EziBuy
Retailer / private label
UnclaimedEziBuy was a New Zealand-founded multichannel retailer of clothing, homeware and gifts serving customers in New Zealand and Australia.
Last updated August 31, 2026
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Overview
EziBuy was a New Zealand and Australian multichannel retail business that sold clothing, homeware and gifts through catalogues, physical stores and digital channels. The company was founded in Palmerston North in 1978 by brothers Peter and Gerard Gillespie and their friend John Robinson. It began with a simple black-and-white catalogue distributed to local organisations and developed into a major direct-to-consumer retailer, retaining Palmerston North as its operational base throughout its history. The business initially focused on womenswear and menswear, using catalogue retail to reach customers beyond conventional shopping centres. Its later assortment expanded into homewares, gifts, childrenswear and specialist apparel. EziBuy marketed both its own or closely associated labels and a broad selection of branded ranges, including Capture, Emerge, Urban and Grace Hill. It also served plus-sized womenswear customers through labels such as Sara, Formfit, Deesse, Isobar Active Plus and Quayside Plus Size. Profile operated as a corporate-clothing business associated with the EziBuy group, while the company also held a shareholding in the New Zealand childrenswear chain JK Kids. EziBuy pursued growth through acquisitions. In 2002 it bought Myer Direct from Coles Myer, strengthening its position in Australian direct retail. It opened a new distribution centre in Palmerston North in 2006 and acquired the womenswear chain Max Fashions in 2007. At its peak before its sale to Woolworths in 2013, EziBuy was described as Australasia's largest fashion and homeware multichannel retailer. It reportedly mailed more than 23 million catalogues annually and processed over 1.75 million orders per year. Ownership changed several times after 2013. Woolworths acquired EziBuy in August 2013, but sold it in June 2017 to Alceon Group. Alceon subsequently acquired Pumpkin Patch in 2018 and enabled the childrenswear brand to be relaunched through EziBuy. In 2019, Noni B Limited acquired a 50.1 percent interest in EziBuy through a nominal consideration transaction intended to support digital growth and provide access to the New Zealand market. Noni B later became Mosaic Brands, which acquired the remaining interest in 2021. The company experienced severe pressure during the COVID-19 period. EziBuy announced a restructuring in 2021 after reporting a loss of NZ$28.9 million for the financial year ended June 2021, according to the cited reference material. In April 2023, Mosaic Brands placed EziBuy into administration. Its remaining physical stores were closed and the business moved to an online-only model while restructuring was considered. EziBuy entered liquidation in July 2023, with creditors reportedly owed more than NZ$100 million. The liquidation marked the end of the operating retail business, although some associated labels and intellectual-property assets may have had separate treatment.
History
EziBuy was established in Palmerston North, New Zealand, in 1978 by Peter and Gerard Gillespie and their friend John Robinson. Its first retail proposition was direct catalogue selling of womenswear and menswear. The initial catalogue was a modest folded black-and-white A3 sheet mailed to local organisations, but the model gave the company a way to reach customers outside traditional retail centres. Matt Toynbee joined the Gillespies about five years later and was subsequently credited by the founders with making a substantial contribution to the company's development. EziBuy remained based in Palmerston North and built its infrastructure around catalogue fulfilment, customer service and distribution. Its offer broadened from core apparel into homeware and gifts, while its reach expanded across New Zealand and Australia. The company combined direct mail, telephone ordering, physical retail and, later, online commerce. Its portfolio included a mixture of EziBuy-associated labels and external brands. Capture, Emerge, Urban and Grace Hill were among the labels promoted through the business. It developed specialist plus-size womenswear ranges including Sara, Formfit, Deesse, Isobar Active Plus and Quayside Plus Size. The company was also associated with Profile, a corporate-clothing business, and held a shareholding in JK Kids, a nationwide New Zealand childrenswear chain. The first major expansion step identified in the available reference material came in January 2002, when EziBuy purchased Myer Direct from Coles Myer. In January 2006 it opened a new distribution centre in Palmerston North. In 2007 it acquired Max Fashions, a womenswear retail chain, extending its presence beyond the catalogue channel. The company's direct-marketing capabilities were recognised when it won the Keith Norris Direct Marketing Organisation of the Year Award in 2012. In August 2013, Woolworths acquired EziBuy. At the time, EziBuy was described as the largest fashion and homeware multichannel retailer in Australasia. Its operating scale was reflected in the distribution of more than 23 million catalogues a year and the processing of over 1.75 million orders annually. Woolworths later sold the business to Alceon Group in June 2017. The purchase price was not disclosed in the cited material. Under Alceon, EziBuy became connected with the Pumpkin Patch childrenswear brand. Alceon acquired Pumpkin Patch in October 2018, enabling a relaunch of the brand through EziBuy's retail platform. In 2019, Noni B Limited acquired a 50.1 percent stake in EziBuy from Alceon in a transaction described as a one-dollar or nominal-consideration sale. The stated rationale was to increase EziBuy's digital sales and give Noni B greater access to the New Zealand market. Noni B changed its name to Mosaic Brands in November 2019, and Mosaic acquired the remaining 49.9 percent of EziBuy in October 2021 for a reported A$11 million. The business then entered a period of financial and operational distress. During the COVID-19 pandemic, EziBuy faced pressure from changing shopping patterns and reported a NZ$28.9 million loss for the year to June 2021. It announced a restructuring in August 2021. In April 2023, Mosaic Brands placed EziBuy into administration and proposed a further restructuring. The remaining stores were closed, leaving the brand operating online only. EziBuy entered liquidation in July 2023, with creditors reported to be owed more than NZ$100 million. On the basis of the available reference material, the liquidation ended EziBuy's operation as an active multichannel retailer.
