Top Home Appliances NZ Retailers: Why Folders Is a Smarter Choice
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Time to read 19 min
Introduction to Top Home Appliances NZ Retailers
The domestic home appliances NZ retail sector is a significant part of the New Zealand economy. The market size for this industry, including washing machines, is projected to reach $2.3 billion by 2025. The pandemic increased the importance of home appliances, with many Kiwis upgrading during lockdowns. Find more detailed statistics here
When it comes to buying appliances in New Zealand, shoppers have no shortage of options. Whether you're upgrading your kitchen, fitting out your laundry, or hunting for a great deal on a new fridge, knowing where to shop matters. From nationwide giants to family-owned independents, here’s a look at the top appliance retailers in NZ—and why Folders is proudly different.
The washing machine market in New Zealand is very competitive, with major retailers like Noel Leeming and Harvey Norman along with a multitude of small independents competing for customers. This competition often leads to better deals, especially during sales. Knowing which retailers specialise in specific brands or offer better after-sales service is beneficial. Timing your purchase around key retail events can also save you money.
From nationwide giants to family-owned independents, here’s a look at the top appliance retailers in NZ—and why Folders is proudly different.
In fact we are so confident in our approach to retail we are happy to objectively assess our home appliances NZ competition giving credit where credit is due and being fair about what we beleive they could do better.
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1. Harvey Norman
The Positives
Harvey Norman is one of the most recognisable retailers in New Zealand, offering a broad range of products including appliances, electronics, computers, furniture, bedding, and homewares. With over 30 stores across the country and an established presence in both metro and regional areas, it is a convenient one-stop shop for many Kiwi households. As an Australian-owned chain, it competes directly with other major players like Noel Leeming and JB Hi-Fi, while maintaining its own unique positioning focused on promotions, financing, and physical retail.
One of Harvey Norman’s biggest strengths is its extensive product range. Whether you're furnishing a new home or replacing an old washing machine, the store offers depth and variety across every category. It is especially strong in the furniture and bedding sectors, carrying exclusive lines and well-known brands. Harvey Norman also offers frequent promotions and finance deals, such as long-term interest-free payment plans, which are particularly attractive to price-sensitive customers making large purchases. These marketing tactics have helped solidify the brand as a go-to for big-ticket items.
The Concerns
However, Harvey Norman is also known for a high-pressure sales environment. Many stores operate on a commission-based system, which incentivises staff to upsell rather than offer neutral, needs-based advice. This can result in a pushy shopping experience that turns off more research-driven or casual buyers. In addition, customer experiences can vary significantly depending on the store or even individual staff members. Some customers report excellent service, while others describe difficulty resolving issues post-sale, including delivery delays or warranty disputes.
Another common criticism relates to pricing. While Harvey Norman is known for its heavy promotions, some customers argue that the prices are artificially inflated before discounts are applied, creating the illusion of savings. This makes it difficult to know whether you're truly getting a good deal without doing price comparisons. Online shopping through Harvey Norman is available but still lags behind competitors in terms of user experience, product filtering, and real-time inventory visibility. Click-and-collect orders and delivery updates can also be unreliable, further undermining customer confidence in the online channel.
In Summary
Overall, Harvey Norman plays a strong role in the New Zealand retail landscape thanks to its physical footprint, extensive range, and aggressive promotional strategy. However, it faces increasing competition from both value-focused retailers and more modern, online-savvy stores. While it remains a solid option for shoppers who prioritise convenience and financing options, its mixed customer service record and pricing transparency issues mean it may not always be the best choice for those seeking expert advice or seamless shopping experiences.
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2. Noel Leeming
The Positives
Noel Leeming is one of New Zealand’s largest consumer electronics and appliance retailers. A subsidiary of The Warehouse Group , it operates more than 70 stores nationwide and an extensive online store. The brand is focused on selling technology, appliances, and home solutions with a strong emphasis on service, advice, and digital integration.
One of Noel Leeming’s key strengths is its wide product range in the tech categories . It stocks everything from kitchen and laundry appliances to smart home devices, mobile phones, and laptops. The chain partners with major global brands including Apple, Samsung, Fisher & Paykel, LG, and Dyson, giving customers access to the latest technology and appliances in one place. Their website and physical stores are well integrated, offering flexible fulfilment options like click & collect, in-store pickup, and home delivery.
