What Gift Tree does

Gift Tree is a privately held, New Zealand–based direct-to-consumer e-commerce retailer founded in 2019 and headquartered in Christchurch, operating across New Zealand and Australia under the brand Gift Tree NZ. The company runs a single integrated online storefront at gifttree.co.nz spanning an unusually broad horizontal catalog: a deep plants collection (houseplants, rare/unusual specimens, cacti, succulents, carnivorous plants, plus substrates and care supplies), babies and children (clothing, merino wear, toys, nursery items, plushies), family categories (mothers, pet supplies), grown-ups (men's and women's clothing, footwear, watches, jewelry, bags), decor and furniture, gift ideas, groceries and essentials, and a Super Wholesale division selling bulk grocery, household, and Māori/Pacific cultural products to business buyers. The platform also offers a custom, configurable gift box service and resells hundreds of third-party brands including Disney, Beatrix Potter, Aurora World, Charlie Bears, Eden Orchards, and Garmin.

The underlying technology is a standard e-commerce retail platform with no disclosed proprietary features, AI capabilities, or developer-facing APIs; the storefront supports category and product pages, customer accounts, and reviews, with payments processed via Visa, Mastercard, PayPal, and Afterpay. All pricing is in NZD inclusive of GST, on a pay-as-you-go unit-pricing model with no subscription or recurring revenue component, and price points span from approximately NZD 1.99 to NZD 129.99.

The business model is asset-light marketplace-style reselling: Gift Tree sources third-party products across multiple verticals, curates and merchandises them on its own storefront, and monetizes through one-time consumer transactions plus a small B2B wholesale stream. Marketing is conducted primarily through SEO-optimized category pages, an owned blog featuring plant care guides and supplier recommendations, and customer testimonial content on the homepage. No funding rounds, acquisitions, parent company, or institutional investment are disclosed; ownership appears to be founder or small-group controlled and the company is described as "Proudly Kiwi and Aussie Owned," operating with a headcount of 11–50 employees.

Name

Gift Tree

Legal name

Gift Tree

Website

https://gifttree.co.nz

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Gift Tree is a privately held New Zealand e-commerce retailer operating in NZ and Australia, selling plants, babywear, toys, gifts, curated gift boxes, home goods, apparel, and wholesale groceries through its own online storefront under the brand Gift Tree NZ.

Ownership category

akta.pro rank

Product category

Online Gift and Lifestyle Retail

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Hobby, Toy, and Game Retailers (459120), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)

akta.pro secondary industries

Gift Basket & Curated Hamper Assembly (HSACANAD), Home Fragrance, Candles & Small Giftables Retail (CRALAJAN)

Keywords

• Online gift retail
• E-commerce baby products
• Plants and garden supplies
• Home decor online store
• Wholesale groceries

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct product sales to consumers through online storefront. Revenue generated from one-time product transactions across multiple categories including plants, babywear, toys, gifts, home décor, clothing, and accessories. No subscription or recurring revenue model indicated.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Gift Tree operates an online retail storefront at gifttree.co.nz selling a wide assortment of physical products across multiple categories including indoor and outdoor plants, babywear, children's toys, gift boxes, home decor, furniture, men's and women's clothing, accessories, watches, and groceries. The platform aggregates more than 200 third-party brands and also offers a customizable gift box service and a Super Wholesale division for bulk grocery and household goods.

