Untouched World commends Christchurch Market Connections Fund

Untouched World is one of over 260 companies that used the NZTE-administered fund to connect with international clients following the February earthquake.

According to Drysdale, it’s made a big difference.

“The international view was that Christchurch was over – but when we visited, we were able to explain that we were on the west side of the city and reassure them we were operating as usual.”

Drysdale has operated out of Christchurch since 1981, when she founded Untouched World’s parent, Snowy Peak.

Since then, the company has built an international reputation for its high-quality merino garments – and has been recognised by the United Nations for its work on sustainability.

Untouched World’s head office in Burnside, west of the CBD, survived the February earthquake intact: on the evening of 22 February, production continued right through the night.

However, the flagship store in the historic Arts Centre suffered serious damage.

Export has always been a core part of Drysdale’s business – and last year, the company’s expansion into performance cycle wear saw it in win new clients in five countries. Maintaining momentum while contending with disrupted supply chains has been a challenge, Drysdale says.

“The September quake was right on our spring delivery time for the northern hemisphere, and the February quake the same for autumn.

“For a company that has to make up for its distance from market by being better than others, it was tough. And as luck would have it, a couple of shipments were lost in the chaos.”

For Peri Drysdale, founder of the eco-luxury fashion brand Untouched World, the Christchurch Market Connections Fund has been really valuable.

Thanks to the fund, Drysdale has been able to cover a lot of ground.

“I’ve visited a manufacturer and a customer in China, and brought one of our Japanese buyers to meet me in Hong Kong. I’ve also been to a yarn fair in Italy – so I got through a huge amount in two and a half days.”

As well as cementing relationships, the fund has allowed Drysdale to make some new connections. “I also followed up on some strategic meetings in the UK – in addition to reassuring distributors in Seattle and Toronto and meeting end customers in the UK, Canada and US. We even got three new ones over the line for North America.”

Drysdale says that both the workload and the complexity of life have increased since the earthquake. “In addition to trying to reassure clients, manage insurance claims, reorganise stock, and get production out, staff have all got challenging personal stuff going on.

“We had to batten down the hatches, and we wouldn’t have done the travel without support from the fund.”

However, Drysdale remains upbeat. “A major disruption is always a stimulant for positive change, and the events of the past 12 months are no different.”