What Will&Able Ltd does

Will&Able Ltd is a New Zealand social enterprise, wholly owned by the will&able Charitable Trust, that creates meaningful employment for neurodivergent and differently abled individuals through two integrated business lines. Approximately 80% of revenue derives from B2B contract services—product assembly, kitting, packaging, light manufacturing, food packing (under National Programme 3 food-grade accreditation), cleaning, and refurbishment—delivered to enterprise customers including Air New Zealand, Filecorp (35-year partnership), L'Oréal, Marley, Masterpet, Simply Dinner, and Trilogy. The remaining ~20% comes from a proprietary line of eco-friendly, NZ-made cleaning products (ecoDish, ecoLaundry, ecoMulti Purpose, ecoHand Soap, ecoToilet Cleaner, ecoGlass) sold through a Shopify-powered DTC e-commerce site and NZ supermarket retail, with bottles made from up to 96% recycled milk bottles and cruelty-free formulations.

Products are filled, labelled, and packed at the Auckland headquarters (246 Puhinui Road, Papatoetoe) by a workforce representing over 257 unique neurodivergent and disability conditions. The company operates a Closed-Loop Bottle Return System (available in Auckland, Wellington, Christchurch, Dunedin) and supports subscription delivery cadences on laundry SKUs. Go-to-market is hybrid: sales-led for B2B (led by Head of Sales Craig Burston), direct-to-consumer via e-commerce for products, and community-led for both through social mission advocacy. Pricing ranges from $3.49 NZD for a 250ml hand soap to $137.99 for a 20L laundry bulk pack, with bundles (Starter Pack $29.95, Kitchen Pack $25.99), gift cards ($5-$100), and donations ($10-$100) supporting acquisition and retention.

The company is private, with no external venture funding, and is governed by a board chaired by Fiona Natusch with directors including Mark Callander, Evangelia Henderson, Barry O'Neill, Jacqueline Farman, Mark Lowndes, and Simon Mander. Leadership transitions in 2024 (CEO Kate O'Leary) and 2025 (Operations Manager Matt Dagger) coincided with the publication of a five-year strategy, signalling an intentional next-phase build-out while remaining within the NZ-only market footprint.

Name

Will&Able Ltd

Legal name

Will&Able Ltd

Website

https://willandable.co.nz

Company type

Private

Founded year

1960

Operating status

Operating

Short description

Will&Able Ltd is a New Zealand social enterprise wholly owned by the will&able Charitable Trust that employs neurodivergent and differently abled individuals to deliver B2B contract services (kitting, assembly, packaging, refurbishment) and a proprietary eco-friendly cleaning product line sold via DTC e-commerce and NZ retail.

Ownership category

akta.pro rank

Product category

Eco-Friendly Cleaning Products and Contract Packaging Services

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

Water & Home System Care (Water Softeners, Septic Treatments, Drain/Openers, Appliance Cleaners) (CRADAKAK)

Keywords

• Eco-friendly cleaning products
• Contract packaging services
• Kitting and assembly services
• Social enterprise employment
• Contract manufacturing services

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Eco-Friendly Cleaning Products: Sale of eco-friendly cleaning products (dish liquid, laundry liquid, multi-purpose cleaner, hand soap, toilet cleaner, glass cleaner) through e-commerce and retail channels. Products are NZ-made and packed by the will&able team. Both one-time purchases and subscription delivery options available.
2. B2B Business Services: Providing contract services to businesses including product assembly and kitting, tailored product adaptation (cutting, bending, repackaging, relabelling), cleaning and testing, food packing and labelling, and on-site labour support. Approximately 80% of business composition.
3. Donations and Support: Donations from supporters to help fund training, wellbeing initiatives, equipment, and programmes that remove barriers to employment for neurodivergent and differently abled individuals.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Will&Able Ltd manufactures and sells a range of New Zealand-made, eco-friendly cleaning products (dish, laundry, multi-purpose, toilet, glass, and hand soap) under the will&able brand, with bottles made from up to 96% recycled milk bottles. The company also provides B2B contract services including product assembly, kitting, packaging, light manufacturing, food packing, cleaning, refurbishment, and on-site labour support to enterprise clients. All products and services are delivered by a workforce primarily composed of neurodivergent and differently abled individuals, with approximately 80% of business derived from B2B services.

