Exporting Kiwi ingenuity is always a positive, but this can’t be real.
Celebration Box already found itself in heaps of controversy (and apparently debt) in 2018, when their rapidly growing startup began to sell poor quality confectionary boxes throughout New Zealand.
The company has now moved on to expand their reach overseas, starting with Australia. On Monday, Celebration Box launched a global Instagram page, along with a new .com website and branding.
With the new year and nearly six months of backlash behind them, the company still seems to be conducting business, or at least their global launch, haphazardly and without any real focus on consumers.
Their global Instagram page displays a selection of wrapped chocolate and candy gift assortments. Yet, a closer look at the website displays the same exact products that are sold in New Zealand, featuring unwrapped doughnuts and lollies. The only difference is that you can select shipping to Australia and elsewhere throughout the world. Maybe the company will do its due diligence and stop orders on perishable products, but the company’s eagerness to push overnight shipping to Australia seems to suggest otherwise.
Their Triumph & Disaster gift box is a step in the right direction and reveals an opportunity to enable more global outreach for NZ businesses through the sale of gift boxes. However, the focus on selling candies and chocolates that can be bought from other confectionary box companies overseas provides limited value.
One hurdle to get over is the cost of shipping. Custom shipping food products require special care compared to clothing where drop shipping can usually be applied for savings. I would argue that opening a new warehouse in Australia is more feasible as the shipping costs can quickly stack up.
Secondly, Australia just introduced a new low-value GST on products valued at less than AU$1,000. So all import sales to Australia are now subject to GST. This could be a nightmare to deal with, as various brick-and-mortar shops have had to now pony up and enforce customers to pay GST in order to avoid facing a large tax bill.
Maybe Celebration Box can pull through if one of their Australian influencer friends endorse them. But Dessert Boxes and a multitude of other firms have locked in the Australian market with a full range of goodies that can be delivered next-day for much cheaper.