Hunting & Fishing New Zealand

What Hunting & Fishing New Zealand does

Hunting & Fishing New Zealand is a privately held, 100% locally owned specialty outdoor retailer founded in 1986 by Andy Tannock in Palmerston North. The company operates 40 physical retail stores nationwide covering all major regions of New Zealand from Northland to Southland, alongside a Magento-based e-commerce website that fulfills online orders from the geographically nearest store to minimize freight costs. The stores are independently owned and operated by local experts, positioning the chain as a community-rooted specialty retailer rather than a centralized corporate chain.

The company's product offering spans six core categories: hunting (firearms, optics, ammunition, archery, knives, dog gear, reloading), fishing (saltwater and freshwater tackle, boating accessories), camping (tents, sleeping gear, furniture, fridges, electronics), diving (wetsuits, spearguns, fins, masks), and outdoor clothing for men, women, and children. In addition to carrying third-party brands, Hunting & Fishing has built an owned private label portfolio under the H&F master brand, including H&F Thermacore thermal wear, H&F Cyclone outerwear, H&F Merino wool clothing (made in New Zealand), and H&F Rifle Cases & Bags. The company also operates the Good Yarns content blog, which publishes expert advice, product reviews, how-to articles, and trip reports as a top-of-funnel engagement channel.

Revenue is generated through one-time retail merchandise sales across both physical stores and e-commerce, with flat-rate shipping ($7.50 standard, $10 rural) confined to domestic New Zealand. Payment options include Visa, Mastercard, Farmlands card, ZipPay, Afterpay, Q Card, and Finance Now, supporting consumer financing for higher-ticket purchases like firearms and optics. Key strategic partnerships include Miroku Firearms Manufacturing and Outdoor Sports New Zealand (for the 2026 40th anniversary engraved MK70 shotgun) and Eley Hawke UK (for exclusive shotshell access since 2008). The company claims to be New Zealand's largest outdoor and hunting/fishing retailer.

Name

Hunting & Fishing New Zealand

Legal name

Hunting & Fishing New Zealand

Website

https://huntingandfishing.co.nz

Company type

Private

Founded year

1986

Operating status

Operating

Short description

Hunting & Fishing New Zealand is a privately held, 100% locally owned specialty outdoor retailer operating 40 physical stores across New Zealand and a Magento-based e-commerce site, serving hunters, anglers, campers, divers, and outdoor lifestyle consumers with hunting, fishing, camping, diving, and clothing products plus its own H&F private label lines.

Ownership category

akta.pro rank

Product category

Outdoor Sporting Goods Retail

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

akta.pro primary industry

Hunting, Shooting Sports & Archery Retail (CRAMABAK)

akta.pro secondary industries

Fishing & Tackle Retail (CRAMABAL), Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD)

Keywords

• Outdoor retail
• Hunting equipment
• Fishing gear
• Camping supplies
• Outdoor apparel

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail merchandise sales: One-time product sales across hunting, fishing, camping, diving, and outdoor clothing categories. Revenue generated through physical retail stores and e-commerce platform with flat-rate shipping within New Zealand.
2. Private label products: Hunting & Fishing brand private label products including clothing (Thermacore, Cyclone, Merino Range), rifle bags, and accessories sold under own brand.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Hunting & Fishing New Zealand is a specialty outdoor retail chain that sells hunting, fishing, camping, diving, and outdoor clothing/footwear merchandise through 40 physical retail stores across New Zealand and an e-commerce website. The offering includes private-label product lines (H&F Thermacore, Cyclone, Merino, Rifle Cases) alongside third-party brands, plus gift cards. Online orders are routed to and fulfilled by the store nearest the delivery address.

Product overview

Hunting & Fishing New Zealand operates as a specialty outdoor retail chain offering a comprehensive range of outdoor recreation products across six main categories: Hunting (firearms, optics, ammunition, archery, knives, dog gear), Fishing (saltwater, freshwater, boating equipment), Camping (tents, sleeping gear, furniture, fridges, cookers), Diving (wetsuits, spearguns, fins, masks), and Clothing (mens, womens, kids). The company also offers its own private label sub-brands including H&F Thermacore thermal wear, H&F Cyclone outerwear, H&F Merino wool clothing, and H&F rifle cases and bags. Additional services include gift cards, a content blog (Good Yarns), and 40 stores nationwide with online shopping capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• H&F Thermacore: Thermal clothing range for men, women, and kids
• H&F Cyclone
• H&F Retro Check
• H&F Merino
• H&F Rifle Cases & Bags
• Good Yarns

