The Challenge
IKEA’s arrival in New Zealand came with global hype, sharp price points, and enormous brand love. Going head-to-head risked positioning Warehouse Stationery as the “not IKEA” option, a comparison we would never win on scale or fame. Instead, we aim win by confidently leaning into what makes us Warehouse Stationery: Kiwi-owned, locally present, and built for real New Zealanders and businesses.
My Role
With minimal resourcing and no existing framework, I put on my marketing hat and built a strategic POV from scratch. My goal: define how Warehouse Stationery should show up confidently alongside IKEA without trying to imitate them.
The Insight
The opportunity wasn’t to out-IKEA IKEA.
It was to double down on what IKEA isn’t: local, convenient, service-driven, and built for real Kiwi households and businesses.
It was to double down on what IKEA isn’t: local, convenient, service-driven, and built for real Kiwi households and businesses.
Our Point of Difference
Proudly Kiwi-owned → Support local, keep it homegrown.
More convenient footprint → Stores across NZ. Buy today, use tonight.
Assembly support → No allen key, no swearing, no problem.
Business-first benefits → BizRewards gives back to Kiwi businesses.
More convenient footprint → Stores across NZ. Buy today, use tonight.
Assembly support → No allen key, no swearing, no problem.
Business-first benefits → BizRewards gives back to Kiwi businesses.
Featured on 1News
The campaign gained national visibility when 1News featured it during their coverage of IKEA’s NZ app launch, a moment that placed Warehouse Stationery directly within the national conversation around IKEA’s arrival.
At the time, the business had no marketing team in place, meaning I led the strategy, creative direction, and media sourcing independently.
Seeing the work surface in mainstream news validated both the clarity of the idea and the confidence of the positioning. A proud moment of creating something so strong it entered the national conversation.
🔗 View on 1News
The Workspace Edit
Created as a digital lookbook, The Workspace Edit reframes home office furniture through real-world use, not showroom perfection.
It explores how one range can flex across distinct work styles, from Scandi calm to high-performance gamer mode, while remaining practical, accessible and design-led.
An editorial extension of the More Than a Flatpack thinking.
Creative Direction: Sam–Georgia Seddon
Styling: Lauren Olive
Photography: Tom Witte
Styling: Lauren Olive
Photography: Tom Witte
