Central Hawke’s Bay turns passing trade into a visitor attraction

Central Hawke’s Bay has spent years trying to turn passing traffic on the Wellington–Napier route into paying visitors, rather than cars driving straight through town.

Norsewear’s new store at the old Waipukurau train station – its first standalone shop in almost 20 years has become the district’s proof that the approach can work.

The store shares the old station building with the Espresso Loco café, on a site the merino manufacturer hasn’t had a dedicated presence at since its original factory store was sold off during the Global Financial Crisis. Owner Tim Deane’s family bought the Norsewear brand back in 2023, and opening weekend alone stretched six staff to keep up with customers — a sign, Central Hawke’s Bay District Council says, that its own work with the brand is starting to pay off.

Central Hawke’s Bay district council economic growth manager Libby Tosswill says the location was central to the council’s pitch.

“The spot they are in was key for Norsewear as it’s along the main route travellers take as they go through Waipukurau,” she says.

That stretch of road carries more than passers-by, though, it’s also the route the council builds its Spring Fling festival calendar around, and timing mattered as much as geography.

“We’ve been helping Norsewear secure a location in Central Hawke’s Bay,” Libby says. “We told them about our Spring Fling festival and the massive benefits our businesses see from it, attracting thousands of visitors to the district during the festival. They were gunning to be open in time for launch weekend to capitalise on the entire festival.”

The council’s interest in Norsewear was never just about Norsewear- it’s the same ripple effect it wants from every business it helps land in the district.

“Norsewear is an iconic Kiwi brand, and we knew that by attracting them to Central Hawke’s Bay there would be knock-on effects – when they stop to shop at Norsewear there’s a chance they will shop elsewhere at one of our other businesses. We see the opportunity this brings.”

Libby says “Central Hawke’s Bay is woven into Norsewear’s story, and we share an ethos of keeping it local. It’s a Kiwi company, committed to using Kiwi wool, and committed to keeping its manufacturing in New Zealand, making the best socks in the world – I might be biased but they absolutely nail that,”

“And what better visitor experience can you offer than a shop that uses Central Hawke’s Bay wool to make the best socks in the world.”