Noel Leeming also positions itself as a service-oriented retailer , with offerings that go beyond product sales. Through its “Tech Solutions” team, it provides installation, repair, and tech support services — both in-store and in-home. This approach appeals particularly to customers who value guidance in setting up and using their new technology. It also helps differentiate Noel Leeming from price-focused retailers by adding a service layer that appeals to less tech-savvy or time-poor shoppers.
The Concerns
Despite these strengths, Noel Leeming is not without its criticisms. One commonly reported issue is aggressive pricing strategies , where recommended retail prices (RRPs) are set high and then heavily discounted during sales events — a practice that can make genuine value harder to assess. While this is common in retail, some customers perceive it as misleading.
Another area of concern is inconsistent customer service across locations. While many customers report friendly and knowledgeable staff, others have experienced poor service, especially with after-sales support or warranty disputes. Online reviews frequently mention long wait times on phone support, mixed results with delivery reliability, and the challenge of speaking with the right person to resolve issues.
There’s also a sense that Noel Leeming’s focus on upselling — especially for extended warranties, accessories, and services — can sometimes compromise the trust of customers who just want a straightforward purchase. Like Harvey Norman, the commission-based structure for sales staff can contribute to this feeling of pressure.
In terms of online shopping experience , Noel Leeming performs relatively well. The website is modern, supports live chat, and allows users to filter products efficiently. However, compared to pure-play e-commerce retailers or more tech-focused stores like PB Tech, it can still feel slightly geared toward in-store shopping, with occasional gaps in stock accuracy or delivery speed.
In Summary
Noel Leeming is a major force in New Zealand’s appliance and tech retail sector. Its strengths lie in breadth of range, national reach, and a commitment to service that includes setup and ongoing tech support. However, its reputation is occasionally undermined by pricing strategies that can appear unclear, and by uneven customer service experiences across its large network.
For customers looking for a comprehensive appliance and tech shopping experience , Noel Leeming offers solid convenience and expertise. But those seeking the lowest prices or highly specialised product knowledge may still compare it with niche retailers or price-focused alternatives.
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3. Smiths City
The Positives
Smiths City is a New Zealand-based retailer that primarily sells appliances, furniture, bedding, and consumer electronics. Founded in Christchurch in 1918, the brand has evolved over more than a century and remains a familiar name in the South Island, with some expansion into the North Island. It operates both physical stores and an online platform, targeting value-conscious Kiwi families and households seeking essential home products on accessible terms.
One of the key strengths of Smiths City is its deep-rooted presence in regional and provincial New Zealand. It has cultivated a strong base of loyal customers, particularly in the South Island, where its name is often associated with trust and longevity. The stores typically offer a warm, approachable shopping experience, focusing on core household categories such as fridges, washing machines, lounge suites, mattresses, and televisions. Its emphasis on practical, everyday needs resonates well with working-class and middle-income families.
Another notable advantage is Smiths City’s in-house finance and layby system , which makes it easier for customers to afford large purchases. The retailer has long been known for its accessible credit offerings, allowing customers to buy now and pay later through structured payment plans. This has become a defining feature of the business, particularly in regions where disposable income may be tighter. By offering its own credit rather than relying solely on third-party finance, Smiths City can tailor repayment options to its customer base.
In terms of product range, Smiths City stocks well-known brands in appliances and electronics but does not aim to carry the breadth of choice found at bigger chains like Noel Leeming or Harvey Norman. Its focus tends to be on practicality and value over premium or high-tech offerings. The furniture and bedding range is more prominent compared to some tech-focused competitors, and often caters to customers who want bundled solutions for furnishing an entire home.
The Concerns
However, Smiths City also faces several challenges. Its brand image , while trusted by older generations, is sometimes perceived as outdated, especially among younger consumers who gravitate toward trendier or more digital-savvy retailers. Its e-commerce platform , while functional, lags behind more advanced competitors in terms of features, filtering, and fulfilment efficiency. The website may not offer real-time inventory visibility, and delivery times can be longer than expected, especially in more remote areas.
Additionally, while the in-house finance model is a drawcard for many customers, it has also attracted criticism in the past for the high interest rates and fees associated with credit arrangements. Consumer advocates have occasionally raised concerns about whether these credit offerings are fully transparent or affordable for all customers.
Smiths City's store network is also geographically limited , especially in the North Island. Although it has made efforts to expand, it remains primarily a South Island retailer in terms of brand strength and market share. This restricts its ability to compete at a national level with giants like Harvey Norman, The Warehouse Group, or online-first stores that have nationwide logistics and stronger digital presence.
