Gary Rohloff

Laybuy Group Holdings Ltd

Imagr of Lucy Turnball

In May 2017, Gary Rohloff, his wife and two sons set out to create New Zealand’s next “unicorn”. With a mantra of “go big or go home”, they came up with an ingenious take on the old retail laybuy system.

Their company, Laybuy, allows customers to take their product home on the day of purchase and pay it off over five weeks via a weekly instalment plan. Laybuy charges the retailer a small fee and, providing the consumer makes their payments on time, is absolutely free to them.

Laybuy took the New Zealand market by storm, signing up 200 retailers in just two months. A year later, the business expanded into Australia as a test market with an eye on the UK to drive exponential growth.

In August 2018, Gary’s wife and younger son (then just 21) relocated to London to establish the business in the UK, with nowhere to live and no office. After months of hustling, in February 2019 Laybuy signed the popular sneaker and streetwear retailer, Footasylum. Over the next two years, Laybuy signed another 2,000 UK retailers, recording $300 million of UK sales in the year to 31 March 2021.

From a family sitting around their kitchen table, Laybuy now has 100 staff across three countries. The company has become established as one of the two major Buy Now Pay Later players in New Zealand, a recognised brand in the ultra-competitive Australian market and one of three major players in the UK market.

In 2020, Laybuy listed on the Australian stock exchange, at a market cap of $210 million and has since doubled in size.

Gary’s five-year vision for the company is to achieve revenue of $500 million and sales of $13.5 billion.