Freshbrush rebrands as Toothcrush, readies for Aussie expansion

  • News
  • July 13, 2017
  • Benjamin Mack
Freshbrush rebrands as Toothcrush, readies for Aussie expansion

It has been a busy past few months for Toothcrush, formerly known as Freshbrush. The first-of-its-kind service – which mails a new, 100 percent biodegradable toothbrush to subscribers each month – has grown to more than 4,000 subscribers throughout Aotearoa, and now plans on expanding into Australia this spring.

We caught up with founder and CEO Annabel Hurman. Here’s what she had to say.

Idealog: Why the new name?

Annabel Hurman: We couldn't trademark Freshbrush in overseas markets, and so we’ve changed our name so that the rest of the world can subscribe to a better toothbrush. It’s hard saying goodbye to the name Freshbrush as it was with us from the start! But we’re sure people will crush on their Toothcrushes just as much.

How many subscribers do you currently have?

We have around 4,000 subscribers as of the end of June. Our children’s brushes have just become available for ordering and in the 5 days since the launch we’ve had 150 children’s brushes ordered. So we are super excited about that. One of the main motivations behind the idea of Toothcrush was my frustration at having to choose a gender stereotyped cartoon toothbrush for my kids.

Has the success surprised you?

We’ve been really pleased with how well it’s gone for the last 6 months, but I’d be reluctant to call us a success just yet! It’s early days and we have plenty of challenges ahead of us.

What’s been the biggest lesson you’ve learned so far?

Oh my gosh, it's been such a steep learning curve, it’s hard to pick out just one!

Why do you think no-one else has come up with this concept (toothbrushes delivered by mail) before?

I bet that loads of people have thought about it! But it’s great to be the first ones to actually do it and deliver an environmentally conscious choice.

So what comes next?

So our next big step is moving into the Australian market. We will be delivering our Toothcrushes to Australia by September this year.

Anything else you’d like to say?

We are super excited to be able to offer customised Toothcrush family packs for families of all shapes and sizes. And

with free shipping, we are keeping Toothcrush affordable for everyone.


This story originally appeared on Idealog.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 
 
 

The future is bright: George and Willy

  • News
  • July 25, 2017
  • Caitlin Salter
The future is bright: George and Willy

In this series Caitlin Salter talks to two retailers in their twenties about what drove them to start their businesses, George and Willy, and how the ideas of the young can revitalise New Zealand’s retail industry.

Read more
 
 

Back in time: Kathmandu

  • News
  • July 25, 2017
  • Courtney Devereux
Back in time: Kathmandu

Kathmandu has been New Zealand’s go-to outdoor retailer for 30 years. The company prides itself on durability, a good reputation and its growing sustainability efforts.

Read more
 
topics
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Sisterhood
Women in retail help one another. We spoke ...
All things to all people
Kiwi retailers share their omnichannel strategies.
How to open a store
Sarah Dunn considers what it would take to ...
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
 
 
 
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email marlene.coote@tangiblemedia.co.nz or call 09 358 7297 / 027 544 2298

View Media Kit

}