Our Company

Market Channels


We supply to many of New Zealand’s top companies, and there’s a reason they choose us. Our specialist knowledge of each of our market channels ensures we always deliver to the highest standards. We’re reliable, efficient and build strong working relationships with all our clients.


Our vision is to continually explore and extend into new product ranges and brands that we can sell to our current customer base. This ensures our offering is always fresh and relevant to today’s consumer, and contributes to our success in growing brands. We’re also open to growth opportunities into new market channels, to which we can give our specialist touch.

Current Market Channels



Foodstuffs Group

Four Square


New World


Progressive Countdown Freshchoice Supervalue Woolworths


Mitre 10 Group




Independent Hardware Merchant


The Warehouse

Warehouse Stationery



Harvey Norman



Plastic Box

Hunter Furniture


Discount Variety Stores

Garden Centres

Capabilites and Strengths

We’re a national distributor – so no matter where you are in New Zealand, we can get you what you need. And we’ve got the whole supply chain covered, from warehousing to transport, sales to merchandising, marketing support and administration. Our years of experience takes the hassle away, and makes the process easy from start to finish.


Our sales team covers the whole of the country. We’ll get you the goods, no matter where you are.


We have a reputation for providing fast, next-day turnaround of your order, without any loss of quality of service.

This is achieved by our great warehouse team, and the systems for efficient warehouse operations we have in place.


Our proximity to major transport options makes things even easier.


All of our staff have years of experience across the whole supply chain. We can provide every service you’ll need fromstart to finish.


Our finger is on the pulse – we makesure we’re always up-to-date with initiatives happening around the country.


Our History


The beginnings


Sims Consumer Brands is a family-owned business, started in 1983 by Doug Currie - his years of experience and in-depth knowledge of the industry where an invaluable asset to the company.


Sims had it beginnings as a provincial kitchen and giftware wholesale, located in Hastings.



Growing and moving


In 1994 we moved the business from Hastings to a purpose-built building in Mt Maunganui – we wanted to be close to the port of Tauranga, which is New Zealand’s largest. Moving to Tauranga gave us the benefits of being close to sea, rail, road and air transport. It’s a great central location for the North Island and the transport options available make it easily accessible to the South Island of New Zealandand overseas.


Separating out Ibex


In 2005 we separated out Ibex to become its own subsidiary company. Ibex focuses specifically on distributing lighting solutions.



Where we are today


Under our family ownership, we’ve extended Sims Consumer Brands to become one of New Zealand’s most successful national distributors.


We attribute our growth to consistent stock availability and efficient, friendly service. Our sales team cover the whole of New Zealand – calling on all major retailers on a regular basis. We think face-to-face contact is so important for building great relationships.


We have two purpose-built warehouses, plus a further office and warehouse building for Ibex, our lighting division.


Our total staff is 45. It makes us big enough to do the job well, and small enough to keep strong small-business values.

Our Brands