Warehouse wraps up local Maori designs

By Graham Skellern
Warm mink-like blankets designed by Bay Maori artists have become a big hit on the national retailing scene with The Warehouse ordering $1 million worth of them for next winter.
Tauranga licensing company Indigenius arranges original Maori designs for the blankets which are manufactured in northern China and end up in the 85 Warehouse stores around the country.
Indigenius, which was restructured four years ago, was "over the moon" when its directors were told of the $1 million Warehouse deal.
The retailing giant has also placed trial orders for Maori designed bed sheets and throws for chairs and settees.
"It's given our small company a shot in the arm. We have done a number of products but the blankets are our biggest order," said Indigenius co-director Ra Winiata. "We have been able to target the domestic and tourism markets by coming up with designs that are authentic and culturally appropriate."
Other companies in the past have developed Maori designs for different products but have failed because they did not consult local iwi properly, said Mr Winiata.
Indigenius contracts local artists such as Te Puna's Kath Tangitu to draw the designs and they are then shown to Ngati Ranginui kaumatua Martin Tuhakaraina for his approval.
"The agreement with the artists is to come up something that is original - in other words the design is not copied," said Mr Winiata.
"The designs are changed each season and the artists receive a royalty on sales.
Indigenius works with a Warehouse agent, Auckland-based McDonald Vadco, which organises the manufacturing of the blankets in China.
The striking blankets, made of acrylic with a mink feel, are manufactured in China for more than half the price of what can be achieved in New Zealand.
The blankets have been supplied to The Warehouse for three years and one of the retailer's buyers Mark Anderton said they had become a top seller.
"We have four different blankets and the Maori designed ones are right up there. Every time we advertise them they sell extremely well and we have expanded the range and increased the order. I think many [of the blankets] are being bought for souvenirs," he said.
Two shipments totalling 17,400 blankets will arrive in New Zealand in early March and early April.
The Indigenius-designed blankets sell for about $70.
Nearly 4400 throws will go in to the Warehouse stores in the next fortnight and 1300 pairs of Maori designed bed sheets will be on the shelves by mid-December.
Mr Winiata said the latest orders provided an opportunity to extend the company's range - it has also provided Maori designs for towels, sleeping bags and carpet.
"What we are trying to do is emulate a similar [licensing] company in Australia ... it has managed to get its Aboriginal designs on some Qantas planes.
"Getting our designs on Air New Zealand planes would be an ultimate aim," said Mr Winiata.