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Necessity delivers export reward

News release                                                                                               

August 5, 2008


Necessity delivers export reward


A successful maternity wear business founded in 2002 on the needs of one of its owners is commercial testimony that necessity really is the mother of invention.

Six years on and the concept has well and truly proved its worth with Auckland-based EGG now a finalist in the DB Breweries Auckland Emerging Exporter of the Year Award 2008.

The DB Breweries Auckland Emerging Exporter of the Year Award is one of four in the Air New Zealand Cargo Auckland Export Awards.  The award celebrates companies that have been exporting three years or less and have made the most remarkable export jump forward.

EGG based its entry on expansion within Southeast-Asia, the USA and current developments in Canada with its organics range as well as research into the UK market.

Offshore, EGG currently has two franchise stores in the Philippines, one in Singapore and stockists within the USA. 

In early May 2006, EGG’s first Manila store opened its doors in the prestigious Glorietta Ayala Mall. A second EGG franchise store opened only weeks later in Manila’s Mall of Asia.

EGG Singapore opened mid-2007 in the Vivocity shopping complex. EGG also has seven franchise stores across Australia and 10 in New Zealand.

The company began exporting in 2004 and today ships more garments offshore than it sells in New Zealand. Since 2003, EGG has averaged 26% growth in turnover year on year.

EGG plans to roll out more overseas stores funded by strong growth in its established markets where its net profit for the current year is 87 per cent more than budget.

EGG was hatched when designer and co-owner Charlotte Devereux couldn’t find any stylish maternity wear during her pregnancy.

Instead of bemoaning the lack of fashionable and practical clothing for expectant women, Charlotte decided to design them herself teaming with her mother Colyn Devereux-Kay to establish the business.

Since Charlotte’s pregnancy in 2002, the maternity wear market has grown at 28 per cent a year compared with two per cent growth in mainstream women’s wear.

The mother and daughter team puts EGG’s success down to constant innovation.

“EGG is not just about making stylish and practical clothes for mothers-to-be. It’s about supporting and advising women through a new and exciting time in their lives,” Colyn says.

“We have tried to stay ahead of the competition by remaining topmost in the minds of customers.”

Programmes developed by EGG that sets the brand apart from its competition include an annual EGG model search, an essential care range that looks after women’s wellbeing and an organics range capitalising on the trend toward sustainable practices and products.

The EGG collection clothing range has sub-ranges that make it affordable across various price points and which support different aspects of a woman’s lifestyle.

Because it is designing for different markets, the company now produces seven different trans-seasonal ranges twice a year to meet varying demographic and location needs.

All EGG clothing is designed in New Zealand and predominantly made here.

The export awards winners will be announced at a function in Auckland on Friday August 8.  For more on the awards visit





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