NEW ZEALAND. New Zealand Rugby (NZR) has opened the country’s first official All Blacks store in partnership with Lagardère Travel Retail at Auckland Airport.
The 80sq m store is designed to provide a visual illustration of the “power and passion” behind the All Blacks, said the travel retailer.
An eye-catching LED entrance invites shoppers into the store. Inside, a Wall of Champions, a virtual reality Haka 360 experience and a large silver fern design on the ceiling feature. The store sells apparel, jerseys, rugby balls, gifting items and other All Blacks licensed merchandise. Travellers will also have the opportunity to interact with visiting All Blacks and NZR players.
“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,” said NZR Chief Executive Officer Steve Tew.
Auckland Airport General Manager Retail and Commercial Richard Barker said that the new store will be an exciting addition to the airport’s retail offer.
“We’re delighted Auckland Airport will be the home of New Zealand’s first official All Blacks store,” he said. “The All Blacks are New Zealand’s premier sports team and current back-to-back world champions [2011 and 2015 with 2019 to follow? –Ed]. Their values and success are a perfect fit for our retail goal of providing customers with the best of New Zealand and the world. This new store will ensure travellers can purchase popular All Blacks memorabilia before they travel overseas.
“The official All Blacks Store is the first of many new retail stores that Auckland Airport will announce this year as part of the upgrade of our international departure experience,” said Barker.
Lagardère Travel Retail Pacific CEO Przemyslaw Lesniak added: “We could see the potential of partnering with NZ Rugby to bring the world’s first official All Blacks store to Auckland Airport. It is fitting that this is taking place in travel retail, where many well-travelled fans will have first access to an innovative and exciting store environment, as well as a wide range of products. We look forward to what this partnership will bring.”
The store is located on Level 1 of the international terminal building, before the new customs and security screening area. This location allows the store to be visited by both travelling passengers and the general public.
