NZA

NZA New Zealand Auckland

Objective

Preparing NZA New Zealand Auckland for further expansion through direct franchising within the Benelux and master franchising outside the Benelux.

Partner Profile

NZA New Zealand Auckland collaborates within the Benelux with experienced and new retailers who operate one or more NZA New Zealand Auckland mono-brand stores. Outside the Benelux, NZA New Zealand Auckland works with master franchisees and area developers.

Challenges

NZA New Zealand Auckland transitioned into franchising from wholesale activities, which meant that the prerequisites for successful franchising were not always well-defined:

  • There was no clear expansion strategy or expansion plan.
  • The conditions and the impact of franchising on the entire organization as well as individual franchisees were not fully clear.
  • The risks associated with the various activities of the organization were not always well shielded legally and fiscally from each other.
  • A modern retailer cannot do without e-commerce. Hence, there was a need to develop an appropriate omni-channel strategy that recognizes the contributions of both franchisees and the franchisor to online sales revenue.
  • The franchise manual and franchise agreement were incomplete and inconsistent in parts.

About NZA New Zealand Auckland

NZA New Zealand Auckland creates collections that can be experienced! Although originally a wholesaler, NZA New Zealand Auckland now focuses significantly on making the brand tangible in its stores.

Globally, the stores are a showcase for the NZA New Zealand Auckland experience, where customers can see, feel, and experience what NZA New Zealand Auckland represents. NZA is bold, masculine, and distinctive yet refined. - this is the NZA New Zealand Auckland DNA - Exciting, intriguing, and in a way that is not as obvious as traditional brands. They achieve balance in color schemes by using non-standard materials and techniques.

NZA New Zealand Auckland makes a difference with the quality and uniqueness that characterize their products. High-quality fabrics, well-made designs, current patterns, and an extra touch - a detail in a shirt or trousers that shows the attention and love for the product. In the coming years, NZA New Zealand Auckland aims to further develop the brand and organization into a mature brand that subtly retains its adventurous spirit, with the right people and tools.

Our approach

With a small team of consultants, we first mapped out the current and desired situation broadly. From this initial check-up, the challenges and opportunities facing NZA New Zealand Auckland quickly became apparent. We then developed an action plan to lay the foundation for NZA New Zealand Auckland to grow and develop further as a franchise organization and fashion brand.

To achieve effective and quick results, we started working weekly at New Zealand Auckland's headquarters and visited a large portion of NZA New Zealand Auckland's current franchisees and own stores. By continuously interacting with management, franchisees, and employees of NZA New Zealand Auckland, the necessary information surfaced quickly at the beginning. With this input and based on the vision and objectives of the management, we further developed the formula and the necessary prerequisites.

The result

Through our approach, we were able to establish a strong foundation:

  • An online manual has been created to practically implement the NZA New Zealand Auckland formula. This manual is set up with an appropriate rights structure so that franchisees, store managers, and central organization staff can extract the necessary information without being distracted by irrelevant issues.
  • An omni-channel strategy has been developed where franchisees are rewarded for their contribution to online sales and everyone is encouraged to contribute to the relationship database to elevate NZA New Zealand Auckland's marketing to the next level.
  • A suitable conditions framework has been developed that respects the omni-channel strategy and also prevents franchisees from being left with large unsellable stocks.
  • The legal structure of NZA New Zealand Auckland has been reviewed and reorganized with the help of a tax advisor and accountant to minimize risks within the organization.
  • The recruitment and selection process and recruitment documentation have been documented and improved based on best practices to optimize the acquisition process of new entrepreneurs.
  • A new franchise agreement has been developed to form the legal basis for NZA New Zealand Auckland's future franchise expansion.
  • The new retail manager who has been hired internally has been involved in the project so he can familiarize himself with the developed processes, information, and tools, allowing him to perform his job professionally in the future.

Reference

“Koelewijn & Partners effectively and pragmatically laid the foundation for franchising at NZA New Zealand Auckland, enabling NZA New Zealand Auckland to take the next steps towards becoming an internationally successful fashion brand.”

- Eric Schraven (CEO)