New Zealand Rugby open first official All Blacks store

New Zealand Rugby have made a foray into retail with the opening of the first Official All Blacks Store at Auckland Airport.

The store opened its doors early Monday morning, and will be a one-stop shop for licensed All Blacks merchandise.

“It’s no secret we need to diversify our income streams and we think a stand-alone presence in the retail sector is worth exploring,” NZR Chief Executive Steve Tew said in a statement.

“The All Blacks brand already has a strong presence overseas and we’re confident there’s enough demand in the market for the concept to grow both within New Zealand and globally.

“It’s a unique shopping experience where customers can immerse themselves in the All Blacks story, while also taking away a memorable piece of their experience.”

NZR has teamed up with Lagardère Travel Retail group, the world’s largest international network of news and convenience outlets based in transportation hubs worldwide.

With around 4,700 retail stores in 31 countries, Lagardère provides significant experience and expertise to NZR’s venture.

Official All Blacks merchandise has previously only been sold through adidas owned channels, external retail outlets and online.

The new store has been designed to provide a visual illustration of the power and passion behind the All Blacks. Features include an LED archway entrance, Wall of Champions, a virtual reality Haka 360 experience and a roof adorned with a super-sized silver fern.

As well as a range of adidas All Blacks, Investec Super Rugby and Black Ferns jerseys, the store will include an unrivalled variety of All Blacks licensed merchandise.

The store is located before the new customs and security screening area where it can be visited by both travelling passengers and the public.

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