- 2023
Administration, store closures and liquidation
[1]EziBuy enters administration in April, closes its remaining stores and moves online only before entering liquidation in July.
- 2021
Mosaic Brands acquires the remaining stake
[1]Mosaic Brands completes the acquisition of the remaining 49.9 percent interest in EziBuy.
- 2019
Noni B acquires a majority stake
[1]Noni B Limited acquires 50.1 percent of EziBuy in a nominal-consideration transaction.
- 2018
Pumpkin Patch joins the retail platform
[1]Following Alceon's purchase of Pumpkin Patch, the children's clothing brand is relaunched through EziBuy.
- 2017
Alceon Group acquisition
[1]Alceon Group acquires EziBuy from Woolworths.
- 2013
Woolworths acquisition
[1]Woolworths acquires EziBuy, then described as Australasia's largest fashion and homeware multichannel retailer.
- 2012
Direct-marketing award
[1]EziBuy wins the Keith Norris Direct Marketing Organisation of the Year Award.
- 2007
Max Fashions acquisition
[1]EziBuy acquires the womenswear retail chain Max Fashions.
- 2006
New Palmerston North distribution centre opens
[1]The company opens a new distribution facility at its long-standing Palmerston North base.
- 2002
Acquisition of Myer Direct
[1]EziBuy purchases Myer Direct from Coles Myer, expanding its direct-retail operations.
Products and positioning
A broad-assortment, value-oriented fashion and homeware retailer built around catalogue, online and store-based shopping, with particular depth in womenswear and extended-size apparel.
Apparel · 1978
Womenswear
Womenswear was central to EziBuy's catalogue and multichannel proposition. The range covered everyday fashion and included labels such as Capture, Emerge, Urban and Grace Hill. The company also developed specialist extended-size womenswear labels, making inclusive sizing an important part of its assortment.
Apparel · 1978
Menswear
Men's clothing formed part of EziBuy's original catalogue offer alongside womenswear. It remained within the broader apparel assortment as the retailer expanded into additional categories and shopping channels.
Apparel
Plus-size womenswear
EziBuy offered several labels aimed at plus-sized women, including Sara, Formfit, Deesse, Isobar Active Plus and Quayside Plus Size. These ranges extended the retailer's apparel coverage beyond standard womenswear sizing.
Home and lifestyle
Homeware and gifts
Homeware and gifts became important non-apparel categories within EziBuy's catalogue and online assortment. They supported the company's positioning as a broader lifestyle retailer rather than a clothing-only specialist.
Corporate clothing
Profile
Profile was a corporate-clothing business associated with EziBuy. It extended the group beyond consumer fashion into apparel supplied for organisational and workplace use.
Children's clothing · 2018
Pumpkin Patch
Pumpkin Patch was a New Zealand children's clothing brand acquired by Alceon and subsequently relaunched through EziBuy's retail platform. Its inclusion broadened the group's childrenswear proposition.
Brand decisions
2023
Move to online-only tradingStrategyBackground
Mosaic Brands placed EziBuy into administration and sought to restructure the retailer.
Action taken
EziBuy closed its remaining stores and continued as an online-only retailer during the administration process.
Aftermath
The brand entered liquidation in July 2023, with creditors reportedly owed more than NZ$100 million.
Reported creditor claims. More than NZ$100 million owed (July 2023)
2021
Mosaic Brands purchases the remaining interestM&ABackground
Mosaic Brands already held a majority interest in EziBuy and moved to consolidate ownership.
Action taken
Mosaic Brands acquired the remaining 49.9 percent stake.
Aftermath
Mosaic Brands became the sole owner of EziBuy.
Consideration for remaining 49.9 percent stake. A$11 million (October 2021)
2021
Restructuring after pandemic-era lossesStrategyBackground
EziBuy reported a NZ$28.9 million loss for the financial year ending June 2021 amid the COVID-19 period.
Action taken
The company announced a restructuring in August 2021.
Aftermath
The restructuring did not prevent the business from entering administration in 2023.
Reported loss. NZ$28.9 million loss (Financial year ended June 2021)
2019
Noni B takes a majority stakeM&ABackground
Noni B sought to increase digital sales and gain access to the New Zealand market.
Action taken
Noni B Limited acquired 50.1 percent of EziBuy from Alceon in a nominal-consideration transaction.
Aftermath
EziBuy became part of the group that later adopted the Mosaic Brands name.
Consideration for 50.1 percent stake. A$1 nominal consideration (2019)
2018
Relaunch of Pumpkin Patch through EziBuyStrategyBackground
Alceon had acquired the Pumpkin Patch children's clothing business and had access to EziBuy's established retail platform.
Action taken
Pumpkin Patch was relaunched through EziBuy.
Aftermath
The move expanded EziBuy's childrenswear and brand portfolio.
2007
Acquisition of Max FashionsM&ABackground
EziBuy was broadening its apparel presence beyond catalogue retail.
Action taken
It acquired the womenswear chain Max Fashions.
Aftermath
The transaction added a physical womenswear retail chain to EziBuy's multichannel model.
2002
Purchase of Myer DirectM&ABackground
EziBuy sought to expand its direct-retail operations in the Australian market.
Action taken
The company purchased Myer Direct from Coles Myer.
Aftermath
The acquisition became part of EziBuy's broader expansion as a trans-Tasman catalogue and multichannel retailer.
Sources1 sources
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