In Summary
In conclusion, Smiths City occupies a distinct niche in the New Zealand retail market. It offers solid value, reliable service, and accessible finance for customers looking to furnish their homes or upgrade essential appliances. While it may not have the scale or trend appeal of larger national chains, it thrives on local trust, practicality, and a longstanding reputation for helping Kiwi households get what they need. Its future success will likely depend on how well it modernises its digital offerings and adapts to a younger, more online-oriented audience—without losing the community-based strengths that made it successful in the first place.
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4. 100% Home
The Positives
The 100% Appliances Group is a network of independently owned and operated appliance retailers across New Zealand. Operating under the shared “100%” brand, the group includes more than 45 stores, many trading under names such as 100% Barrell’s, 100% Selectrix, or Extreme Appliances. While these stores vary in size and range, they collectively aim to offer competitive pricing and exceptional service, with a strong emphasis on local ownership and community engagement. This model allows 100% to compete with larger national chains like Harvey Norman and Noel Leeming by offering a more personalised shopping experience.
One of the group’s major strengths is its community presence. Each store is locally owned and often family-run, which fosters trust and loyalty among local customers. Shoppers frequently cite the friendly, knowledgeable service and willingness to go the extra mile—qualities often missing in larger, more impersonal chain stores. This has been validated by external recognition, such as multiple Consumer NZ People’s Choice Awards and strong Canstar Blue customer satisfaction scores , which consistently highlight areas like staff helpfulness, store layout, and value for money.
Despite being smaller in scale, the 100% Group benefits from centralised buying power, allowing it to offer prices that are often competitive with or better than larger competitors. Unlike some major retailers that rely on inflated “was/now” pricing tactics, 100% generally maintains transparent, honest pricing. Some stores also provide flexible finance options, layby, extended warranties, and delivery services—though the availability of these may depend on the individual store.
The Concerns
However, the decentralised structure also introduces several challenges. Because each store is independently managed, the product selection, store policies, and customer experience can vary significantly. For example, one store might stock the latest models of major appliance brands, while another may focus more on clearance stock or budget-friendly options. Similarly, return and warranty policies may differ, and after-sales support depends heavily on the store owner’s systems and service ethos.
Another notable weakness is the group’s relatively limited online presence. While 100% does operate a central website, it lacks the advanced features of more sophisticated e-commerce retailers. Many purchases still require customers to call or visit the store directly. This puts the group at a disadvantage, particularly as online shopping becomes more prevalent and customer expectations for digital convenience continue to grow.
Finally, the physical size of most 100% stores is modest compared to big-box competitors. This means that customers may find a narrower range of display models or brand options in-store, especially in urban centres. That said, the stores often make up for their smaller footprint with attentive service and tailored solutions that fit the specific needs of their communities.
In Summary
The 100% Appliances Group is a respected and trusted name in New Zealand retail, particularly strong in regional areas where local service and relationships matter most. Its combination of competitive pricing, strong customer satisfaction, and independent ownership creates a compelling alternative to national chains. However, inconsistencies between stores, limited online infrastructure, and smaller showrooms may pose limitations for some shoppers. For those who value personalised service and supporting local businesses, 100% remains an option in the appliance retail space.
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5. Heathcotes
The Positives
Heathcotes is a family-owned and operated appliance and electronics retailer with stores located primarily in the Waikato region , including Hamilton, Morrinsville, and Te Awamutu. With a legacy that spans over 70 years, Heathcotes has built a strong reputation for customer service, local loyalty , and expertise in consumer electronics and appliances . While it is smaller in scale than national chains like Harvey Norman or Noel Leeming, it punches above its weight in terms of trust, service quality, and community presence.
One of Heathcotes’ most defining strengths is its commitment to customer service . Unlike commission-driven sales environments, Heathcotes’ staff are known for their product knowledge and a genuine willingness to help customers find the right solution without pressure. This service-first approach has helped the brand maintain a loyal customer base, especially among households and businesses in the Waikato. Reviews and word-of-mouth feedback consistently mention the helpfulness of staff and the ease of dealing with the store, both in person and over the phone.
Heathcotes also stands out for its focus on appliances and tech — particularly televisions, whiteware, kitchen appliances, and mobile devices. It stocks top-tier brands such as Samsung, Fisher & Paykel, Bosch, LG, Panasonic, and Sony, and positions itself as a specialist in these categories. The retailer often matches or beats national competitors on pricing, especially during promotions, and has earned a reputation for offering fair, upfront pricing without the gimmicks or inflated discounts seen at larger chain stores.
