

https://essentialsapparel.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

BMV International Ltd, operating as "The Catalogue," is a New Zealand-based multi-brand distributor of corporate apparel, promotional merchandise, bags, and lifestyle products serving business customers and retail consumers through its e-commerce platform and Indent Solutions bulk ordering service.

Ownership category

akta.pro rank

Product category

Corporate Apparel & Promotional Merchandise Distribution

NAICS

Clothing and Clothing Accessories Merchant Wholesalers (424350), Clothing and Clothing Accessories Retailers (45811)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Branded Merchandise & Promotional Apparel Wholesale (CRAOADAI)

akta.pro secondary industries

Workwear, Uniforms & Corporate Apparel Wholesale (CRAOADAF), Handbags, Luggage & Travel Goods Wholesale (CRAOADAD)

Keywords

• Corporate apparel
• Promotional merchandise
• Branded workwear
• Promotional products distribution
• Lifestyle accessories

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Distribution channels2 records

Marketing channels2 records

Core offering

BMV International Ltd, trading as The Catalogue, distributes branded corporate apparel, workwear, bags, and lifestyle/promotional merchandise across multiple sub-brands (smpli, Barkers Corporate, Ion Grit, The Range, Gear for Life, Eco Gear, Wool Naturally) through a New Zealand-focused e-commerce platform. It also offers Indent Solutions, a dedicated bulk and custom sourcing service for corporate customers needing apparel, bags, lifestyle gifts, and specialty tools.

Product overview

The Catalogue is a New Zealand-based promotional products and corporate merchandise distributor offering an extensive portfolio of apparel, bags, and lifestyle products. The portfolio includes sub-brands smpli (casual apparel), Barkers Corporate (professional attire), Ion Grit (workwear), and The Range (promotional merchandise). Products span outerwear, woven shirts, polos, tees, bags (luggage, backpacks, sports bags, coolers), and lifestyle items (drinkware, game sets, entertainment). The company also offers Indent Solutions for bulk corporate orders. The offering is a multi-brand catalog distribution model rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Brands

• smpli: Apparel sub-brand offering jackets, vests, hoodies, shirts, polos, and bags.
• Barkers Corporate
• Ion Grit
• Dri-Gear
• The Range
• Gear for Life
• Eco Gear
• Wool Naturally
• Indent Solutions

Products and services

• smpli
• Barkers Corporate Corporate-focused apparel collection including polos, shirts, and wool products for professional settings.
• Ion Grit Workwear and industrial-style apparel line designed for durability and performance.
• The Range Promotional products range including office supplies, technology accessories, writing instruments, drinkware, bags, and health items.
• Outerwear Collection Jackets, vests, fleeces, and pullovers designed for outdoor and work environments.
• Bags Collection Diverse bag range including premium luggage, messengers, brief bags, wheeled travel bags, sports bags, backpacks, and coolers.
• Lifestyle & Leisure Recreational and lifestyle products including backyard game sets, entertainment items, and drinkware.
• Indent Solutions Bulk ordering solutions for apparel, bags, lifestyle gifts, and specialty tools for corporate clients.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• Workwear Group: Workwear Group is one of Australia's largest corporate uniform and workwear providers, offering end-to-end managed uniform programs across multiple industry verticals. Comparable to The Catalogue's Ion Grit workwear and corporate uniform offerings but operates at significantly larger scale with managed-program contracts.

Direct peers

• Aussie Pacific: Aussie Pacific is an Australian wholesaler of corporate and promotional apparel (polos, tees, jackets, vests) targeting uniform suppliers and promotional merchandise distributors. Comparable to The Catalogue as a trans-Tasman B2B apparel wholesaler serving the corporate and uniform trade.
• Bullet: Bullet is an Australia-based promotional products brand and wholesaler specializing in drinkware, bags, tech accessories, and writing instruments. Directly comparable to The Range portion of The Catalogue's catalog as a promotional merchandise wholesaler in the trans-Tasman region.
• Biz Collection: Biz Collection is an Australian corporate apparel brand and wholesaler offering polos, shirts, jackets, and workwear for corporate, hospitality, and promotional customers. Directly comparable to The Catalogue's Barkers Corporate, smpli, and Ion Grit ranges as a multi-category B2B apparel distributor serving the trans-Tasman market.
• James Harvest Sportswear: James Harvest Sportswear is a global corporate and promotional apparel brand supplying polos, shirts, jackets, and bags to the corporate/promotional trade. Directly comparable to The Catalogue's promotional apparel and workwear offerings through a multi-brand wholesale model.
• King Group (Sterling): King Group / Sterling is a major Australia/NZ promotional products distributor offering branded merchandise, apparel, and corporate gifts. Directly comparable to The Catalogue's The Range and Indent Solutions promotional merchandise business across the trans-Tasman market.
• The Apparel Group (TAG): The Apparel Group supplies branded corporate, promotional, and hospitality apparel across Australia/NZ, offering custom decoration and bulk ordering. Comparable to The Catalogue's B2B apparel and Indent Solutions bulk-ordering model for corporate and promotional customers.

Regional players

• Barkers (Barkers Menswear): Barkers is a heritage New Zealand menswear and apparel brand whose corporate line (Barkers Corporate) is distributed by The Catalogue. Comparable as a NZ-based apparel brand with both retail and corporate channels, and directly relevant as a brand licensor/distribution partner relationship.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/bmv-international-ltd

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 BMV International Ltd