Kiwi diaper company Rascal and Friends is expanding to 24 countries

Kiwi diaper company Rascal and Friends has entered into distribution deal agreements with some of the world's largest retailers and says it will be on track to reach the $ 100 million turnover next year.

The Kiwi diaper company, which was launched in September last year, will expand to Australia in October with supermarket chain Coles and in Canada via Walmart and Great Britain, via Tesco, in January.

It has also signed deals to launch in supermarkets in Brazil, Mexico, Indonesia, Singapore, Thailand and China and will be in 25 countries next June.

Rascal and Friends co-founder and co-chief executive Grant Taylor says that a global presence on the market had always been the goal, now reality by friend and business partner Nick Mowbray.

Mowbray, who also founded toy company Zuru with millions of dollars, focuses on global expansion, while Taylor and his sister Louise Stainthorpe take care of product development.

"New Zealand is a great introduction market and we've been very well received here, but … we want to be one of the biggest diaper brands in the world," Taylor said.

Rascal and Friends says it sells 500,000 diapers every week.

Mowbray says that the growth rate of Rascal and Friends was faster than that of Zuru & # 39; s within the first two years of operations.

Rascal and Friends has been catapulted by social media on the road to success, relying on influencers and bloggers to promote his nappies and mothers to spread the word.

"With traditional ads you could not speak to your audience, but now we can really contact and listen to Mums.

"We really listen to our customers what they want in a diaper and what we can change in our product that suits them."

Mowbray says that Rascal and Friends would earn more than $ 100 million in revenues in the first two years of its business with regard to deals she had already signed.

"We want to build a $ 1 billion mark over the next five years."

The company is now engaged in hiring a job, together with universities to identify talent and graduates who can be sent to foreign markets. It currently has 25 employees.

The average age of a person in the Rascal and Friends team is 23.

"It's a great ride we have, we just have to make sure we keep in touch with our customers and what they really want," Taylor said.

"Mama & # 39; s are going to make the ultimate decision about our success."

Later in the year it will launch biodegradable baby wipes.

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