Another advantage is the locally run and owned structure , which allows Heathcotes to be flexible and responsive to customer needs in a way that big-box chains often struggle with. The business is active in local sponsorships and events, reinforcing its community-oriented identity. For Waikato customers who want to support local businesses while still accessing a wide product range, Heathcotes provides an ideal balance.
The Concerns
However, Heathcotes does face limitations. Its geographic reach is narrow , with just a handful of stores concentrated in the central North Island. This means it lacks national visibility and reach, and it may be unfamiliar to shoppers outside the region. While it does offer online shopping through its website, it is not a dominant player in New Zealand’s e-commerce space, and its logistics and delivery capabilities may not match the scale or efficiency of nationwide retailers like Noel Leeming or Mighty Ape.
In terms of online experience, Heathcotes’ website is clean and easy to navigate, but it lacks some of the more advanced features seen on major e-commerce platforms. For example, stock availability is not always displayed in real-time, and delivery timeframes can vary depending on the item and location. While the online store serves its local customer base well, it does not yet rival pure-play online retailers in terms of user experience, national marketing, or fulfilment reach.
In Summary
In summary, Heathcotes is a strong regional retailer with an excellent reputation for service, fair pricing, and product expertise — especially in the appliance and electronics categories. It remains a go-to choice for many Waikato customers who value local support, honest advice , and a no-fuss buying experience. While its growth potential is naturally limited by its regional focus and modest online presence, Heathcotes remains an important and trusted player in New Zealand’s appliance retail landscape, particularly for those who prefer real people over big chains .
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6.Appliance Plus
The Positives
Appliance Plus is a New Zealand-owned retail group that specialises in appliances, furniture, and home electronics. With stores spread across regional and provincial areas, the company operates under the ethos of being “Your Local Store” , aiming to deliver friendly service, fair pricing, and practical home solutions to Kiwi households. It caters to customers who value convenience, community, and approachable staff — particularly in towns and rural centres that are often underserved by big-box chains.
One of Appliance Plus’s key strengths is its regional focus . Unlike national competitors that concentrate on metropolitan centres, Appliance Plus is deliberately positioned in smaller towns where it fills an important gap in the market. This allows it to build close relationships with customers and offer a more personalised, community-driven service . Many stores are independently owned and operated, allowing for a localised approach to product selection and customer care while benefiting from the buying power of a national brand.
Appliance Plus carries a broad range of household products, including whiteware, kitchen and laundry appliances, televisions, small electronics, and furniture. The product mix tends to focus on value and practicality over premium or luxury lines , with offerings from trusted brands such as Panasonic, Haier, Westinghouse, LG, and Samsung. Pricing is competitive, especially on core appliances and bundle deals, and customers often cite the brand’s transparency and affordability as key reasons for choosing them.
Another important feature of Appliance Plus is its in-store finance options , including “Easy Payment” plans and third-party financing. These services are attractive to customers making larger purchases, especially in areas where disposable income may be limited. Combined with regular promotions and package deals, these flexible payment methods help make big purchases more manageable for everyday consumers.
The Concerns
Despite its many strengths, Appliance Plus has some limitations. Its geographic footprint is focused on regional locations , meaning urban shoppers may not encounter the brand or have access to its stores. While this niche serves the retailer well, it does limit its visibility in larger markets. Additionally, its online presence is still developing . While customers can browse products online and request quotes, the e-commerce functionality is more limited than competitors like Noel Leeming or Mighty Ape. Online ordering, real-time inventory updates, and delivery logistics may not be as robust, depending on the store and region.
The brand’s decentralised structure can also result in varying customer experiences between locations. Because many Appliance Plus stores are independently operated, return policies, stock availability, and after-sales service may differ slightly from one location to another. This variability is similar to what is seen in other cooperative-style retailers like 100% Appliances.
In Summery
In summary, Appliance Plus is a valuable part of New Zealand’s retail ecosystem, especially in smaller communities. It offers reliable appliances and home goods with a local touch , competitive pricing, and finance-friendly options. While its online capabilities and brand awareness may be limited compared to national chains , its regional focus and community-based service model make it a strong option for Kiwis who prefer approachable, trustworthy retail in their own backyard. For customers outside metro areas or those who value shopping locally, Appliance Plus represents a practical and dependable choice.
