For high-end architectural hardware designers and manufacturers Halliday + Baillie, continuing to operate their business in New Zealand has presented many challenges. As they have navigated these challenges over the years – and continue to do so – many of their counterparts have closed or moved operations offshore to reduce costs.
“In our industry there are more businesses closing than opening,” Halliday + Baillie’s Tiffiny Hodgson says. “When this happens, you inevitably lose talent overseas, or those skilled people leave the industry, which is something that we need to stop happening.”
One of the saving graces for New Zealand manufacturers though, is the global reputation of New Zealand as a brand, separate from any individual company’s branding. It is the notion of New Zealand as being a somewhat exotic, niche market that often attracts global buyers to New Zealand products, and it’s something that has intertwined itself with the Halliday + Baillie brand as a central and defining part of their marketing.
“New Zealand has a reputation for high quality. While our labour costs are higher than in many traditional manufacturing countries, with that comes a higher quality and stringent standards,” Tiffiny says.