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Eiderdown’s commitment to manufacturing and selling high-quality New Zealand-made duvets is being rewarded with sales growing by 40 percent over the past year.

In what turns the tables on the usual story of outsourcing production overseas, is making duvets and pillows in Dunedin and selling them to a growing online marketplace.

Eiderdown sales director, Lucas Mills says the company’s success is thanks to a new strategy focusing on fewer products and unlocking the power of the online consumer market.

“We’ve sold directly to Kiwis for a number of years; last year we reviewed our direct-to-consumer marketing strategy and began targeting Australian customers as well. Over the past 12 months using targeted online advertising combined with its brand becoming known for quality NZ-made bedding, sales have jumped by 40 percent.”

Eiderdown’s Dunedin workshop employs a team of seven staff who are responsible for all aspects of the business including ethically sourcing inputs, design, manufacturing, online marketing and dispatch of orders through New Zealand and Australia.

The company takes immense pride in making duvets of unparalleled quality, Every duvet and pillow is meticulously designed and stitched by skilled artisans, using premium-grade materials. It offers a choice of fillings which comprise ethically sourced Hungarian goose or duck down, New Zealand sheep wool, and New Zealand alpaca

wool. Farming is the backbone of the economy and Eiderdown is proud to source New Zealand wool from farms across the country. Its wool is combed and carded in Christchurch.

For more information about and their New Zealand-made duvets, visit

Photo:   Mandy Laing sews a wool duvet at the Eiderdown factory in Dunedin.

Glenn Baker

Glenn is a professional writer/editor with 50-plus years’ experience across radio, television and magazine publishing.


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