Migrant brings Bliss to feet

By ELLEN READ

Going against the trend of New Zealand companies setting up camp in China, Brian Chen is bringing the Chinese to work in Auckland.

The 35-year-old Guangzhou native moved to New Zealand two years ago in search of a better lifestyle. Having set up and run a software business for 10 years, he felt it was time for a change and wanted the chance to spend more time with his wife and three children.

"I went from knocking on a keyboard to knocking on feet," he said of his new business, Bliss Reflexology, an upmarket Newmarket salon where customers enjoy an hour of the ancient Chinese practice.

"New Zealanders use bare feet a lot and they don't take care of them enough," Chen said.

Bliss opened 13 months ago, funded by Chinese investors from here and China, and Chen plans to open his second shop in coming weeks.

This time, he's gone for an inner city location at the Crowne Plaza hotel with a view to attracting tourists and the corporate market.

Six to eight months later he wants to have a shop in Wellington and to be franchising the salons. Australia also beckons as a stepping stone to Chen's planned global expansion.

"This [Newmarket] is just a small test for me. It's a way into the whole of Western culture," Chen said.

The mix of ancient Chinese medicine and the busy modern Western world is a winning combination for his business, he said.

"I can see the opportunity to make Bliss a global brand. I see people on Wall St and Sunset Boulevard waiting for us to take care of them."

A local investor is funding the second shop and Chen said others are queuing to fund further expansion.

He is in negotiations in Australia for the possibility of linking the salons to a chain store with 50 existing premises.

"A global brand from New Zealand with a Chinese character" is his vision.

Chen doesn't practise reflexology but brings in professional staff from China, some of whom have trained for 10 years.

"Reflexology originated in China so it makes sense to get the real trained people from there. They are the best."

He said the service fits well with an aging population. Bliss' typical customers are baby boomers who have the money to look after themselves and an appreciation of taking care of their bodies.

The Newmarket salon is a combination of traditional Chinese style and modern convenience. It can cater to around a dozen customers at a time.

Chen said it has a very different look to a reflexology studio in China, which would have up to 200 chairs.

"In some Chinese cities there are more reflexology places than post offices in the central city," he said.

Setting up and running a business in New Zealand has been a breeze for Chen.

"New Zealand is one of the best digitalised countries in the world in terms of online information. I can get everything I need to know on my computer," Chen said.