Product overview

Will&Able Ltd operates two distinct business units: eco-friendly cleaning products and business services. The product portfolio centers on a range of NZ-made, eco-certified cleaning products including ecoDish Liquid, ecoDish Powder, ecoGlass & Window Cleaner, ecoHand Soap, ecoLaundry Liquid (Ultra Performance and Sensitive variants), ecoMulti Purpose, and ecoToilet Cleaner. These are sold individually in various sizes (500ml to 20L) and as bundles (Starter Pack, Kitchen Pack). Supporting products include Laundry Wash Bags, Gift Cards, Closed Loop Tickets for bottle returns, and Donations. The company also provides B2B services including kitting, assembly, packaging, light manufacturing, product cleaning and refurbishment, food packing, and on-site labour. Approximately 80% of business is B2B services. All products are packaged in bottles made from up to 96% recycled milk bottles, are cruelty-free, and filled/labelled/packed by the company's neurodivergent workforce.

Differentiator

Problem solved

Functional benefit

Products and services

• ecoDish Liquid Eco-friendly dish washing liquid available in multiple sizes from 500ml to 20L, gentle on hands yet tough on grease; sold to New Zealand consumers via e-commerce and supermarkets.
• ecoDish Powder 1.5Kg Biodegradable dishwash cleaning powder in 1.5Kg size with improved low suds formula for standard dishwashers; not suitable for dish drawers. Sold to New Zealand consumers.
• ecoGlass & Window Cleaner Fragrance-free glass and window cleaner available in 500ml size, delivering a streak-free finish; sold to New Zealand consumers.
• ecoHand Soap Eco-friendly hand soap available in 250ml, 5L, and 20L sizes; kind to skin and the planet; sold to New Zealand consumers.
• ecoLaundry Liquid - Ultra Performance High-performance laundry detergent with Jasmine & Bergamot fragrance, available in 1L, 2L, and 20L sizes; available as one-time purchase or subscription; sold to New Zealand consumers.
• ecoLaundry Liquid 2L - Sensitive Fragrance-free, sensitive skin-friendly laundry detergent in 2L size, designed for consumers with allergies or skin sensitivities.
• ecoMulti Purpose Versatile multi-purpose cleaning spray available in 500ml, 5L, and 20L sizes for everyday household cleaning; sold to New Zealand consumers.
• ecoToilet Cleaner Eco-friendly toilet cleaner with Lavender fragrance, gentle on environment yet tough on stains; available in 500ml, 5L, and 20L; sold to New Zealand consumers.
• Kitchen Pack Curated bundle of four eco kitchen cleaning products including ecoDish Liquid, ecoDish Powder, ecoMulti Purpose, and ecoHand Soap; certified eco-friendly and packaged in recycled NZ milk bottles; targeted at New Zealand consumers.
• Starter Pack Introductory bundle of five eco cleaning products: ecoDish Liquid 500ml, ecoHand Soap 250ml, ecoMulti Purpose 500ml, ecoLaundry Liquid 1L, and ecoToilet Cleaner 500ml; designed to introduce consumers to the range.
• Laundry Wash Bag Earth-friendly laundry delicates bag with fine fibers that prevents microfibers from entering oceans, protects synthetic garments, and reduces fiber shedding; sold to New Zealand consumers.
• Gift Cards Monetary gift cards available in denominations of $5, $15, $30, $40, $60, $80, and $100 NZD, redeemable against any products in the range.
• Closed Loop Ticket Ticket enabling customers to return empty will&able bottles for reuse or recycling via Post Haste courier; currently available in Auckland, Wellington, Christchurch, and Dunedin; priced at $4.00.
• B2B Contract Services Contract services including product assembly and kitting, tailored product adaptation (cutting, bending, repackaging, relabelling), cleaning and testing, food packing and labelling, refurbishment, and on-site labour support; delivered to enterprise clients such as Air New Zealand, Filecorp, L'Oréal, Marley, Masterpet, Simply Dinner, and Trilogy from a food-grade facility registered under National Programme 3.

Quantifiable outcome

• Over 257 unique neurodivergent and disability conditions represented in workforce
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core, minor and supporting.

