From Kiwi Dream to Global Success: The Huski Story
Isabel Chen
Content Marketing Manager
In our latest exploration of successful brand journeys, we had the exciting opportunity to speak with Aaron Huesser, Huski’s Marketplace Manager. Aaron’s role is pivotal in guiding Huski’s growth on Amazon, and his insights offer a fascinating glimpse into how this innovative Kiwi brand has leveraged selling in the Amazon Store to achieve impressive global success.
Can you tell me the origin story of Huski? What is your role in the business?
The idea struck in 2016, when founders Simon and Meika travelled back from the UK to New Zealand. Looking for something to keep their beers cool in the hot kiwi sun, they realised that there were no suitable products being sold locally and overseas products that could be bought online didn’t fit New Zealand cans and bottles, so they took the initiative to create their own and in 2017, premium drinkware brand Huski was born.
It’s now our mission to design products that are high-performance, built to last and timeless in style so that it’s better for our customers and the planet. We now offer a multi-award-winning range of insulated drinkware including beer, wine and Champagne coolers, tumblers and flutes to customers all over the world.
As marketplace manager, my role is to position the business for long-term scalable success by leveraging new and existing online marketplaces to drive sales. A typical day would include creating new listings, optimising existing listings and managing ads, while also keeping an eye on inventory and making sure we have the right product, in the right place at the right time.
It’s now our mission to design products that are high-performance, built to last and timeless in style so that it’s better for our customers and the planet. We now offer a multi-award-winning range of insulated drinkware including beer, wine and Champagne coolers, tumblers and flutes to customers all over the world.
As marketplace manager, my role is to position the business for long-term scalable success by leveraging new and existing online marketplaces to drive sales. A typical day would include creating new listings, optimising existing listings and managing ads, while also keeping an eye on inventory and making sure we have the right product, in the right place at the right time.
Why did you start selling in the Amazon Store? How was your onboarding experience?
A representative from Amazon Australia approached us while at a trade event in New Zealand. They shared some insight into the Launchpad program and it sounded like an opportunity too good to miss, and we’re glad we didn’t! Amazon Australia support helped us to quickly understand the Amazon ecosystem, create and optimise our listings, promote our products and ultimately drive sales.
The onboarding experience was pretty smooth and it gave us a valuable jumpstart for international expansion.
The onboarding experience was pretty smooth and it gave us a valuable jumpstart for international expansion.
"We've seen strong consistent growth on Amazon Australia with Huski sales doubling every year for the last 3 years!"
Aaron Huesser
Marketplace Manager of Huski
In what specific ways has Amazon Australia facilitated the expansion and success of your business, including support through marketing tools, logistics, and seller programs?
We’re based in New Zealand which is a relatively small market and when we looked to grow internationally Amazon was a great partner. Amazon Australia offered an opportunity to connect with a much bigger audience, and together with Fulfilment by Amazon (FBA) they make it a lot easier to reach those customers because they manage a lot of those challenges with warehousing, logistics, and customer service. FBA made it easy to launch quickly with relatively low risk because we didn’t need to set up our own warehouse or look for 3PL partners. This meant that with relatively low investment we could test consumer appetite for our products, quickly.
Since stepping into Australia, we have launched with FBA in the United States, United Kingdom and Canada, and we utilise Remote Fulfilment which lets Amazon fulfil our orders across borders into Mexico and Europe. We have also adopted Amazon’s Multi-Channel Fulfilment program in the UK which provides reliable fulfilment for other online sales channels.
Since stepping into Australia, we have launched with FBA in the United States, United Kingdom and Canada, and we utilise Remote Fulfilment which lets Amazon fulfil our orders across borders into Mexico and Europe. We have also adopted Amazon’s Multi-Channel Fulfilment program in the UK which provides reliable fulfilment for other online sales channels.
“Promotional opportunities on Amazon Australia can drive significant sales volume, on Prime Day 2024, Huski’s product sales increased 15x compared to the previous week."
Aaron Huesser
Marketplace Manager of Huski
How do you envision the future growth and evolution of your business over the next 5 years? and what strategies are in place to address potential market changes?
We want to continue to create innovative products that people love.
We're excited to keep building the Huski brand and see it in even more places worldwide. We've already made a start in some key markets like Australia, the US, the UK, Canada and Japan, but we're keen to make an even bigger splash there and beyond.
We try to stay flexible so we can adapt to change and make the most of it. We’ve done this by diversifying our markets and selling through multiple channels.
We're excited to keep building the Huski brand and see it in even more places worldwide. We've already made a start in some key markets like Australia, the US, the UK, Canada and Japan, but we're keen to make an even bigger splash there and beyond.
We try to stay flexible so we can adapt to change and make the most of it. We’ve done this by diversifying our markets and selling through multiple channels.
Reflecting on your experience selling in the Amazon Store, do you have tips or advice for future entrepreneurs out there who are considering selling in the Amazon Store?
We started this adventure in New Zealand, but we now sell Huskis all over the world and a big part of our growth has been the partnership with Amazon. The journey can be a bit of a rollercoaster but with the tools available today from Amazon in particular, there has never been an easier, faster, or cheaper time to explore whether your idea has potential or not.
Top tips - be persistent but open to change and don’t put all your eggs in one basket.
Top tips - be persistent but open to change and don’t put all your eggs in one basket.
Location
Australia
Category
Kitchen & Dining
Amazon launch
2019
