We think of New Zealand as a young country, and by many overseas standards it is but one company, W Wiggins Ltd set up in Wellington by Irish immigrant William Wiggins, has just celebrated its 150th anniversary.
Ponsonby News talked to the great, great, grandson of William Wiggins, Johnny Wiggins, who in 2014 set up a subsidiary of the firm in Ponsonby Road, W Wiggins Health and Beauty. Johnny confessed to us that he had moved a long way from the founder’s vision, but pointed out that his ancestor had to battle changing times too.
William arrived in New Zealand from Ireland in 1864 after a short stay in New South Wales. He was just 24 years old. He set up a leather and saddlery business, and his timing was impeccable. He became a major supplier of military equestrian equipment to the government for both the Boer War and the First World War. At this time the company employed 85 full-time staff.
After the First World War with the advent of the motor car and the consequent decline in demand for saddlery and harnesses, W Wiggins moved into first the shoe business, then bags, upholstery, and automotive re-trimming. In recent years they have become leading suppliers of industrial textiles, which they supply into the marine, transport, shade and agriculture industries.
And then along came great, great grandson Johnny. Did he carry on the family tradition? No, he did not. He went overseas, worked in sales for L’Oreal in London, also Pepsi, learning a lot about brands.
Johnny came back to New Zealand and joined the family firm. They were still doing well, but Johnny sensed that it was time to branch out into other areas in order to keep growing the business. He had built up a good understanding of the health and beauty industry and believed he could bring new products to New Zealand that consumers would love. He was nervous about bringing these radical ideas to the Wiggins board, but they gave him the green light to go ahead. A subsidiary of Wiggins Ltd began. Johnny is still answerable to the Wiggins board, but his quick success, although challenging, has led them to accept what he brings to the company.
Johnny started his subsidiary with one major product - Collection cosmetics from the United Kingdom, which he got into Countdown supermarkets. After two years, he has six international cosmetics and skincare brands that sell in several major New Zealand retail outlets, including Farmers, Life and Unichem pharmacies and The Warehouse.
We asked Johnny for the secret of his success. He told us that he presents a point of difference to clients, his company is small and flexible, and can provide what customers want. He quoted some of the international companies such as L’Oreal who demand “this is how we do it” for customers. For example, Johnny Wiggins and his team designed a display unit for Countdown to exactly fit the space they were allocated.
Johnny Wiggins is far from resting on his laurels. He goes to trade shows worldwide seeking new products.
He is excited about one new product nearly ready to hit New Zealand shelves called The Balm. “It will be a game changer for us,” he told me.
The board of the 150-year-old W Wiggins Ltd must be happy with how the great, great, grandson of their founder is running his subsidiary or they would have pulled the plug on him by now.
It all goes to show how diversification can continue to support a company which thrived in the horse and cart era, yet not only survives but flourishes 150 years later in the 21st century.
I’m sure the original Irish immigrant would be proud of his descendent Johnny Wiggins and we at Ponsonby News wish him well. (JOHN ELLIOTT)
www.wwigginsbeauty.com