Ecostore celebrates 30 years of sustainable innovation

Ecostore celebrates 30 years of sustainable innovation

This year, ecostore – New Zealand’s leading sustainability brand – turns 30. To celebrate the part Kiwis have played in their journey and say thanks for the inspiration they’ve provided, the company is launching a new campaign, “#30YearsOfEcostories”.

The campaign is led by Antonia Prebble, who shares her own ecostories and encourages other people all over Aotearoa to describe how ecostore products have impacted their lives. Customers can enter their ecostories at and will be entered into a draw to win a year’s supply of ecostore products. Antonia, a long-time supporter of the brand who is best known for her roles in Outrageous Fortune, Westside and Shortland Street, was excited to be involved.

Prebble says “I love ecostore’s values and how committed they are to them. How they put the people and planet first in everything they do. How sustainability is at the forefront of their thinking since day one and the reason this company exists. I trust their integrity. And I love that they’re New Zealand owned and operated. Being able to really trust a brand is a great thing.”

Additionally, three new products are set to hit the shelves, each designed to make it even easier for consumers to reduce their carbon footprint, water usage, plastic waste, and health concerns: 3X Concentrate Laundry Liquid, Toothpaste Tablets and Laundry Capsules will all be available in the coming months.

These new product launches continue a long history of sustainable innovation that began when ecostore was founded in Mamaki, a small ecovillage in New Zealand’s far north, in 1993 by Malcolm and Melanie Rands. Originally, the company was a mail-order business selling home and body care products, using natural ingredients that are healthy and safe for people and the environment.

Fast forward 30 years, ecostore is now a global brand, recognised for its sustainability practices, in more than 15 international markets, selling 260 SKUS across home, body, and baby products in supermarkets across New Zealand and Australia, as well as online in Asia.

Ecostore group CEO Pablo Kraus

Ecostore group CEO Pablo Kraus, who took over the reins from Malcolm Rands in 2017, reflects on the company’s 30th anniversary.

“30 years is an incredible milestone for ecostore. We have achieved this success through the hard work, passion, and dedication of our 120 team members across our businesses in Auckland, Melbourne, Tokyo, and Shanghai. Never resting, we’ve dedicated 30 years to making products that are safer for families and the environment, investing in sustainable business practices, product, and packaging innovations, and providing our customers with hardworking, highly effective products. We’d like to thank our customers for putting their family’s health first, and for inspiring us to continue to push the bar higher.”

As ecostore marks its third decade, a recent Kantar Better Futures 2023 report has once again ranked the company as the number one sustainable brand in New Zealand, for the tenth year running. It’s the perfect birthday present for a company that has always been driven by the best interests of its customers.

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