In this episode, we sit down with Pablo Kraus, CEO of ecostore, the New Zealand brand that’s made waves in the world of eco-friendly products. With over 30 years in the game, ecostore has become a leader in sustainable household and personal care. Pablo and his team have made transparency and innovation the heart of everything they do, and it’s paying off big time.
Today, ecostore products are staples in households from New Zealand and Australia all the way to China and Japan. With Pablo Kraus at the helm, ecostore is finding creative ways to connect with customers across different cultures. Pablo shares how a surprising collaboration with Sesame Street and other localised strategies are helping them stand out in an increasingly competitive market.
Keeping It Real: How Transparency is ecostore’s Secret to Success
For ecostore, authenticity isn’t just a selling point; it’s a non-negotiable and a foundation of their brand. Transparency is at the core of their brand, and it’s a big reason why they’ve built such a loyal customer base over the years. They were among the first in New Zealand to openly list every ingredient on their packaging, and that transparency has been a game-changer.
We believe customers deserve to know exactly what they’re buying. If you’re not fully transparent, people notice—and they remember.
With certifications like B Corp, ecostore’s commitment to doing good is clear, and it’s earned them an extremely loyal customer base.
“We were one of the first to embrace transparency “and today, it’s clear that this level of honesty resonates.”
For anyone building a brand, ecostore’s journey is a powerful reminder that prioritising trust goes a long way—it’s what keeps customers coming back for more
Adapting to Local Markets: Meeting Customers Where They Are
A big part of ecostore’s success also lies in smart, locally adapted strategies. Pablo understands that each market has unique preferences and expectations, and ecostore has tailored their approach accordingly. The most interesting of these strategies is a collaboration with Sesame Street in Japan to build market trust and credibility.
“In Japan, we partnered with Sesame Street characters like Cookie Monster and Elmo. It’s a fun way to introduce ecostore to families who might not have considered us otherwise.”
In their home markets of New Zealand and Australia, ecostore takes a different approach. Not only are their products stocked in retail giants Coles and Woolworths, they also stock in smaller independent stores.
“We work closely with local independent stores…Our customers here are looking for brands they can trust, and our partnerships with these trusted retailers strengthen that connection.”
By embracing each market’s unique culture, ecostore has succeeded in building local relevance and expanding its reach across diverse regions. As Pablo puts it, “Adaptability is key—it’s about meeting customers where they feel most at home with the brand.”
Sustainability as a Journey, Not a Box to Tick
For Pablo, sustainability isn’t just a buzzword or a checkbox to tick—it’s a journey, an ongoing commitment to reducing environmental impact. Sustainability is woven into every part of their operations, from the way products are made to how they’re packaged and delivered.
“We’ve introduced refill stations, concentrated formulas, and even sugar-based plastic packaging…“These choices reduce waste and show customers that sustainability is part of our DNA.”
Despite already being B Corp certified and part of a global network of businesses that meets the highest standards for corporate social responsibility, ecostore is deeply committed to continuous improvement.
“We’re always looking at ways to get better “whether it’s refining our packaging or sourcing more sustainable ingredients…Every little step adds up”.
For ecostore, every step is an opportunity to do better, and the impact is huge. Pablo emphasises that for them, sustainability isn’t a fleeting trend—it’s who they are and where they’re headed.
From Local Roots to Global Impact
It’s clear that ecostore’s journey towards building a sustainable, successful brand isn’t just a one-and-done effort. It’s about being real with customers, staying flexible to connect with local markets, and committing to sustainability as an ongoing mission. For anyone looking to make a positive impact, Pablo’s insights are a reminder that staying true to your values and meeting customers where they are can take you far—maybe even to Sesame Street!
