First In was last month announced a regional winner in the Deloitte Festival of Fast Growth.
It took the title for fastest growing retail or consumer products business in Auckland and the upper North Island.
It started in a bedroom in 2004 as a daily deals website to clear stock.
It's now a wholesale distributor of parallel imports with turnover more than 40 times what it was just a few years ago.
First In managing director Mark Priscott says being able to pull off that change is a core strength and it's a matter of constantly questioning and challenging what is being done to ensure the company is on the right path.
He says the company is now sourcing product in countries such as the United Kingdom and United States and shipping it directly to customers in place like Australia, France and the Netherlands.
Mr Priscott says in New Zealand the company has had its first ever order from Dick Smith and it supplies places like The Warehouse, Noel Leeming and 1-day.
Mr Priscott says it's essential to believe in staff, so if they have a great idea, it's a matter of trying it.