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7. Folders
The Positives
Folders is a New Zealand-owned retailer that has grown from a small family business in Kaitaia to a serious player in the appliance, furniture, and home goods market. With one of the largest showrooms in Northland and a newly established Auckland distribution centre, Folders serves both local and nationwide customers through a hybrid of in-store and online retail. Its standout feature is a commitment to everyday low prices without relying on misleading sales tactics or inflated discounts. Unlike large chain stores, Folders emphasises transparent pricing and personable service , offering customers a more trustworthy and down-to-earth shopping experience.
Unlike many major retailers that rely on large marketing budgets and gimmicky sale tactics, Folders positions itself as a transparent, value-driven alternative. Their philosophy is simple: offer good products at fair and competitive prices year-round, without the tricks of inflated “was/now” pricing or limited-time-only pressure. This approach has earned the trust of customers seeking honesty and reliability.
The retailer stocks over 30,000 products across appliances, tech, furniture, homewares, and office essentials across home appliances NZ brands. Despite this vast range, it maintains a tight-knit, responsive team that offers genuine customer support. Folders prides itself on being approachable and service-driven, helping customers make informed purchases rather than pushing aggressive upsells. This mix of big selection with small-business values makes Folders uniquely positioned in the NZ market. This sets it apart from more sales-focused environments like Harvey Norman or Noel Leeming.
As an online retailer , Folders has made strong progress. Its website is easy to navigate, regularly updated, and supports nationwide delivery — including to rural addresses, which many large retailers struggle to serve efficiently. The addition of the Auckland distribution centre has improved its logistics capability, ensuring faster and more reliable shipping throughout New Zealand. Folders also provides real customer support alongside its online store, which is a major advantage in an era where many online purchases lack accountability or personal attention.
The Concerns
As a mid-sized business, Folders does face some limitations. Its brand recognition outside of Northland is still growing, and while its online presence is competitive, it does not yet have the same digital reach or marketing firepower as some national chains. That said, many customers appreciate its Kiwi-owned identity, consistent pricing, and commitment to real service — qualities that are increasingly rare in today’s retail environment.
Why Folders is a Strong Online Option
While Folders has roots in bricks-and-mortar retail, it has made significant strides in becoming a highly competitive online retailer — especially for appliances, furniture, and everyday household goods.
Here’s why Folders is a great online option:
✅ Massive Product Range
The online store features over 50,000 items across multiple categories, all accessible through a clean, easy-to-use website. Whether you're shopping for kitchen appliances, beds, electronics, or even office chairs, it's all available in one place — no need to jump between multiple sites.
✅ Everyday Low Prices — No Gimmicks
Unlike many competitors that rely on inflated RRPs and fake discounts, Folders operates on an everyday low pricing model checking the market regularly and pricing accordingly. Folders Price Drop indicator informs customers transparently that the product highlighted has dropped in market price significant and worth considering. That means what you see is what you get — no trick pricing, no countdown timers, no pressure to buy before Monday.
✅ Fast, NZ-Wide Delivery
With the addition of a distribution centre in Auckland , Folders is well-positioned to deliver quickly across the country — including to rural and hard-to-reach areas , a key advantage over some competitors. Their logistics setup is designed to support both large-item freight and small parcel delivery, making it seamless whether you're ordering a fridge or a frypan.
✅ Customer Support You Can Count On
Online shoppers often struggle to get help when something goes wrong. Folders is different — it backs its online sales with local customer service . You can talk to someone who understands your order, your location, and your concerns. That kind of accountability and follow-through is rare in online retail.
✅ Built for Kiwis, by Kiwis
Folders isn’t a faceless offshore company or part of a multinational chain. It’s a Kiwi business supporting Kiwi households , with strong local roots and a genuine commitment to making home life better for New Zealanders.
In Summary
In summary, Folders offers a compelling alternative to big-box retailers by combining the product variety of a major store with the personal service and integrity of a family-run business. It is especially well-suited to shoppers who value honest pricing, strong customer support, and the opportunity to support a homegrown company.
Folders stands out in the New Zealand retail landscape as a company that combines the product range and logistical power of a major retailer with the authenticity, service, and integrity of a family-run business . Whether you’re walking into their Northland showroom or shopping from Wellington, Christchurch, or the deep South, Folders offers value, trust, and support .
In an era of fast, impersonal transactions and scripted customer service, Folders brings real people, real service, and real prices to both in-store and online shopping — making it one of the most refreshing and reliable online retail options in New Zealand today.
