THE SUCCESS SECRETS OF JOSIE AND SOPHIE’S FASHION BUSINESS

Careful costs. Being based in Martinborough means low overheads, especially significant in the set-up phase Being modest. “We don’t need the flash stuff. We’re often happy to make do,’’ says Sophie. Attracting loyal customers. “We have some customers that have only ever worn Thundies undies. It’s an inter- generational thing – they grew up with Thunderpants,’’ says Josie. Being prepared to change with the times. “We have changed our model so many times over the years to accommodate being predominately New Zealand-made and have now ended up with an online business,’’ says Sophie. Being transparent about the supply chain. The sisters source material from one supplier in Auckland, and a team in Carterton make the garments. “It’s essential that we retain the ability to get things locally. We wouldn’t have been able to do what we did in 1995 if we had to look offshore for everything,’’ says Josie. thunderpants.co.nz