Distinctive design doesn’t protect you from being copied, with Australian Intellectual Property laws more lenient than those of Europe and the US. David Trubridge talks about taking on the lax Australian replica industry.
Anathoth Farm uses familiarity and New Zealand heritage to build customer connections with Kiwis outside New Zealand, in particular on Australian supermarket shelves.
While in Australia Freedom Furniture tries to maintain exclusivity, in New Zealand it’s working hard to change that perception and appeal to younger buyers who think they can’t afford the brand.
Jucy has done a great job to create a unique position for the brand and I bet if you asked their customers to define them in a few words they’d all say the same thing: fun, quirky, low cost. But how will they fare as the brand matures?