phil&teds Most Excellent Buggy Company Ltd wins Creative and Design Exporter of the Year Award

November 15, 2007

phil&teds, a Wellington firm whose world- beating designs and quirky attitude saw it grow exports of its innovative baby goods by 82 percent to over $30 million last year, has won the Creative and Design Exporter of the Year Award.

The Award was presented to phil&teds at the New Zealand Export Awards in Auckland on 15 November. Creative and Design was one of seven sector awards, with the top prize, the DHL Supreme Exporter of the Year, won by IBEX Group of Companies.

The Export Awards judges said phil&teds has grown significantly over recent years, and its ability to respond to new opportunities with a small team has been a significant strength.

“The company leadership has grown through its challenges, maintained momentum, innovated with product design and engaged and managed appropriate partners for market and product maturity.”

NZTE Chief Executive Tim Gibson congratulated the seven 2007 Export Award winners, describing their achievements as inspirational.

“These companies represent a vibrant mix of successful export businesses; companies that have identified a gap in the marketplace and cultivated their point of difference to produce and distribute quality goods effectively in international markets, using a variety of business models.

“We need to see more New Zealand businesses following their lead and operating internationally in order to increase our global business footprint.

“My congratulations to all the finalists in this year’s Awards and my thanks for your willingness to stand up and stand out among your peers in Export Year. You are inspired and inspiring.”

phil&teds head of show & tell, Richard Shirtcliffe, said the firm cuts through the clutter of the crowded international nursery channel with niche products that live up to their marketing promise – to help parents ‘adapt & survive’.

“We believe that nursery products should be aimed at helping parents to manage their day, live their chosen lifestyle and retain their sense of self, even with kids in tow. They need the kit with which to do that, and phil&teds provides exactly that.”

That ‘kit’ is phil&teds' extensive and growing bunch of unique products across six nursery categories: push, sleep, feed, carry, drive, adapt. These products include the only travel cot in the world that’s lighter than the baby, car seats, clip-on highchairs, the world’s original and only inline™ buggy and related matching accessories.

New category and product development, and innovation are critical to this company’s success. Last year alone the company successfully launched 10 new products and introduced new product categories to expand their offering in 1800 stores worldwide; they added 18 new export markets and grew export revenue by five times over their 2005 figure. Ninety-five percent of revenue is export driven from over 40 countries, with key markets the UK, the United States, Australia, Europe and Canada.

Since Campbell Gower, chief cook and bottle washer, took over phil&teds in 1998, the firm’s strategy has been to focus on what it can do best and outsource the rest.

“We go for those parts of the chain where we can add value: our IP, brand, design, supply chain and relationships,” said Mr Gower.

Products are manufactured in China and shipped directly to market, with manufacturing partners working exclusively for phil&teds. Mr Gower said the company has put in a huge effort to improve quality control to near perfect.

Notes for Editors:

This is one of a series of eight media releases with detail of all seven category winners and the DHL Supreme Award winner.

More information on all of the finalists including images is available at www.exportawards.co.nz

Contact: Jo Miller, phil&teds, phone 04 380 0833, ext 711, email jo@philandteds.comwww.philandteds.com

Distributed by Jennifer Andrewes, Corporate Communications Manager, New Zealand Trade and Enterprise, phone +64 4 931 6144, mobile +64 27 228 0261, or email jennifer.andrewes@nzte.govt.nz