Close

Going native

Article illustration

Elliot and Kate Alexander

imageimageimage

New Zealand is full of great designers. But Kate and Elliot Alexander were astonished to find how many good Kiwi designers there were operating under the public’s radar. Online store Endemicworld.com is their answer.

“We’re not just a store for suppliers,” says Kate Alexander. “We are a facilitator for them, guiding them in the right direction, so it’s all done in collaboration.  We involved the designers in the design process of the website, so they could see the quality of the design we were doing.”

“We try to make a noise about the designers, to position them alongside the more well-known [designer] brands,” adds Elliot. “Everyone was interested.”

Endemicworld.com went live in December 2007. Already, 70 percent of visitors come from offshore. Fast is important: with in-house production, Endemicworld.com can have a designer’s products online and selling within days.

“We focus on products that have had that extra bit of effort put in, with unique stories,” says Elliot Alexander. ”New Zealanders are used to bargains when shopping online, but we want to sell larger and more investment items [and switch people] from bricks and mortar to buying online. It’s awesome to get brands going.”

Idealog has been covering the most interesting people, businesses and issues from the fields of innovation, design, technology and urban development for over 12 years. And we're asking for your support so we can keep telling those stories, inspire more entrepreneurs to start their own businesses and keep pushing New Zealand forward. Give over $5 a month and you will not only be supporting New Zealand innovation, but you’ll also receive a print subscription, an Idealog t-shirt and a copy of the new book by David Downs and Dr. Michelle Dickinson, No. 8 Recharged (while stocks last).