Nick and Carim Montague-Brown were living in Brazil and preparing for their wedding when Outdoor Action – an outdoor store in Takapuna – came up for sale. They bought it, and this month celebrate 20 years of running the business. Wilderness sat down with Nick to discuss outdoor retail and what it takes to keep the doors open for two decades.

What were the first few months like?

They were intense and long, starting at 6am and often not finishing until midnight or later, seven days a week. This routine continued for almost the first year. We were deeply immersed in the local outdoor industry, building relationships with customers and suppliers. There were mistakes, but with each challenge, we grew more knowledgeable and adaptable – that still continues.

You quickly developed an online presence. How did that come about? 

From the outset, our goal was to develop the website. We noticed that e-commerce in New Zealand lagged behind such places as the UK. Its potential here was largely untapped. Our first initiative was to build the e-commerce site, diving into the digital space with a blend of strategic focus and a ‘let’s see what happens’ attitude.

You eventually closed your retail presence. Was there trepidation at going online only? 

Certainly, an online-only model was a risk, as is transition with any major business decision. In business, there are no guarantees; success requires hard work, passion and dedication. Sometimes even those aren’t enough. We had our concerns, but our belief in ourselves and the positive feedback from customers, who assured us they would continue their support, gave us confidence to move forward.

You import the Mountain Equipment brand, among others. What made you think it would be good for Kiwi trampers?

Mountain Equipment stands out withits 65-year heritage. It had been in New Zealand for some time, but its representation had faltered in the years before we took over, with a mismatch in product offerings. We saw the potential to realign and reintroduce this high-quality brand to Kiwi adventurers in a more relevant and effective way.

It’s been 20 years with Outdoor Action, do you and Carim still enjoy it?

Our joy in running Outdoor Action stems from the knowledge that we are facilitating adventures, ranging from family camping trips to challenging treks in the Southern Alps. We take pride in offering products that not only enhance the enjoyment of the great outdoors but also improve safety where possible. For us, this venture goes beyond mere business. When customers share their adventure stories and photos, it reaffirms the very reason behind our work.

What’s the big promise from Outdoor Action? 

As one of our customers you’ll get personalised service from a Kiwi family business, top-quality products, and great customer support. We’re all about making your outdoor experience the best it can be.

Outdoor Action: A history

2004: Nick and Carim buy Outdoor Action and open a store in Takapuna

2004: In May, the Outdoor Action.co.nz website was launched

2009: A pop-up store at Auckland’s Sylvia Park shopping mall operates for six months

2010: The Takapuna store is closed, and the business moved to a new factory unit in Albany

2011: Outdoor Action becomes the exclusive distributor for Terra Nova, Wild Country and Extremities

2014: Waka Kotahi (New Zealand Transport Agency) says Outdoor Action was an affected business of a planned motorway extension

2017: Waka Kotahi confirms that it will take over the Albany premises

2018: A new warehouse is built and the business goes fully online

2019: Exactly 15 years after buying the business, the Albany retail store is closed and the online-only journey begins

2024: Nick and Carim celebrate 20 years of owning and operating Outdoor Action