An illegitimate online store operating under the name of a legitimate Matakana business has deceived customers, thus triggering a compliance investigation by the Commerce Commission.
The fraudulent website has been operating under the name Matakana Boutique, exactly the same as the authentic accommodation and catering business owned by Amy and Simon Hope in the north Auckland town since 2016.
The fake website was registered in April.
ComCom reported receiving 150 enquiries this year regarding fraudulent retail websites that seem to be operated locally. For Vanessa Horne, the general manager of competition, fair trading, and credit, deceptive marketing is a serious issue.
“Any claims made, or impressions given, about the origin of a product or a business must not be misleading or deceptive. This includes the use of symbols, such as kiwis, flags or other national emblems,” Horne said.
She also noted that all businesses selling to New Zealand consumers must adhere to the Fair Trading Act, no matter where they are located.
Business owner Amy Hope described having their brand identity taken from them as “soul destroying.”
“We deliberately, strategically, chose Matakana Boutique, knowing that that word offers sort of uniqueness and quality and attention to detail, which is what we’re about, so to see someone taking it from us and putting it with products we’d never align with, it’s strange,” Hope said.
“They know what they’re doing. They’re even using our same font. Seeing and being associated with a website like that—it’s awful.”
The Commerce Commission advised consumers to exercise increased caution when shopping online.
ComCom advised consumers to research the business by looking up independent reviews and feedback on third-party platforms before making a purchase.
“Don’t rely solely on testimonials displayed on the company’s own website,” a spokesperson said.
“These can be selectively curated or even fabricated.”
Consumers were also encouraged to check for clear and easily accessible contact information, including a local address and phone number.
Fake store rebrands as Australian boutique
After media coverage, scammers who stole the identity of the Matakana Boutique swiftly changed their appearance, now rebranding themselves as an Australian boutique.
The matakanaboutique.com domain ceased showing the fraudulent store and redirected visitors to Canberra Muse, a brand that described itself as “built in and for” the Australian capital city.
Domain registration information revealed it was acquired on August 8 and is hosted abroad, with ownership details not easily obtainable.