New Zealand Brand Aarn Packs Grows Its Presence in the US

Aarn Packs continues to grow its D2C in the US and Europe and is now offering a wholesale programme for the US Outdoor Market, with over 20 stores currently stocking the packs or signed up to stock the packs in 2025. 

The Founders of Aarn Packs, Aarn and Devi Tate, set out to challenge traditional backpack design thinking 24 years ago. They spent years researching, innovating, and developing new design principles to create a pack that didn’t alter posture, balance and movement. 

Aarn Packs and Balance Pockets are designed in Christchurch, Aotearoa, (New Zealand – Mother Nature’s playground), and are available worldwide. Aarn Packs’ new owners are staying true to the original design principles that Aarn and Devi set out: focusing on posture, balance, movement and fit while using science to improve your comfort and health. 

Aarn Packs have had customers come back from the brink of quitting hiking because of how uncomfortable traditional packs made them, but have continued to hike because of Aarn’s commitment to comfort. Or that they had a back injury and couldn’t hike, but because of Aarn’s design they can carry weight and hike again. Aarn Packs Co-Owner Daniel Farber says: “I love the feedback we get about our packs that they have changed someone’s life. It’s pretty amazing to be able to say we are part of that journey and it’s why we’re here, making packs. So people can have the best time on the trail! It really makes me proud of what we’re doing at Aarn and to know we’re making a difference!” 

While Aarn Packs have been relatively unknown, they have had a cult-like following across New Zealand, Australia, the USA and Europe, popping up in pack-related conversations in Facebook Groups, Reddit threads and anywhere that someone who has an Aarn Pack happens to be. 

Because they look so different, with elements like the front balance pockets, they are an instant talking point on the trail and when people try on the pack, they’re hooked! 

With the owners of Aarn Packs coming from an independent retailer background, they currently own and run an Outdoor Store in Christchurch, New Zealand, they want to support similar businesses in the US markets that Aarn Packs is coming into. They know the positive impact these stores can have on the outdoor community and the outdoor space. 

Aarn Packs continues to be an industry leader in the outdoor adventure scene. We’re proud to have received accolades and awards from DuPont, Trail Kauftipp, Editors Choice at Outdoor, Outdoor Gold Winner, Gear Guide Innovation Awards, and ISPO Brand New Award. 

Aarn Packs can be found here: www.aarnpacks.com and you can see their full list of worldwide dealers here: www.aarnpack.com/pages/stockists. They can also be found on well known social media at @aarnpacks and also on the affiliate program Avantlink.