• Air New ZealandcoreStrategic or Co-development PartnerCircular partnership for cleaning and refurbishing Air New Zealand headphones/headsets. Pre-Covid processing over 20,000 headsets per day. Services include refurbishment, kitting, cleaning, and packing.
• FilecorpcoreStrategic or Co-development Partner35-year partnership providing top-quality filing solutions while creating meaningful employment opportunities for people with disabilities. Dedicated Filecorp team prepares filing products with precision and care.
• L'OréalcoreStrategic or Co-development PartnerBoxing, stickering, and kitting of L'Oréal products. Partnership creates countless hours of meaningful work for will&able team members. L'Oréal's commitment to inclusive employment aligns with will&able values.
• Marley (by Aliaxis)coreStrategic or Co-development PartnerOver 20 years partnership with dedicated 'Marley Marvels' team ensuring smooth processing and handling of Marley products including cutting, bending, and reworking of PVC pipes and fittings.
• MasterpetcoreStrategic or Co-development Partner8 years of production and packaging of Masterpet pet care products including premium nutrition, treats, grooming, and accessories. Team takes pride in products that help keep pets happy and healthy.
• Simply DinnercoreStrategic or Co-development PartnerAssembly of non-perishable ingredients for Simply Dinner meal kits developed by Annabel Langbein. Celebrated packing over 200,000 kits in the past year, creating meaningful employment for neurodiverse Kiwis.
• TrilogycoreStrategic or Co-development Partner6-year partnership handling Trilogy natural skincare products (NATRUE-certified) with care and enthusiasm. Every new shipment brings excitement to the will&able team.
• Blue CurrentminorStrategic or Co-development PartnerB2B services partnership for product handling and processing.
• Red BullminorStrategic or Co-development PartnerB2B services partnership for product handling.
• ACCminorStrategic or Co-development PartnerPartnership related to workplace safety and injury prevention services.
• ShopifysupportingTechnology or IntegrationE-commerce platform provider powering the will&able online store. Provides online e-commerce platform for selling products and services.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Ethique: NZ-based social enterprise producing solid-bar personal care and beauty products with strong sustainability credentials. Comparable on social-enterprise mission, NZ origin, sustainability positioning, and direct-to-consumer distribution model.
• Earthwise: NZ manufacturer of eco-friendly laundry, dish, and household cleaning products sold primarily through NZ supermarkets. Direct competitor in the same domestic retail channel with overlapping product range and price positioning.
• ECostore: NZ-based maker of eco-friendly household cleaning and personal care products sold through supermarkets and D2C. Closest direct competitor in same geography, product category, and sustainable positioning; competes for the same conscious-consumer shelf space.

Others

• BioPak: ANZ-based sustainable packaging supplier and social enterprise focused on compostable food service packaging. Comparable on the sustainability mission and B2B packaging-services angle; relevant ecosystem peer for closed-loop packaging strategy.
• APM (Advanced Personnel Management): Global disability employment and workplace rehabilitation services provider with significant NZ operations. Adjacent comparable on the disability/neurodiversity employment mission side; not a product competitor but operating in the same social-impact sector.

Broad incumbents

• Ecover: Belgian-origin global eco-cleaning brand (now owned by SC Johnson) with broad household cleaning portfolio. Larger, established incumbent in the same product category; overlaps in eco-friendly positioning but operates at much greater scale globally.
• Method Products: US designer-eco cleaning brand (owned by Ecover/SC Johnson) known for design-led sustainable household cleaning. Larger player in the same eco-cleaning space; competes for the same design-conscious, sustainability-minded consumer segment.
• Seventh Generation: US-based eco-friendly household cleaning and paper products brand owned by Unilever. Much larger incumbent in the same green cleaning category with broader product range and significantly greater marketing and R&D budgets.
• Mrs. Meyer's Clean Day: US-based eco-friendly household cleaning brand owned by S.C. Johnson. Larger incumbent in the same eco-cleaning category with established retail distribution and significantly greater marketing investment.
• Tom's of Maine: US natural personal care and cleaning brand owned by Colgate-Palmolive. Broad incumbent operating in the natural/eco household products space with comparable mission-driven brand heritage but global scale.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/willandablenz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 Will&Able Ltd