Welcome to Sims Denbies Group – the newly merged force of Sims Consumer Brands NZ and Denbies Group AU, effective April 1, 2025.
As a strong Australasian business, we partner with leading retailers across New Zealand and Australia, delivering quality consumer products with standout service.
With roots dating back to 1983, our strengths lie in product innovation, sales execution, and long-term brand growth.
Together, we’re building the next chapter of retail excellence across Australasia and beyond.
Our Mission:
Committed to being a proactive, forward thinking company, in development, ownership, and support of evolving brands.
We are Dynamic and quickly adapt to our customers’ changing needs.
We Expect honesty throughout our team.
We are always open to New ideas.
We Believe in being respectful to our customers, suppliers and each other.
We drive thought leadership to promote Innovation; leading to transformative change
We strive for Excellence within our team to deliver positive experiences
We make conscious choices about Sustainability, leading to a better world for everyone.
Our Vision:
To have a portfolio of recognised brands and products that contributes positively to daily life.
To maintain our position as a supplier of innovative and high quality brands and products, Denbies Group only represent brands which improve customers daily life in a sustainable way.
Our culture of continuous improvement sees us constantly exploring our impact on the environment around us and, through innovation, allows us to choose sustainable options. We believe that innovation is the key to future business growth, a new way of doing things, both within our company and in the brands we own.
As a group member of APCO, we are required to submit an APCO Annual Report and Action Plan annually. The below document is our Annual Report and Action Plan for the Financial Year 2024.
Denbies Group Annual Report & Action Plan FY2024