From a small seed: The growth of Offshoot (NZ) Ltd
Offshoot, consisting of a close-knit team of six, operates out of one of the units at 13 Vogler Drive in Wiri. Walking through the door, you’re greeted by opposing walls of Marvel and DC heroes and villains. We sat down with Wesley Binedell (owner operator) and his team to talk about what Offshoot does, and their journey of growth and resilience.
Offshoot began its journey in 2012 as a family-owned enterprise, initially focusing on essential supplies that businesses need to be operational – toilet paper, paper towels and cleaning supplies.
However, the company’s trajectory changed dramatically seven years ago when it introduced wet wipes into the commercial market.
“We started down the path of providing wet wipes when one of our gym customers requested wipes. We did some research and there were hardly any commercial suppliers in New Zealand. We looked overseas and we found a supplier in Ireland for the manufacturing of the dispensers and found a supplier in the UK to import the wet wipes” says Wesley.
“Fast forward to today, we are the biggest distributor for commercial wet wipes in New Zealand. We provide wipes, toilet paper and cleaning essentials to major gyms like Les Mills, Flex Fitness and Anytime Fitness, along with many daycares and businesses across the country” explains Wesley.
One of the key reasons that Offshoot has been able to grow is their ability to provide a personalised service for their customers and adapt to changing environments.
“We saw a gap in the market where larger companies were only focusing on sales and not effectively doing customer relationship management. They weren’t keeping their customers”.
“We started with the initial concept that there was a better way for this relationship between the supplier and the customer to work. This is where Offshoot founded its core values which include Communication, Honesty, Accountability and Commitment to our Customers. We pride ourselves on an average 98% retention rate for our customers. Our main objective is to focus more on the customers we have, offer an extensive range of quality and sustainable products and grow our network through relationships, referrals and connections”.
Offshoot has a large data base of customers, who range from small to large scale businesses.
“Though daycares and gyms are our dominant customers, we can supply our products to anyone no matter their size or location”.
“We like to keep it simple with our systems and processes – customers can order through our website on their personalised portal, over the phone or email. We offer free nation-wide delivery to our on-account customers, and there is no minimum order required”.
The journey wasn’t without its hurdles; and the COVID years were no exception.
“COVID was difficult. We had wet wipes prior to COVID and had about 180 supermarkets using our wipes for trolley handles. However, our supply of wipes stopped over COVID, due to it being a natural material which ended up being diverted into other key critical hygiene products”.
“Even though COVID was hard, we managed to push through with the help of friends, family, suppliers, financial institutions, customers and our amazing team. We thank them for helping us continue and being able to make Offshoot into what it is today”.
Mentorship is something that Wesley rates highly for this leadership growth.
“I have always liked having a mentor or being able to mentor someone. I believe that everyone is going to offer you something new or a new perspective of looking at things. Whether you are just starting out or have been in business for years and years. When I initially started Offshoot, there was no one to bounce ideas off. So, I needed to align myself with people that could help. My first mentor was my paper supplier, and since then I have had a range of mentors including the Auckland Chamber of Commerce”.
This commitment to service and sustainability is part of Offshoot’s core values. Initially, their wet wipes were plastic-based, but recognising the negative environmental impact, they began shifting to a fully sustainable range.
“When we first started, the wet wipes were plastic, which was the most common wipe in the market and suppliers. In 2019, we introduced a fully sustainable wet wipe range. These are 100% Biodegradable, 100% Compostable and FSC approved. We have just been nominated for the 2 Degrees Business Award for Excellence in Sustainability which cements our sustainability journey”.
Offshoot’s dedication to giving back is equally noteworthy. Inspired by a desire to support the community, they established Offshoot Donate in 2018, pledging 50 cents from every carton of wet wipes sold to charities. The current charities they support on a monthly basis are Grandparents Raising Grandchildren, Foster Hope, and Victory Boxing. These charities were selected as they provide a positive impact on children and their families; this initiative has grown to donate around $1,100 per month. Offshoot has also gained another nomination for the 2 Degrees Business Awards for Excellence in Community Service due to their community efforts.
Looking ahead, Offshoot aims to continue providing their high levels of customer services and sustainable products, all while supporting their customers, community and staff members.
“We love being part of the Wiri community, events and association – it’s a great location for our staff and is cost effective for our business” concludes Wesley.