• About Us
  • Advertise with Us
  • Contact Us
  • Events
  • Newsletter
  • Podcasts
  • Digital Magazine
  • Home
  • News
  • Opinion
  • Entrepreneurship
  • Self Development
  • Growth
  • Finance
  • Marketing
  • Technology
  • Sustainability
  • About Us
  • Advertise with Us
  • Contact Us
  • Events
  • Newsletter
  • Podcasts
  • Digital Magazine
NZBusiness Magazine

Type and hit Enter to search

Linkedin Facebook Instagram Youtube
  • Home
  • News
  • Opinion
  • Entrepreneurship
  • Self Development
  • Growth
  • Finance
  • Marketing
  • Technology
  • Sustainability
NZBusiness Magazine
  • News
  • Opinion
  • Entrepreneurship
  • Self Development
  • Growth
  • Finance
  • Marketing
  • Technology
  • Sustainability
ProductsThe Ownership Journey

Scaling an import business side hustle

Dasha Kuprienko
Dasha Kuprienko
April 2, 2025 5 Mins Read
474 Views
0 Comments

Pictured above: Ray Feng.

Ray Feng’s journey as an entrepreneur started as a hobby, importing products for personal use before landing on high-quality outdoor and event equipment for re-sale. Now, as the Founder of Hercules Store, Ray shares how he turned a side hustle into a thriving business that he hopes to grow globally.

Ray never had an intention to run his own business when he first started ordering products from overseas in 2004.

As a tech enthusiast, he was on a quest to build his own high-performance computer.

He spent hours researching parts, figuring out which components worked best together, and sourcing them from overseas suppliers. When he compared local prices with what he was paying for imported parts, he realised they were (for the most part) 40 percent cheaper than buying locally.

Curious about whether others might be interested in imported tech at cheaper prices, he started selling a few extra components online. Demand grew quickly, and before he knew it, he was running a small import business on the side.

He did it for a few years and learned valuable lessons in importing, pricing, and customer service. More importantly, it sparked an idea: If electronics had such a strong market, what other products might offer similar opportunities?

Ray began researching different industries, looking for products that had high demand, solid profit potential, and limited local competition.

Over time, his focus shifted from tech to something completely different: Outdoor and event equipment.

Windy city-proof gazebos

As he explored various product categories, Ray noticed a common frustration among businesses and event organisers – many of the outdoor structures available in New Zealand were flimsy, difficult to set up, or simply not built to withstand the country’s unpredictable weather.

Living in Wellington, one of the windiest cities in the world, he saw firsthand how cheaply made gazebos and marquees struggled to hold up against the elements.

“If a structure can survive Wellington’s wind, it can survive anywhere,” he jokes.

A turning point was when Wellington City Council contacted Ray to supply 40 gazebos for an outdoor markets set up. Realising there was a gap in the market for high-quality, durable outdoor equipment, Ray started working closely with manufacturers in China to design products that were not just robust but also easy to set up and customisable. Soon after, he started offering branded canapes for businesses wanting a custom design. This decision marked the beginning of Hercules Store.

Ray says that New Zealand’s love for outdoor events has been a major driving force behind Hercules’ growth. From food festivals and local markets to large-scale sporting events, businesses and councils and schools across the country needed reliable, weather-resistant gazebos, and have turned to Hercules for solutions.

As word spread about Hercules’ products and customer service, Rotorua City Council also reached out, looking for high-quality gazebos for their community events and the growth escalated nation-wide.

“For us, it’s not just about selling gazebos – it’s about making sure people can rely on them. Whether it’s a council running a weekly market or a small business setting up at an event, they need something that won’t let them down when the weather turns,” Ray says.

Rey Feng's import
The Rita and Ken Davies Pool opening with branded gazebos supplied by Hercules Store to Southwell School. Photo: Stephen Barker / Barker Photography. ©Southwell School

Supplier relationships ensure quality

One of the key lessons Ray learned early on was that success in importing wasn’t just about finding the right products – it was about building strong relationships with suppliers.

To ensure consistent quality, he made it a priority to visit factories at least once a year, understand the production process, and work directly with manufacturers.

His ability to communicate in Mandarin gave him an advantage in negotiating deals and refining product specifications, but Ray insists that any entrepreneur can establish strong supplier relationships.

“It’s not just about speaking the language,” he explains. “It’s about showing up, understanding their processes, and making sure they align with your quality standards.”

