Pumpkin Patch has finally reached adulthood, but its focus is still squarely on being a kid.
The iconic Kiwi clothing company is celebrating its 20th year, growing from a small mail order catalogue to a truly global kids’ wear brand.
Pumpkin Patch has skipped along from milestone to milestone on its successful journey, to reach today’s annual sales of close to $400 million, with more than 20 million garments each year passing through its mail order business and 527 outlets around the globe.
Chief Executive Maurice Prendergast, who has been with the company for 17 years, says like any good brand, Pumpkin Patch has evolved as it has grown, from the first milestone when former childrens’ wear buyer Sally Synott started the mail order business in 1990.
“The next milestone was when Chrissy Conyngham, our head of design, came on board. She’s been overseeing the design of the range for 17 years, and today has around 30 people working in the design and sourcing team. We have always been a design-led business,” Mr Prendergast says.
“When our general merchandise mail order company merged with Pumpkin Patch, we brought a different skill set to the company. Then there were the milestones of opening the first full retail store, in Christchurch; mail order in Australia and the first Australian store; then the United Kingdom and the United States. These milestones come along and build, and at times at Pumpkin Patch, it became a snowball – we had years where we grew more than 150 percent.”
More than 80 percent of Pumpkin Patch’s business is now from international markets, achieving what few other specialty apparel brands have – exporting to 22 countries around the world. Pumpkin Patch is being worn by kids in Australia, the United States and the United Kingdom, with markets fast developing in the Middle East, India, China and Malaysia.
Sales are through a string of different avenues, from its own retail stores (230 company-owned), department stores, franchise partners and e-commerce.
Another important milestone was running two seasons’ ranges simultaneously in opposing hemispheres. “That’s a pretty tough act for an apparel company, very few can do it. But we’ve done it with a little bit of a New Zealand can-do attitude,” Mr Prendergast says.
“We invest heavily in technology, which allows us to be a global player. Our IT team is bigger than our design team because we need to be at the forefront of technology, understanding what our customers are buying around the world every day.
“Our designers make our products unique. Part of our uniqueness is that we get our inspiration from international influence, but give it our interpretation.
“We are perfectionists – which is good and bad at times. But we’re also prepared to take risks, and go off into new ventures.” The latest is a new brand, a more simple kids’ wear line called Charlie & Me, launched this year with an initial eight stores to be opened across New Zealand and Australia.
Pumpkin Patch has built strong relationships with its suppliers, the majority of them in China, and some of those are the original manufacturers they used 20 years ago.
Manufacturing overseas, but designing in New Zealand, has enabled Pumpkin Patch to expand, with more than 400 people employed at its East Tamaki site. And they still maintain control of the manufacturing processes.
“It’s critical we get the very best quality. The products from Pumpkin Patch are particularly complicated, and that’s what gives them ‘the look’. But we have to put the steps in place to ensure their quality,” says Mr Prendergast.
New Zealand Trade and Enterprise has played an ongoing role in helping Pumpkin Patch now sell its kids’ wear in China. “We have used their knowledge and expertise, especially entering new markets and trying to get an understanding of what the boundaries are.”
There are many more milestones to reach in Pumpkin Patch’s future, as the company looks to expand into more countries and grow its new brand. “We have a great future ahead. And we will always be about kids,” says Mr Prendergast.
Pumpkin Patch’s Chief Financial Officer, Matthew Washington, says entering the New Zealand International Business Awards has been an opportunity for the entire staff – some who have been there since the beginning – to reflect on what Pumpkin Patch has achieved over 20 years.
“Being part of these awards has given us the ideal occasion to take the time to celebrate our past, our now and also all that we will be, as we continue our vision of bringing gorgeous fashion to kids all over the world,” he says.
Judges’ commendation
“Pumpkin Patch’s approach to international markets is well thought out. It has faced difficult trading conditions in some markets and reacted quickly with prudent management of its finances. It understands where the value lies and brings it back to New Zealand. Pumpkin Patch is a class act with capabilities across the spectrum of what is required to be successful in international business.”
For more information contact:
New Zealand Trade and Enterprise
Anna McIntyre, phone +64 4 816 8317, email anna.mcintyre@nzte.govt.nz