Products and services

• Gift Cards Digital gift cards sold by Hunting & Fishing New Zealand in $20, $50, and $100 denominations, redeemable across the store's product range for individual consumers looking to gift outdoor, hunting, or fishing merchandise.
• H&F Thermacore Range Hunting & Fishing private-label thermal base layer clothing range for men, women, and kids, sold as an affordable quality alternative within the broader outdoor apparel offering.
• H&F Cyclone Range Hunting & Fishing private-label outerwear range, including bush coats, extreme jackets, and retro check items for adult consumers seeking weather-resistant outdoor clothing.
• H&F Merino Range Hunting & Fishing private-label merino wool clothing range made in New Zealand, providing natural-fiber outdoor apparel for men and women.
• H&F Rifle Cases & Bags Hunting & Fishing private-label protective rifle cases and shotgun bags offered in various sizes for hunters and sport shooters needing firearm transport and storage solutions.
• 40 Year Limited Edition Exclusive Engraved MK70 Shotgun Limited edition engraved MK70 shotgun released exclusively through Hunting & Fishing New Zealand to mark the company's 40th anniversary, co-developed with Miroku Firearms and Outdoor Sports New Zealand for hunters seeking a commemorative firearm.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Miroku Firearms Manufacturing CompanyflagshipStrategic or Co-development Partner · 1 January 2026Partnership with Miroku Firearms Manufacturing Company and Outdoor Sports New Zealand to create a 40 Year Limited Edition Exclusive Engraved MK70 Shotgun. This collaboration celebrates 40 years of Hunting & Fishing New Zealand and reflects craftsmanship, trust, and lifetime use in the field. The shotgun reflects the milestone standing for quality and heritage.
• Outdoor Sports New ZealandflagshipStrategic or Co-development Partner · 1 January 2026Three-way partnership with Miroku Firearms Manufacturing Company to release exclusive 40th anniversary shotgun. The partnership reflects the milestone of 40 years in business and focuses on craftsmanship, trust, and lifetime quality for hunters.
• Eley Hawke UKcoreTechnology or Integration · 1 January 2008Partnership established in 2008 when keenest hunters at Hunting & Fishing New Zealand pushed for a partnership with Eley Hawke UK. Eley's heritage of excellence in shotshell manufacture was a key factor. The partnership provides exclusive access to Eley shotshells for waterfowl hunting.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• BCF (Boating, Camping, Fishing): Australia's largest specialty outdoor retailer with a similar mix of boating, camping, fishing, and hunting gear across a large store network and e-commerce platform. Highly comparable business model, customer segments (recreational outdoors), and product breadth.
• Gander Outdoors: US hunting, fishing, and outdoor recreation retailer (formerly Gander Mountain) operating a multi-store + e-commerce model. Directly comparable in firearms-and-outdoors specialization, store-based expertise, and online integration.
• Sportsman's Warehouse: US specialty retailer focused on hunting, fishing, camping, and shooting sports with both physical stores and e-commerce. Closely aligned in category mix (firearms, ammo, optics, fishing tackle, camping) and customer type (outdoor sportsmen).
• Hunting & Fishing (Australia): Australian counterpart operating under an almost identical name and format — multi-store hunting, fishing, and outdoor retail with strong private-label and exclusive-brand partnerships. The closest direct comparable in category mix, customer base, and proprietary brand strategy.

Broad incumbents

• Bass Pro Shops: Largest US specialty outdoor retailer offering hunting, fishing, camping, and marine with destination-store concept and broad private-label assortment. Overlaps heavily on category and customer but at much larger scale and broader portfolio.
• Academy Sports + Outdoors: US broad-line sporting goods and outdoor retailer with strong hunting, fishing, and camping categories and a multi-channel operation. Comparable assortment and customer base, but at significantly larger scale with broader general sporting goods coverage.
• Cabela's: Long-standing US hunting, fishing, and outdoor specialty chain (now under Bass Pro) — comparable in firearms, hunting, fishing, and outdoor assortment, but operating as part of a much larger conglomerate portfolio.

Regional players

• Kathmandu: New Zealand-founded outdoor lifestyle and travel retailer (now part of KMD Brands) focusing on apparel, packs, and camping gear. Comparable home-market presence and outdoor customer base, though apparel-led rather than hunting/fishing-led.
• Macpac: New Zealand outdoor equipment and apparel retailer (part of KMD Brands) specializing in camping, tramping, and hiking gear. Overlaps with the camping segment of Hunting & Fishing's assortment in the same NZ market.
• Torpedo7: New Zealand multi-channel outdoor and sporting goods retailer with strong camping, fishing, biking, and water-sports assortments. Direct home-market peer with overlapping customer base but broader lifestyle/sport coverage rather than hunting-led specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hunting-fishing-nz

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 Hunting & Fishing New Zealand