Hoop Brand Activation

What Hoop Brand Activation does

Hoop Brand Activation (HOOP NZ) is a privately held, 100% Kiwi-owned retail activation company founded in 2003/2004 and headquartered in Hobsonville, Auckland. It operates five integrated service lines for consumer brands and FMCG manufacturers selling through New Zealand retail: (1) Brand Activation & Merchandising, deploying roughly 350+ "Brand Activators" for in-store execution such as ranging, planogram compliance, promotional execution, NPD cut-ins and category relays; (2) POS, 3PL Storage & Distribution from its MPI-approved Hobsonville facility (871 sqm enclosed canopy, high racking, lockable high-security rooms, four 40" container devanning locations) with a warehouse management system integrated to Shopify, SalesIn and courier platforms; (3) Co-Packing & Rework, including multipack conversions, re-stickering, compliance labelling, pre-packed display assembly, and bespoke kitting, handling 1M+ units annually; (4) Sales Agency, launched in August 2025 as an in-house end-to-end retail sales solution for Foodstuffs North Island built around a syndicated field team model sharing Trade Merchandisers across 2–6 complementary brands; and (5) Data Analytics & Reporting, providing live dashboards, custom reporting, and photo capture and tagging for in-store performance, powered by the i.MOBI CRM with Dunnhumby integration.

The business model is professional services and managed services (3PL), sold through direct enterprise sales to consumer brands and to retail partners like Foodstuffs. Pricing is not publicly disclosed and is quote-based; revenue is generated through service fees for field deployments, storage and handling charges, per-project co-packing fees, and recurring data/reporting components bundled into multi-service engagements. Nationwide reach (offices in Auckland, Wellington, Christchurch, plus regional field teams) supports 97% average NZ retail coverage with 98% in-store data accuracy. The leadership team comprises Directors Chris Hood and Gavin Nixon alongside General Manager Matthew Clews; no outside institutional investors or parent company are disclosed. Core technology differentiators — i.MOBI CRM with Dunnhumby integration, the warehouse management system, photo capture and tagging, and live compliance dashboards — provide measurable operational value to brand owners and represent the primary defensibility against single-service competitors.

Name

Hoop Brand Activation

Legal name

HOOP NZ

Website

https://hoopnz.com

Company type

Private

Founded year

2004

Operating status

Operating

Short description

Hoop Brand Activation is a privately held, 100% Kiwi-owned retail activation company providing brand activation, merchandising, 3PL storage and distribution, co-packing, sales agency, and data analytics services to consumer brands across New Zealand's retail network.

Ownership category

akta.pro rank

Product category

Retail Brand Activation Services

akta.pro primary industry

Brand Activations & Pop-Ups (Retail/Street/Guerrilla) (BPAFAGAF)

akta.pro secondary industries

Point-of-Sale (POS) & In-Store Promotion Services (BPAFAMAF), In-Store Marketing & Retail Activation (POS/POP, Displays) (MPAAAJAC)

Keywords

• Retail brand activation
• In-store merchandising
• Field sales agency
• 3PL storage distribution
• Co-packing rework

Headquarters

HQ city

Hobsonville

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Brand Activation & Merchandising Services: Core service providing in-store brand activation, merchandising, ranging checks, planogram compliance, stock management, promotional activity management, and NPD (New Product Development) cut-ins. Revenue generated through service fees for field team deployments across retail locations.
2. Sales Agency: Focused sales solution for Foodstuffs North Island with skilled staff, flexible resourcing, and tailored call cycles. Provides syndicated field team model shared across 2-6 complementary brands, giving professional coverage at proportional cost share.
3. 3PL Storage & Distribution: MPI-approved warehouse facility with real-time inventory management, order fulfillment, and dispatch services. Revenue generated through storage fees, handling charges, and fulfillment fees. Integrates with customer platforms like Shopify and SalesIn.
4. Co-Packing & Rework: Custom packaging solutions including multipack conversions, re-stickering, compliance labelling, pre-packed displays, kitting, and quality assurance services. Revenue generated per-project based on volume and complexity.
5. Data Analytics & Reporting: Real-time dashboards and reporting services providing insights into product performance, promotions, store-level execution, and compliance. Revenue included as part of integrated service packages.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Hoop Brand Activation provides end-to-end retail activation services for consumer brands in New Zealand, including in-store brand activation and merchandising, 3PL storage and distribution, co-packing and rework, sales agency representation at Foodstuffs, and data analytics/reporting. The company operates a syndicated field team of 350+ Brand Activators covering retail locations nationwide.