By taking a hands-on approach, Ray ensured that Hercules products were built to last, setting them apart from mass-produced alternatives flooding the market.

Related: Digging for success: Vertu Group’s speedy road to the top

Crisis as a catalyst for growth

Like many businesses, Hercules faced uncertainty when the COVID-19 pandemic hit in 2020. Events were cancelled, and outdoor gatherings became restricted, threatening to slow sales. But an unexpected shift in consumer behaviour presented a new opportunity.

With people spending more time at home and unable to travel, home improvement projects surged.

“If you’re sitting at home all day, you start noticing everything that needs upgrading,” Ray says. Instead of booking overseas holidays, many Kiwis invested in their homes and outdoor spaces.

Recognising this shift, Hercules quickly expanded its furniture range and strengthened its e-commerce presence, leading to a spike in sales.

Import business for gazebos, Hercules Store.
Gazebos supplied by Hercules Store used at a Greenpark School sports event.

No longer just a two-people job

Despite starting as an online business, Ray understood that some customers would prefer to see and test products before making a purchase. This led to the opening of Hercules’ first physical store in Wellington in 2008, followed by locations in Christchurch and Auckland.

Ray says that scaling a business comes with its fair share of difficulties.

One of the biggest challenges for Hercules has been the rising cost of freight. At one point, shipping expenses skyrocketed to seven times their normal rates Ray explains. Managing stock levels while keeping prices competitive he says, requires constant strategic planning.

Another challenge was managing a growing team.

When Ray first started, it was just him and his wife, Shasha Yang (now an account manager), handling everything. Today, Hercules has grown to a team of 12 in New Zealand, six in Australia and three in China.

“When it’s just you and your wife, you know exactly how everything runs. But as you expand, you need structure.”

Over the past year, Ray has been focused on building a solid business framework, setting key performance indicators, and streamlining operations to improve efficiency.

With Hercules firmly established in New Zealand and now Australia, Ray has his sights set on international expansion. “I want Hercules to be a global brand,” he says.

Tags:

Lead

Share Article

Dasha Kuprienko
Follow Me Written By

Dasha Kuprienko

Dasha is a Digital Journalist at Pure SEO, and writes across the Pure 360 portfolio of titles.

Other Articles

Previous

Minister Louise Upston’s plan to attract more visitors and less red tape for hospitality operators

Eden Park CEO
Next

Episode 13: Nick Sautner on Eden Park’s green game plan

Next
Eden Park CEO
April 3, 2025

Episode 13: Nick Sautner on Eden Park’s green game plan

Previous
April 1, 2025

Minister Louise Upston’s plan to attract more visitors and less red tape for hospitality operators

Subscribe to our newsletter

NZBusiness Digital Issue – March 2025

READ MORE

The Latest

Small clothes, big story

June 5, 2025

A start-up journey from hip-hop to RTDs

May 30, 2025

Episode 17: Turning the mic to Lilah McDonald

May 29, 2025

From Nelson to the world

May 28, 2025

It’s now for nature

May 28, 2025

Why small business contracts are under the microscope

May 26, 2025

Most Popular

Understanding AI
How much AI data is generated every 60 seconds? New report reveals global AI use
Navigating economic headwinds: Insights for SME owners
Nourishing success: Sam Bridgewater on his entrepreneurship journey with The Pure Food Co
Navigating challenges: Small business resilience amidst sales decline

Related Posts

A business journey from surgeon to CEO

May 9, 2025

Nailing sustainable design

April 29, 2025

NZ fashion label aims to cut out textile waste by 100 percent

April 23, 2025

From rugby to rubber: How a Kiwi athlete built a global automotive products business

April 21, 2025
NZBusiness Magazine

New Zealand’s leading source for business news, training guides and opinion from small businesses to multi-national corporations.

© Pure 360 Limited.
All Rights Reserved.

Quick Links

  • Advertise with us
  • Magazine issues
  • About us
  • Contact us
  • Privacy policy
  • Sitemap

Categories

  • News
  • Entrepreneurship
  • Growth
  • Finance
  • Education & Development
  • Marketing
  • Technology
  • Sustainability

Follow Us

LinkedIn
Facebook
Instagram
YouTube
  • Home
  • News
  • Opinion
  • Entrepreneurship
  • Self Development
  • Growth
  • Finance
  • Marketing
  • Technology
  • Sustainability