Shadowspec has been quietly redefining outdoor living, starting with the simple idea that shade should be beautiful, functional, and built to last. From its roots as a family-run business in Aotearoa New Zealand – where some of the world’s highest ultraviolet (UV) levels demand serious sun protection – the company has grown into a globally respected brand.
Built on more than 30 years of experience, Shadowspec has developed a reputation for craftsmanship and innovation alongside its design-led approach. Unlike typical shade products destined for landfill after a few seasons, Shadowspec Umbrellas are modular, crafted to endure, and made to be repairable – a reflection of the company’s belief that sustainable design means investing in longevity.
“We’re not interested in throwaway products,” says Regan Boon, Shadowspec’s General Manager. “When someone buys a Shadowspec Umbrella, they’re investing in something that’s built to last. We care about quality, and we back that up with ongoing support and service.”
That care is a defining value across the business, with all product design proudly overseen by a team that understands the realities of harsh, ever-changing conditions. With some of the highest UV levels in the world, New Zealanders know that sun protection is a necessity. This makes Shadowspec well-placed to offer world-class sun solutions, a proposition that resonates with the Australian market.
“It’s true that we experience some of the harshest sun conditions, and on occasion, even four seasons in a day,” says Boon. “If our solutions work here, they’ll work anywhere. Our Australian customers see our products as essentially local because they know we face the same conditions, and that our exacting standards reflect that.”
This credibility has helped Shadowspec expand into high-end export markets, including North America, where the company is building strong relationships with luxury resorts, country clubs, restaurants, and design-forward commercial spaces. Demand from Shadowspec’s North American market is now as large as New Zealand and Australia combined. Projects like the Hyatt Regency in Guam and Jordan, along with installations in Oman and the Bahamas, are just a few of the global destinations where Shadowspec Umbrellas are elevating outdoor spaces.
Boon says much of this growth has come from referrals, with Shadowspec’s service and commitment to excellence winning the loyalty of its customers. “It’s a competitive space, but our customers trust us,” says Boon. “They know our products will perform, and they know we’ll be there long after the sale.”
That trust is exactly why Shadowspec joined the FernMark Licence Programme in 2024. For a brand already synonymous with quality, the FernMark offered a way to communicate New Zealand authenticity and credibility to international buyers, especially in crowded global markets where product origin matters.
“The FernMark helps bridge the distance,” says Boon. “When you’re exporting from the bottom of the world, it connects your product to a bigger New Zealand story – one of trust, quality and innovation.”
Still relatively new to the FernMark Programme, Shadowspec is working to incorporate the FernMark into its packaging, brochures, and digital touchpoints, starting with its website and campaign materials. The response so far has been overwhelmingly positive, with one of the company’s most engaged marketing campaigns to date introducing the FernMark to its customer base.
Just as the FernMark helps to elevate Shadowspec’s credibility internationally, Shadowspec in turn uplifts the FernMark community – demonstrating what it means to deliver world-class design, integrity, and innovation from a small coastal country.
Looking ahead, Shadowspec is set to launch a new range of in-house designed umbrellas, including an innovative market umbrella developed specifically for North America. As the company expands its product suite, Shadowspec aims to meet the evolving needs of premium customers around the world, opening the door to new partnerships and possibilities.
“We listen to our customers and design accordingly,” Boon says. “That’s how we innovate – not just by creating something new, but by creating something people actually need.”
Backed by trust, driven by design, and proudly New Zealand-made, Shadowspec is showing the world what thoughtful, long-lasting shade can look like when it’s built to thrive anywhere.