Kiwi agency, Hoop, is expanding its offer to include a New Zealand-wide sales solution for grocery and retail. Hoop is the country’s first fully in-house integrated retail activation agency, purpose-built for the realities of modern supermarket and retail trading.
Launched on August 1, the agency is live with global health and hygiene giant Reckitt’s Essential Home business, the company behind Mortein and Airwick, as its foundation client.
Hoop is shaking up the traditional sales agency model with a boutique approach, offering a dedicated New Zealand-wide sales force for a limited number of carefully chosen clients. Tailored to today’s grocery and FMCG market, the Hoop sales agency completes the company’s end-to-end retail solution – spanning outsourced sales, co-packing, logistics, POS, and in-store merchandising.
“We’re going full circle,” said director Gavin Nixon. “Our clients already trust us with co-packing, logistics, and in-store merchandising – now we’re closing the loop with a sales force built for today’s data-led supermarket environment.
“There’s a real need for this kind of focused, modern solution, especially for suppliers moving from in-house teams or looking for more boutique agency support.”
A smarter sales model for a changing landscape
New Zealand’s supermarket landscape has undergone a fundamental shift in recent years, with retailers adopting advanced analytics tools, like the Dunnhumby data platform, to drive insight-led decisions. Under new supermarket commercial models, that shift has reshaped what’s required of sales teams.
Hoop Sales Agency is built specifically for this environment. It introduces an influence-based sales model, powered by data and delivered by a national team of territory sales managers trained in modern sales strategy and equipped with real-time performance tools.
“We’ve handpicked a team that’s fluent in today’s data-first environment,” said Nixon. “They’re commercial partners who know how to use data to build a business case and influence decisions at the right level.”
For multinational brands facing the complexity of managing sales teams in a small, competitive market, Hoop offers a smart alternative. The agency will work with a deliberately limited portfolio of non-competing brands, ensuring a high level of strategic focus given to each client. Backed by a 350-strong operations workforce and 30 years in business, the agency is positioned to deliver value from day one.
Reckitt Essential Home business signs on as a foundational client
Reckitt Essential Home business is the first client to sign on with the new agency, with Hoop representing its portfolio across Foodstuffs stores nationwide.
“We’re excited to be the foundation client for Hoop sales agency,” said Aaron Wilson, country manager essential home NZ, at Reckitt. “Hoop’s data-first, integrated approach gives us agility and the confidence that our in-store presence is aligned with today’s retail reality. It’s a strategic move for us, and the right one for the New Zealand market.”
“The landscape has changed, and brands are looking for partners who can help them navigate it,” added Nixon. “We’re thrilled to have the Reckitt Essential Home business on board and it sets a strong foundation for what’s to come.”
Closing the loop with a full-circle grocery solution
The launch of Hoop sales agency completes the company’s vision for a fully integrated retail services platform – the only one of its kind in New Zealand.
Alongside sales, Hoop offers a nationwide merchandising service to ensure products look their best at retail across all channels. It also manages point-of-sale materials and sample stock logistics, and operates an in-house co-packing and re-packing facility for promotional bundles or compliance packaging. This end-to-end model helps clients simplify operations by working with a single trusted partner.
“In a market this size, every efficiency matters. Our new model gives clients the intelligence to know where to play and the operational firepower to execute consistently and at scale. By consolidating services with one trusted partner, brand owners gain continuity and control, with zero compromise on execution,” said Nixon.
- Looking for quality representation in the New Zealand grocery sector? Let’s chat.
