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Zea Relief, a Tasmanian wellness scale-up that has developed a range of products using the natural Australian Kunzea plant, has expanded its reach to more than 2,000 stores nationally after securing a major distribution agreement with Woolworths (ASX: WOW).
The deal, which will add 640 Woolworths stores to its network, builds on a milestone distribution deal for its flagship Zea Relief Kunzea Pain Relief Cream struck with TerryWhite Chemmart’s 550 stores last year.
Over the past two years, the pain relief cream, Zea Relief’s best-selling product, has managed to increase its retail footprint by more than 500 per cent since 2022.
Zea Relief was founded by young entrepreneur Hayden Brass in 2016 with a commitment to providing natural solutions for pain relief, and since then the company has developed a loyal customer base that Brass says continues to grow.
"We are excited to bring our Kunzea Pain Relief Cream to even more Australians through this partnership with Woolworths," says Brass, who was a finalist in the Australian Young Entrepreneur Awards 2023.
"After a successful launch into TerryWhite Chemmart last year, expanding into Woolworths was a natural progression for our brand.
“We believe that everyone deserves access to effective and natural pain relief, and this expansion demonstrates the growing need for naturally derived pain relief products that are good for your family, good for you, and good for the planet."
Brass stumbled onto the benefits of the Kunzea plant while working alongside his parents at Launceston’s Saturday markets, leading him to research the plant’s medical potential, particularly its natural anti-inflammatory properties.
In 2017, Brass launched the company’s Kunzea Pain Relief Cream with the promise of natural muscle and joint pain relief, using the power of compelling digital content and a broader commitment to “eco-conscious philanthropy” to grow his brand.
Brass has since launched a range of products under the Zea brand, including Zea Essentials, featuring Australian essential oils and aromatherapy products, and Zea Gourmet, offering delectable Australian native honeys, bush foods and condiments.
More recently, the company established Zea Active with a focus on pre-workout and post-workout muscle and body recovery.
But Brass says the key driver of Zea’s success over the past seven years has been the market opportunity in the arthritis, inflammation and chronic pain management sector, with the product also benefitting from repeat purchases.
The company’s sales have also been backed by consumer preference for natural, organic and vegan products.
“We cater to the whole family, offering a comprehensive array of products,” says Brass.
“From pain management to pure essential oils, gourmet kitchen condiments to sports recovery solutions, we've curated our offerings to address a wide range of health and lifestyle requirements.
“At the heart of our business lies our deep respect for nature's infinite wisdom and its ability to positively impact both people and the planet.”
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