There’s a quiet revolution happening in rural New Zealand, and it has nothing to do with tractors or milk prices. We head in-store with Farmlands to uncover how they are bringing style and substance to rural living.

Farmlands, the country’s largest rural supplies co-operative, has been steadily building a portfolio of exclusive brands that combine quality, practicality and value – bringing a touch of sophistication, and more choice, to country living without the premium price tag.

For those who appreciate the rural lifestyle but still want to look good while living it, the standout is undoubtedly 1972 by Barkers – a collaboration between Farmlands and iconic Kiwi menswear brand Barkers. This exclusive collection brings together Barkers’ reputation for quality and style with Farmlands’ understanding of rural life.

‘We wanted to create clothing that works as hard as our customers do, but still looks great when they head into town,’ explains Farmlands CEO Tanya Houghton. The range includes everything from merino layers to stylish jackets that transition seamlessly from farm to café. These are clothes that understand the demands of rural living but refuse to compromise on style.

For those more focused on function than fashion, Back Road workwear offers farm-tested, farmer-approved clothing that stands up to the toughest conditions. From hard-wearing overalls to waterproof jackets that keep you dry through a day of fencing in the rain, Back Road delivers durability without breaking the bank.

What sets Back Road apart is its development process – each piece is tested in real New Zealand farming conditions before making it to market. The result is clothing with thoughtful features like reinforced knees, accessible pockets designed for tools, and materials that withstand both rough work and frequent washing.

Beyond apparel, Farmlands has expanded its exclusive range to include Top Paddock – a growing collection of essential farm hardware and tools. From fencing equipment to water management solutions, Top Paddock products deliver reliable performance at co-op prices.

‘The beauty of our Top Paddock range is that these are the products our customers use every day,’ says Tanya.  ‘We’ve focused on quality and functionality first, then leveraged our buying power to deliver prices that make sense for New Zealand properties.’

What makes these exclusive ranges unique is Farmlands’ co-operative model. As a business owned by its farmer and grower customers, Farmlands can use its collective buying power to negotiate better deals directly with manufacturers. The result is products that deliver quality without the markup that often comes with other rural providers.