Kiwi mixer brand East Imperial lists on London exchange

1 min readJul 5, 20215:53 AM

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New Zealand mixer brand East Imperial Company has listed on the London Stock Exchange in a reverse takeover valuing the company at NZ$59.1 million.

Founder and CEO Tony Burt said the listing marks a significant milestone as the premium mixer brand is set to become one of the global leaders in the mixer category.

“The team has done an incredible job, and the support we’ve had from all New Zealanders over the past five years or so has laid the foundation for the next chapter in our story. We’re all tremendously proud and excited to be waving the New Zealand flag on the global stage,” said Burt.

The mixer brand also raised an additional $5.91 million in new funds by placing 30 million shares at 10p each.

The new funding, said the company, will be used for expansion plans – including building sales teams in the US and China, product development, and maintaining partnerships with liquor brands.

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What this means

East Imperial's London listing and capital raise is a deliberate step to aggressively scale, directly funding sales teams in key growth markets like China. This mirrors Panpuri's ambitious 16-store Asian expansion strategy, showing a clear intent to dominate. While funding provides a strong runway, the premium mixer category is competitive, and establishing a robust presence against established players will be challenging. Unlike Tiffany & Co.'s singular Blue Box Cafe opening in Singapore, East Imperial's investment is in foundational sales infrastructure, suggesting a long-term play rather than immediate retail footprint. The pressure will be on competitors to respond as East Imperial builds out its global sales force. Success hinges on their ability to execute product development and partnership maintenance effectively; watch for new sales team numbers in China filings.

Aiko Tanaka · Retail News Asia newsroom

Questions & Answers

What is the primary reason East Imperial has raised new funds?

The new funding will be used to support the company's expansion plans. This includes establishing sales teams in the US and China, developing new products, and maintaining existing partnerships with liquor brands.

How much new capital has East Imperial secured through this listing?

East Imperial has successfully raised an additional $5.91 million in new funds. This was achieved by placing 30 million shares, with each share priced at 10 pence.

What is the valuation of East Imperial following its listing on the London Stock Exchange?

The company has been valued at NZ$59.1 million as a result of its listing on the London Stock Exchange. This valuation was achieved through a reverse takeover process.

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