World Cup souvenir maker keeping it Kiwi despite costs

Textile designer Ingrid Anderson. Photo / Babiche Martens.

One of the handful of the local suppliers to Rugby World Cup official stores says she is taking a punt on the event to boost her company's profile and the image of New Zealand-made goods.

Ingrid Anderson Textile Design said it was approached by the International Rugby Board's licensing agency responsible for the cup stores and asked to submit a plan to sell its cushions, aprons and teatowels through the stores.

"It is quite a commitment and I have to do quite a hard sell along with the other New Zealand-made licensees," said the firm's owner, Ingrid Anderson.

"I think the market has swung to wanting to buy something New Zealand-made with a bit of a story and a bit of integrity."

She knows of five other firms supplying goods made in New Zealand to the World Cup stores whose main lines are being made overseas.

While still uncertain about sales she is confident the influx of fans from around the world - 30 per cent of whom will be women - will help New Zealand suppliers in a tough economy.

Initially all products had to go through the IRB for approval. Suppliers to the stores pay royalties to the IRB and must agree to minimum sales but there had been some flexibility.

She said the licensing agency had been supportive of New Zealand suppliers but not many had taken the plunge.

One souvenir maker said earlier this month 20 per cent royalties and tough rules on unsold goods had been a deterrent.

Official merchandise shops have been set up in Auckland, Wellington and Queenstown and online.

Anderson said there was some flexibility in negotiations over minimum sales.

She was aiming her range at souvenir hunters who wanted gifts that were easy to take home.

"I can see I will make some money out of it but I think it's a tricky one to predict sales."

While it was cheaper to manufacture offshore, she was willing to sacrifice margins.

"I'm proud of New Zealand and to get good quality product in there for an event New Zealand is hosting and should be proud of hosting."

Another Auckland supplier, Taniwha Toys n Tales, is selling an organic taniwha toy and a children's book through the World Cup shops.

"We were really keen to put a New Zealand-made product on the scene because we're quite aware most products are made in China because of the economics," said co-owner Yvonne Letton.

Tutu Taniwha was a "premium toy" and sells for $65.

"You take on a huge risk that there's going to be interest from the public and they'll actually spend that extra money," she said.