Activewear brand LSKD is continuing with its retail expansion in New Zealand, with a new store set to open in Ponsonby Central later this month. Pictured is the most recent store in Mount Maunganui.
Activewear brand LSKD is continuing with its retail expansion in New Zealand, with a new store set to open in Ponsonby Central later this month. Pictured is the most recent store in Mount Maunganui.
Australian activewear brand LSKD is set to open its fourth New Zealand store later this month.
The brand originally started in 2002 under the name Loosekid, before transitioning to the name LKI from 2007 to 2018.
Now under the name LSKD, the business has grown significantly.
Founder andchief executive Jason Daniels says its revenue has risen from A$3 million to A$155m in six years.
The business originally operated through an e-commerce model and an online store before it began rapidly opening physical locations, achieving more than A$10m in NZ online sales alone.
It currently has 24 stores, the latest opening in Adelaide, including three stores in New Zealand. The fourth will open in Ponsonby central on August 30.
Daniels hopes to have nine to 10 stores across New Zealand.
“We opened our first store in Takapuna in November last year, and then Christchurch this year in March, and then recently in Mount Maunganui ... I’ve been over for all of them, and then I’ll be over for Ponsonby Central as well,” Daniels said.
“We’ve really tried to focus on creating something bigger than ourselves, but at the same time, really honing in on the functional fitness community through training, running, and local athletes.”
More than 900 people attended the LSKD opening in Christchurch.
Jason Daniels, CEO and founder of LSKD, says he tries to stay humble as the business has grown. Photo / LSKD
The business has been entirely self-funded.
LSKD has also expanded into the US, with a team of 12 currently based in San Diego and Austin, along with a retail store and community room for customers.
The business has a third-party logistics warehouse in California set to go live in October, laying the platform for more physical locations across the US.
Scouting locations for the business in the US is Rachel Kosiak, who is moving from New Zealand to the US to build the company’s brand.
“It’s really cool trying to develop our team and help their careers grow. Whether it’s the New Zealand team or the Australian team, the fact that they have an opportunity to travel the world, it’s exciting.
“We’re starting to see a lot of growth in other countries as well, as we’re seeing functional fitness really grow around the world.”
Daniels has big ambitions for the brand and hopes one day it can compete with international sportswear brands across the world.
Although market share wasn’t on his mind. The key to success for Daniels is staying grounded and true to the identity of the company, something he said he “doesn’t want to lose”.
“In 2010, when I went fulltime, when I finished being a chippy and I was in my early 20s, I don’t think I would have handled it.
“It’s very surreal. I didn’t expect it to, if I’m honest, to grow this fast. We don’t share this too much, but our first five-year goal was to just hit A$10m and be profitable, and stay true to who we are.”
Daniels likened the company’s success to that of a sports team like the All Blacks, saying they are only as good as their last game.
Daniels said he couldn’t wait for customers to see the Ponsonby central store, which features a mural by local artist Andrew Steele.
Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.