Product overview

Gift Tree NZ is a comprehensive e-commerce marketplace operating as a single unified platform with multiple product categories. The offering includes a Plants Collection (houseplants, rare plants, cacti, succulents), Babies & Children (clothing, toys, nursery items), Family products (Mums, Pet Supplies, Super Wholesale groceries), Decor & Furniture, Custom Gift Box service, Grown Ups (Men's and Women's clothing/accessories/watches), Gift Ideas (jewelry, baby gifts, NZ-made products, Christmas), and Groceries & Essentials. The platform features hundreds of third-party brands including Aurora World, Charlie Bears, Disney, Eden Orchards, Garmin watches, and kitchenware brands. The marketplace operates primarily in New Zealand and Australia with both retail and wholesale offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Plants Collection Indoor and outdoor plants including houseplants, rare and unusual plants, cacti, succulents, carnivorous plants, plus plant care supplies like fertilizers, pots, and planters. Targeted at plant enthusiasts and gift shoppers.
• Babies and Children Toddler and preschool clothing (including merino), baby toys, nursery items, activity toys, books, plushies, travel toys, puzzles, and New Zealand wooden toys for parents and gift shoppers.
• Family - Mums Products for mothers including body care, food and drink, mom's clothing, postpartum care, pregnancy and hydration items, and wheat bags.
• Family - Pet Supplies Pet carriers, travel products, cat and dog supplies, pet grooming items, and pet toys for pet owners.
• Decor and Furniture Home decor, home fragrance, keepsakes, nursery items, sheepskin range, outdoor furniture, office furniture, and camping tables.
• Custom Gift Box Personalized and customizable gift box service designed for various occasions including birthdays, Mother's Day, Christmas, and other gifting events.
• Grown Ups - Men and Women Men's and women's clothing, footwear, watches, jewelry, bags, activewear, and accessories including underwear, loungewear, and travel essentials.
• Gift Ideas Jewelry, baby gifts, christening gifts, watches, birthday fruits, NZ made products, Christmas items, and themed gift collections.
• Super Wholesale Wholesale grocery and household products including bakery, butchery, dairy, deli, frozen foods, beverages, confectionery, personal care, and Maori/Indigenous products sold to business buyers.
• Groceries and Essentials Everyday grocery and household items including dairy products, beverages, confectionery, personal care items, and canned foods.

Named customers3 records

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• VisaminorOthersPayment processing partner enabling credit card transactions for customers.
• MastercardminorOthersPayment processing partner enabling credit card transactions for customers.
• PayPalminorOthersPayment processing partner offering alternative payment method for customers.
• AfterpayminorOthersBuy Now Pay Later partnership allowing customers to split payments into installments.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Mocka: NZ-born online-first retailer specializing in kids, baby and home furniture and decor. Most directly comparable niche-overlap peer given shared baby/kids/nursery category focus and NZ e-commerce-only model.
• Onceit: NZ online flash-sale retailer offering discounted fashion, beauty, home and gift items to consumers. Comparable online-only ANZ retail model targeting similar gift and lifestyle spending occasions.
• Mighty Ape: NZ-based online retailer selling toys, games, baby products, gifts and consumer goods via its own e-commerce site. Closest functional peer to Gift Tree given overlapping categories (toys, baby items, gifting) and online-only ANZ distribution.
• Baby Factory: NZ specialist retailer of baby goods, nursery furniture, toys and parenting products across stores and online. Direct overlap with Gift Tree's Babies and Children, nursery decor and merino clothing lines.

Broad incumbents

• Briscoes: NZ homeware and general goods retailer carrying kitchenware, home decor, gifts and personal care across physical stores and online. Overlaps with Gift Tree's home, gifts and personal care categories in the same NZ market.
• Smiths City: NZ retailer selling furniture, electronics, home appliances and outdoor goods. Comparable on the decor, furniture, and home appliance portions of Gift Tree's category mix, with established NZ distribution.
• Farmers (Farmers Trading Company): Heritage NZ department store retailer offering fashion, home, beauty and gift categories. Comparable multi-category breadth and gifting assortment, with established national footprint competing for the same Kiwi gift-buyer wallet share.
• The Warehouse: New Zealand's largest general merchandise retailer offering broad assortment across home, fashion, toys, and gifts. Directly comparable to Gift Tree's horizontal multi-category retail model in the same NZ market, with materially larger scale.
• Amazon AU/NZ: Global e-commerce marketplace operating in Australia and shipping into New Zealand across gifts, toys, baby, fashion and home. Sets the pricing and convenience benchmark Gift Tree competes against online.

Regional players

• Adore Beauty NZ: Australia-founded online beauty and gifting retailer now operating in NZ. Comparable on beauty, gifting and personal care SKUs and online D2C motion into the same Kiwi consumer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gifttree_
• Facebookfacebook.com/gifttree2019
• LinkedInlinkedin.com/company/gift-tree

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 Gift Tree