Mitre 10 New Zealand is delighted to have ranked fourth in the Kantar Corporate Reputation Index for 2024, maintaining
its top five ranking for the third year running.
The annual study highlighted Mitre 10’s exceptional performance in trust and responsibility according to consumers. This
indicates that New Zealanders see the co-operative as having a positive influence on society, and that it treats its
people and the environment well.
“Our high ranking in this year’s index is particularly special as Mitre 10 celebrates its 50th birthday today. We’re
incredibly grateful for the trust our customers have placed in us over the years, and this absolutely puts the icing on
the cake,” says Mitre 10 New Zealand Chief Marketing Officer Jules Lloyd-Jones.
“This recognition really honours our team members who’ve given their all to serving and supporting customers, partners
and local causes across Aotearoa. Even though we’re ‘big-box’ retail, in reality all our stores are locally owned and
invested in their communities, and I know they’ll be stoked to see that recognised by Kiwi across the country.
“We’d also like to congratulate Toyota on taking top spot for the first time, an awesome result for them, and to
recognise our partner Air New Zealand, who remains in the top three this year, having held the number one spot for nine
years.”
The Kantar Corporate Reputation Index measures four pillars of reputation – trust, responsibility, success/leadership,
and fairness. It uses Kantar’s global RepZ framework with standardised reputation attributes to rank the reputations of
New Zealand’s top consumer-facing businesses. Mitre 10’s overall score of 108 puts it in the company of the most
resilient, world-class brands globally.
The Index covers businesses across 17 categories with brands indexed against major competitors in their category to
remove industry bias. More than 35,000 New Zealanders have been interviewed over the last 10 years with an average
sample size of 500 per category per year.