While many retailers continue their retreat from physical stores, New Zealand-made merino clothing manufacturer Norsewear has done the opposite. The award-winning company has opened its first dedicated retail store in decades, located at the old Waipukurau train station in Central Hawke’s Bay – the perfect stop-off on the road between Wellington and Napier.
The store, which sells only the highest quality Norsewear socks, gloves, beanies and jumpers, is not a pop-up or a one-off, but a permanent retail presence. Norsewear Managing Director Tim Deane says although the brand is stocked in retailers across New Zealand, it has not had a dedicated Norsewear store for almost 20 years.
During the Global Financial Crisis of 2007 and the rise of cheaply made, imported synthetic fibre, the original Norsewear factory premises and store were sold, and only the factory was leased back to Norsewear to continue production. “Those were exceptionally troubling times, but through sheer determination Norsewear survived,” says Tim.
With no option to take back the management of the retail store in front of the current factory when he and his family purchased the Norsewear brand in 2023, Tim set the clear goal of opening his own. “We wanted to reinvigorate the brand, double down on our commitment to using homegrown wool, to manufacture locally rather than make offshore, and establish our own factory store to showcase our incredible range.”
The new Norsewear store is the only place in New Zealand to buy everything from brand-new product lines made from traceable New Zealand wool, to seconds, alongside specialty items not available through any other retailer.
And demand, says Tim, is clearly there. During its opening weekend, six staff were stretched to keep up with the crowds.
“The buzz the store is already creating has been tremendous. Waipukurau residents, and the wider Hawke’s Bay community as well, seem to love the fact that now, there’s a dedicated space in which to browse and shop. It feels very special to have our own place, on our own terms. And there’s coffee next door!”
The store, located on Bogle Brothers Esplanade, with the Espresso Loco café inside the other half of the train station, is currently open Tuesday to Saturday. Although scheduled passenger trains were disestablished along the train route in 2001, the line is still used for freight, and occasional historic steam engine journeys.
Now, having Norsewear in town makes Waipukurau an essential pit stop, whatever the transportation method, says Tim.
“I’m a little biased of course, but it’s totally worth the trip,” says Tim. “We have people popping in every day who have worn Norsewear their whole lives and it’s so wonderful to be able to share our love of traceable, New Zealand grown wool with others who understand our values so keenly.”
About Norsewear
Norsewear has been making the finest woollen socks, gloves and beanies for outdoor people, right here in New Zealand for over 60 years.
The factory in Norsewood (pop. about 150), at the foot of the Ruahine ranges in southern Hawke’s Bay, is a vital part of the local community. All the design, manufacturing, printing, quality control, packing and shipping is done there, using only the best merino, possum, and strong wool. Norsewear’s senior design and technical team have over 100 years of sock making experience between them and are amongst the most respected sock engineers in Australasia.
In 2023, the Norsewear brand was bought by the Deane family, who share a passion for wool, a commitment to local manufacturing, and an unwavering belief that New Zealand can grow goodness and wealth for local rural communities by taking Norsewear to the world.
A dedicated retail store in the farming town of Waipukurau opened in 2026.
