KEY POINTS:
If strong brands are what sell in financially trying times, Megan Walls thinks her company is well placed - brands are what they're all about.
Working out of a restored villa in Auckland's Newton, New Zealand Sports Merchandising is a small company with a big presence.
Those silver fern-emblazoned jerseys that tourists wear home on the plane, the gear the Black Caps will parade when they play Bangladesh in October, and the swimsuits Rachel Hunter flaunts on billboards are all either imported, designed or sold wholesale by NZSM.
Director, owner and "does a bit of everything", Walls was once an up and coming Kiwi brand herself.
Born and raised in Otorohanga, she played competitive tennis nationally and at 17 enrolled at the University of New Mexico on a professional tennis scholarship.
But after obtaining her Bachelor of Communications and Public Relations and returning to New Zealand for the summer, Walls decided against a professional tennis career, though she knew she still wanted to work in sport.
She landed a job at TVNZ, managing the Team NZ brand, and over four years brought basketball, netball and the Olympics into her portfolio.
In 2000, while negotiating a contract with the New Zealand Rugby Union, the union asked whether Walls would like to manage its branded sports merchandise.
"And everything for NZSM just fell into place," Walls says.
She was the only woman in the boardroom, but despite some initial skepticism, the NZRU and NZSM formed a sturdy relationship which has seen All Blacks jerseys take on French stores and All Blacks beanies become a staple on the grandstand.
"We had some healthy debates, but I think having women work on product for them was quite smart - we have more flair and an idea of what the market wants," she says.
"We are the consumers."
Since setting up NZSM in 2001, Walls has taken on merchandising for the All Blacks, Super 14, Classic All Blacks, NRL (including the Warriors), ANZ Netball champs, New Zealand Rugby League, New Zealand Cricket and the Wellington Phoenix.
A self-taught businesswoman, Walls says she's grown the company by trusting her instinct.
"I'm a risk taker and an opportunist, and I haven't made any major mistakes yet," she says.
Initially the focus was on New Zealand, but in November NZSM struck a deal with Velocity brand management in Australia, then set up an office in Britain, so its products are now sold in 450 stores worldwide. But, never able to shake off an ex-tennis champ's competitive streak, Walls is not letting NZSM stop there.
This year she convinced the NZRU to sell a children's range of All Blacks product in the Warehouse, making it more accessible to the average Kiwi. The union was reluctant, but sales have been through the roof, she says.
NZSM is now a team of 10, most of whom have been with the company for several years and, coincidentally, all the staff hail from small towns.
"We often joke about that, but I think it does make a difference," Walls says.
"You can tell us apart - we understand New Zealand, and we have worked hard for what we've got - nothing has been handed to us on a silver platter."
As a deadline looms, staff will drop everything to help out with tasks far from their job description.
"But then we all know how to kick back at the end of it and have a few drinks to reflect."
Overseas colleagues and partners often remark on the hard-working attitude, yet relaxed atmosphere at NZSM, something so evidently Kiwi, Walls says.
It attracted Rachel Hunter when she was looking for a small Kiwi company to manage her new swimwear brand.
Hunter's offer was perfectly timed for Walls, who says she has always been passionate about fashion, and who was looking to take NZSM down new avenues.
"Rachel is a brand a lot of Kiwis feel very proud of - a regular Kiwi girl, who is beautiful, and not stick-thin, who has done really well overseas."
For two years Wall worked with Hunter to design the swimwear range, called Lola, and the label gained great publicity when it was launched in March last year.
"It's been an amazing opportunity and a chance for me to express my feminity," Walls says.
Lola is now stocked in 50 stores in Australia and New Zealand.
It was such a positive move for the company that Walls decided to grow the fashion arm of the business and last month shook hands with a high-profile Scandinavian company to become the Australasian distributors for top-end fashion label Day.
The range is highly trusted and sought after in Europe and Walls is certain it will take off Downunder - again, instinct.
The Scandinavian managers saw NZSM as a company that understands brands, and will ensure Day is correctly distributed, Walls says.
She says the move from sports apparel to catwalk fashion is a natural progression.
"We know about fabrics, patterns, quality, brands, distribution channels."
As of next month, Day will be distributed in 50 high-end boutiques in New Zealand and Australia - eventually, says Walls, she would like to take it to Fashion Week.
After a string of ventures, and a year of 300 per cent growth, the rest of this year will be about consolidation.
But as far as Walls is concerned, there will always be more big things to come - because as NZSM has proven, she says people will always be interested in a good, trusted brand.
BRAND POWER
Among the labels NZ Sports Merchandising handles:
* All Blacks
* Super 14
* Classic All Blacks
* NRL
* ANZ Netball
* NZ Rugby League
* NZ Cricket
* Wellington Phoenix
* Rachel Hunter Lola swimwear