Product overview

Hoop Brand Activation is a 100% Kiwi-owned retail activation company offering a unified full-service platform for brand activation and merchandising. The core offering comprises five integrated service modules: Merchandising & Brand Activation (in-store product placement, promotional displays, and activation execution); POS, 3PL Storage & Distribution (MPI-approved warehouse storage, inventory management, and fulfillment); Co-Packing & Rework (custom packaging, multipack conversions, re-stickering, and kitting); Sales Agency (data-led sales execution for Foodstuffs North Island with i.MOBI and Dunnhumby integration); and Data Analytics & Reporting (real-time dashboards for in-store performance, stock levels, and promotional tracking). These services are designed to work together as an end-to-end retail solution, from storage and co-packing through to in-store execution and sales reporting.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Activation & Merchandising In-store merchandising and brand activation services for consumer brands in New Zealand retail. Includes ranging and planogram compliance checks, shelf space maintenance, stock management, promotional activity execution, category relays, NPD cut-ins, and on-shelf stickering.
• POS, 3PL Storage & Distribution Third-party logistics offering including MPI-approved warehouse storage with real-time inventory management, order fulfillment, and dispatch. Integrates with Shopify, SalesIn, Courier Systems, and customer portals, with 98% order fulfillment accuracy.
• Co-Packing & Rework Custom packaging and rework solutions including multipack conversions, re-stickering and compliance labeling, pre-packed display assembly, bespoke kitting, and quality assurance. Handles over 1 million units, 160,000+ multipacks, and 5,000 pre-packed displays annually.
• Sales Agency Data-led sales agency for New Zealand retail, focused on Foodstuffs North Island. Provides syndicated field team coverage across 2-6 complementary brands, i.MOBI CRM and Dunnhumby integration for live visibility of ranging, compliance, and ROI, with end-to-end execution from head office to shelf.
• Data Analytics & Reporting Real-time data analytics and reporting dashboards providing in-store performance monitoring, stock level tracking, promotional monitoring, customizable reporting with interactive filters, photo capture and tagging, and field analysis with 98% accuracy in data collection.

Quantifiable outcome

• 62% reduction in warehouse units held
• +6 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• i.MOBIcoreTechnology or IntegrationCore CRM platform used for trade merchandising management, KPI tracking, and customer relationship management. Enables brand onboarding, territory allocation, and national TM structure mapping.
• DunnhumbycoreTechnology or IntegrationData integration partner providing consumer insights for ranging, compliance, gaps, and ROI visibility. Combined with i.MOBI for live dashboards showing store-level performance.

Scale indicators16 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Premium Retail Services: North American retail merchandising and in-store execution specialist. Overlaps with Hoop's merchandising and POS execution capabilities for consumer brands, though operating in different geographies.
• Advantage Solutions: US-headquartered sales agency and retail services giant. Broad incumbent competitor to Hoop for multinational brand activations, with deeper capital and global reach but less NZ-specific specialisation.
• Acosta: Global sales and marketing agency serving CPG brands in retail. Competes with Hoop for in-store execution and sales agency mandates but at much larger scale and across multiple geographies.

Direct peers

• CROSSMARK Australia & New Zealand: Large ANZ field marketing and retail merchandising agency. Directly comparable to Hoop in offering in-store execution, sales agency work and merchandising for FMCG brands across grocery channels.
• CPM Australia: Sales promotion and field marketing agency operating across ANZ retail. Comparable to Hoop's shopper marketing, in-store activation and merchandising service lines for consumer brands.
• Strikeforce: ANZ specialist in field sales, merchandising and retail activation for FMCG brands. Directly comparable to Hoop's syndicated field-team and grocery channel sales agency model.
• Gekko: Australian brand activation and field marketing agency servicing retail and FMCG clients. Closely aligned with Hoop's brand activation and in-store merchandising proposition across the ANZ region.

Others

• Foodstuffs North Island: NZ grocery cooperative and Hoop's largest named customer via the Sales Agency. Included as an ecosystem reference given the relationship is central to Hoop's recent growth strategy.
• Woolworths Group (NZ): Major NZ grocery retailer and a potential customer rather than direct competitor. Relevant as a channel partner that Hoop's brand activation and merchandising services support.

Regional players

• McColl's (Retail Management Group): NZ-headquartered retail services provider offering merchandising and brand activation. Comparable niche player focused on the same New Zealand grocery and convenience channels as Hoop.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HOOPBrandActivation
• LinkedInlinkedin.com/company/hoop-brand-activation
• Instagraminstagram.com/hoop_brandactivation/?hl=en

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Hoop Brand Activation