Forsana expands retail reach across New Zealand & Australia

Forsana has secured new nationwide retail distribution deals in New Zealand and is expanding sales to its Australian customer base. The Christchurch-based retailer and manufacturer expects the move to put its products in more than 600 retail outlets.

The company has signed an agreement with Farmlands and will range its water tank treatment products in Mitre 10 stores across New Zealand. These contracts are expected to add more than 100 retail doors and increase production by hundreds of thousands of litres over the next five years.

Forsana sells hydrogen peroxide-based cleaning and water purification products and has built a trans-Tasman eCommerce channel that has delivered to more than 100,000 customers in Australia. In New Zealand, its products are already stocked by supermarkets, pharmacy chains and hardware stores.

The Farmlands deal targets farmers and rural property owners who rely on tank water systems, increasing access to its water purification products in remote parts of the country.

The Mitre 10 expansion adds another national retail channel as demand grows for household and plant-care products marketed as more sustainable alternatives to traditional chemical cleaners. Forsana says tighter rules on some substances and changing consumer preferences are reshaping the market for cleaning and treatment products.

Research cited by Forsana shows the global natural household cleaners market is projected to grow by 8.5% a year over the next five years, reaching almost USD $13 billion by 2030.

Product focus

Forsana's range is centred on hydrogen peroxide, which it says breaks down into water and oxygen rather than leaving toxic residue. That chemistry has helped the product gain traction not only in household cleaning and water treatment, but also in plant care.

Dan Hawke, Co-Founder of Forsana, said the product had a long history but newer applications were broadening demand.

"First developed more than two centuries ago, hydrogen peroxide was originally used as a disinfectant during the World Wars," said Hawke.

"In recent years, its use cases have widened significantly. Beyond household cleaning and water treatment, one of our fastest-growing markets is plant care, where it helps combat fungal infections and pests while promoting healthier root growth, seed germination and soil sterilisation," said Hawke.

"We have been working with an offshore company that has found a way to incorporate ionised silver into the formula. This helps stabilise the solution, preventing it from degrading as quickly as standard hydrogen peroxide and making it a significantly more effective and longer-lasting disinfectant," added Hawke.

Plant care, including hydroponics, is one of Forsana's faster-growing segments. It sits in a market between household cleaning, agriculture and horticulture, with products sold for both domestic and commercial use.

Regulatory push

Hawke said regulation was also influencing demand, pointing to tighter restrictions on phosphates and other chemicals as a factor pushing manufacturers and buyers towards alternatives positioned as safer and biodegradable.

Forsana says that trend has supported strong sales growth over the past two years, alongside the expansion of its physical retail footprint. The business says it has remained self-funded and profitable since launch.

Australia is now a key growth market, although the regulatory framework differs from New Zealand. In New Zealand, Forsana's product is approved as a hospital-grade disinfectant and has been used in sectors including healthcare and food processing. In Australia, however, it faces additional approval requirements before it can be marketed as a disinfectant.

Hawke said that difference was shaping the company's trans-Tasman strategy.

"The hydroponics sector is growing rapidly, and we believe our sustainable solutions are well positioned to meet market needs. Once we have established ourselves further in Australia, we want to expand into Asia and North America," said Hawke.

"In New Zealand, the product is approved as a hospital-grade disinfectant and has been widely used across industries, from healthcare to food processing," said Hawke.

"However, in Australia, the regulatory process is more complex, requiring additional approvals before we can market it as a disinfectant. We're currently working through these requirements to ensure full compliance, which will allow us to expand our retail and commercial presence there," added Hawke.

As it scales distribution, Forsana is also looking beyond independent outlets. It is seeking distribution partners and investment aligned with its expansion plans, particularly through larger retail groups and garden centre chains.

Hawke said the next stage would depend on partnerships that open new channels.

"At the moment, we're actively pursuing distribution partners and well-aligned investment opportunities," said Hawke.

"We're particularly keen to establish partnerships with larger organisations, such as garden centre chains or major retail groups, that can help expand our reach beyond the current network of predominantly independent retailers," concluded Hawke.