Success can be measured in many ways. If success is measured by happy customers, repeat business and building a strong community, business founders Hayden Duffy and Eden Chappell are checking all the boxes. And then some. Lisa Potter finds out more.
The entrepreneurial couple launched Rugged Kiwi in the post-Covid months, an uncertain time economically, particularly in the travel and recreation space.
However, the savvy pair utilised Covid lockdown to drill into the layers of their business plan and fully commit to backing themselves.
It was a well-considered decision, although they’re also used to people assuming they’re the next generation of an already established business (often requesting to speak to the owners). Despite this, it hasn’t taken long for the young couple (aged 27 and 30) to establish a reputation for being detail focused and highly professional. That comes with a growing realisation that these ‘youngsters’ are in fact the heart and (savvy) minds behind Rugged Kiwi, the caravan brand they spent years researching, and which has become a remarkable success.
Based in the Waikato, Rugged Kiwi recently moved to new premises in Frankton, Hamilton, to accommodate a significantly larger workshop space for this growing arm of the business, as well as an enclosed yard to showcase its Ausflex and Avan caravans.
With Hayden’s extensive background in caravan and motorhome servicing and repairs, and Eden’s expertise in tourism and management, the couple’s shared skillset is an excellent pairing for success.
Having officially launched their business in 2022 at the NZMCA Hamilton Motorhome, Caravan & Leisure Show, where they showcased just two caravans on a small 10/10 stand, this year the Rugged Kiwi site will feature eight caravans, across both Ausflex and Avan, as well as a range of accessories including MeanderWild and Dreamer RV.
This represents spectacular business growth in this busy and competitive space, particularly for a business launched completely from scratch in terms of marketplace presence, brand and customers.
“I think people are always surprised when they find out about our background though,” says Eden.
It’s fair to say that the couple do look younger than they are, but Hayden has more than a decade of experience in RV and caravan repair, maintenance and sales, while Eden has a Masters in Tourism Management, along with marketing experience and having worked for the Ministry of Justice.
Having started his career with ALM (Auto Leisure & Marine Group), a business with a focus on high-end brands, products and customer service, Hayden learned early on the value and importance of quality in every aspect of a business.
“I actually started as a cabinet maker for motorhomes, before moving into the service department and after sales care.
“Working at ALM gave me an excellent overview of the industry and what people were looking for and expecting from a reputable business, and the importance of excellent follow up service, as well as repairs and maintenance.”
Hayden also worked in the automotive industry for a year while finessing his Rugged Kiwi business plan, another sector that cemented his determination to prioritise customer service.
“As GM of one of the Ingham Group service departments, I gained a really good understanding of efficiencies and productivity in that service space – and of how to really do it well.”
A self-confessed problem solver, Hayden thrives on the challenge of exceeding customer expectations.
“It can be really tough out there for people with motorhomes and caravans when it comes to repairs and maintenance, particularly if they’re on the road full time. Often, they can’t wait weeks or months for repairs, as it’s a matter of urgency. We’re aware of this and as well as our on-site workshop, we also offer a mobile service.”
With no two days ever the same in the office, fortunately Hayden enjoys this business model.
“It’s definitely not a job where every day is repetitive,” he says. “I really enjoy building relationships with clients, finding solutions to issues and steadily growing the business.”
Hayden and Eden’s commitment to ensuring customers are with them for a lifetime is evident through one of their mottos: “It’s not what the problem is, it’s how you solve it.”
“It’s unrealistic to expect that every single caravan or motorhome will never have a problem – just like a home, at some stage there are repair and maintenance issues. What’s important to us is HOW we deal with any issues. We want to make everything and seamless and problem-free as possible for every single client, whether they’ve purchased a caravan from us, or whether we have their RV in our workshop.”
Eden agrees wholeheartedly: ‘Customers are your best form of advertising and promotion”.
With Eden coming on fulltime last year, the couple now work together every day and admit that many of their conversations at home are extensions of their working day – tidying up outstanding issues, brainstorming around fresh ideas and always checking in that they’re staying true to their core values.
“It’s fortunate we both so passionate about the business and never get sick of talking about it.”
With their initial love of the RV lifestyle fuelled by camping trips as youngsters, particularly for Hayden who regularly went caravanning with his grandparents, it’s something of a full circle moment to be so immersed in the industry now. Both sets of their parents have been supportive of the business, often pitching in to help at shows and events.
Hayden’s dad Lindsay is frequently mistaken as the business owner.
Right: A huge range of colour and material choices allows owners to personalise their interior
“Most people assume someone his age is more likely to be behind the business so it’s always funny when he refers them to me.”
Despite the steady growth of Rugged Kiwi, there have been plenty of challenges along the way, which Hayden and Eden have steadily navigated with calm determination.
Their composure is part of what makes the customer-service side of their business so strong.
Hayden doesn’t tend to get ruffled and focuses on outcomes, and this steady mindset played a role in finding the right caravan brand to align with.
“We had a good idea of what we wanted and one of the non-negotiables was finding a team that were great to work with and could accommodate customising caravans for our customers. And it goes without saying that quality and reliability were at the top of the list of course.”
With several years of repairing caravans, Hayden had a very good idea of what to look for in terms of a well-built brand.
“A lot of times it’s the same sort of problems that we were seeing across various brands, so we were really selective in the caravan brands we approached and did a lot of research.
“Ausflex met all of our requirements, took us seriously and were open to straightforward communications and results – also important to us. It was really exciting to introduce the caravans to New Zealand.”
Right: The Ausflex design offers a true home away from home
Since bringing in their first caravan, which was stored at the family home, it didn’t take long for Rugged Kiwi to start to make inroads into the market. That initial caravan, a 21-foot model, immediately showed its appeal from its first outing, and Hayden and Eden secured their first three caravan orders from that initial showing.
“It sounds really small and unimpressive now, but those three sales got the ball rolling and it’s continued to snowball from there. We managed to get two caravans on site for our launch, and we had four promotional flags and that was about it.”
The pair chuckle at their humble origins, particularly in light of the fact they’re now renowned for having some of the ‘best dressed’ caravans at shows around New Zealand. Having also spent time researching quality bedding and accessories, they kit their caravans out with MeanderWild bedding and Dreamer RV mattress toppers.
“It helps that the caravans are really nice looking, so it’s important to present them well also so people can walk in and imagine themselves in that space,” says Eden.
Avan was added more recently to the Rugged Kiwi business, to offer people a lighter caravan option in a different price category, with this range including not only caravans and motorhomes, but also pop tops and Aliners, starting from just $40,000 and offering campers and pop tops for those looking for a more affordable introduction to the RV lifestyle.
“They’re also popular with couples looking to downsize and have something really lightweight to tow. The Avans start from about 800kg, which gives a lot of flexibility in terms of towing, but they’re still built well, with sandwich panel build keeping the overall weight down.”
When it comes to customising caravans and motorhomes, Hayden and his workshop team have done everything from installing diesel and LPG incinerating toilets, to curating an Ausflex design that lowers a king size bed from the ceiling, and creating an interior with underfloor bed storage to accommodate a large inflatable boat.
“We get clients looking for something really specific and if it’s not available, we’ll look at ways we can create it. I really enjoying working on the unique and specialised.”
For more information, visit Ruggedkiwi.co.nz and Avan.nz
About Rugged Kiwi
- New Zealand exclusive distributor of Ausflex caravans
- New Zealand exclusive distributor of Avan caravans and pop tops
- Full workshop and repair services: insurance claims assistance, moisture testing, warranties, leaks and sealants, electrical, self-containment, modifications, etc.
