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Wellington firm Powershop has been named the world’s top challenger energy brand at a global industry conference in Iceland.  

Ari Sargent (pictured), CEO of Flux Federation which owns and licenses the Powershop platform and brand in New Zealand, Australia and the United Kingdom, accepted the award at the Charge Energy Branding Conference in Reykjavik.  

Sargent says it’s a huge moment for the Wellington company, which entered its first international market in Victoria, Australia in 2012.  

“Powershop began as an experiment in Wellington in 2009, and now has over 200,000 customers in three markets worldwide. The award recognises a unique offering, innovation and putting the customer first, which is what Powershop is all about.” 

Sargent says the win gives Flux momentum as the company looks to expand its Powershop brand into new markets across the world. The company employs 150 developers, analysts and designers at its headquarters on Customhouse Quay.  

“It’s a significant win for Flux and New Zealand’s energy industry. It’s a global award with strict selection criteria, and Powershop was the only non-European finalist. Judged by a panel of international industry experts, the ‘Best Challenger Brand’ award validates Powershop’s appeal worldwide as a brand customers love.

“The industry continues to be one of the most successful consumer confusion programmes of all time. But Powershop takes the traditional way of interacting with a power company and turns it on its head. 

Powershop beat four European and British energy brands to take out the award, including Igloo, Illumina, and EasyPower, an affiliate of the multinational company that operates EasyJet.  

Glenn Baker

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


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