Traditional customer service

King Country and Waikato residents have been relying on Haddads Menswear in Otorohanga for their work and leisurewear since 1965.

Customers actually come from much further afield, from all over the world, drawn by the olde worlde charm and customer service exemplified by Karam and John Haddad and their team.

Haddads has featured Skellerup products since its first week of operation and to this day Skellerup gumboots remain an integral part of the business.

In its infancy, Haddads Menswear was 3.7 metres by 12 metres. Now it is 1067 sqm of merchandise – every centimetre of space in every direction is filled with stock. It takes new employees three months to get to grips with where everything is.

It is stating the obvious to say this is a shop with a difference. It represents a bygone era. They still wrap purchases in brown paper.

The shop is not online – there are no computers. "But we keep our stock up with the latest," John says.

"Everything is done in the old-fashioned way. There is no computerised stock control, we do it manually. It is like a game. We love it," John says.

Their policy of the best quality at the best price has created true customer loyalty which is shown in repeat business and referrals to new customers.

"We believe if you look after your customer, your customer will come back," John says.

It is a business ethos shared by Skellerup, which is celebrating its centenary this year.

The first Para Rubber store was opened in Christchurch by George Skellerup on September 12, 1910, and the first gumboots rolled off the production line in Woolston, Christchurch, in 1943. Skellerup's head office and largest factory occupy the same site today.

"Buying clothing is not like buying groceries," John says. "Groceries you need now. But with our type of merchandise you don't have to have it today, you can wait until you come to town. So our customers wait until they are coming through."

Their philosophy is not that the customer is always right. In fact, if they think the customer is wrong about a product, they will tell them.

"You have got to make sure they walk out with what is best for their job, not just what they asked for," John says.

They are proud of their business partnership with Skellerup. "We congratulate Skellerup on its centenary. It is a magnificent milestone in the company's business journey and in New Zealand history."

The Skellerup stock in the store has changed over the years, but the one constant has been gumboots.

"Skellerup makes the best gumboots in the world."

Farmers are Haddads' main customers. John says the biggest breakthrough in gumboot history was the addition of the soft inner sole into Skellerup gumboots in 2003.

"From then Skellerup realised the importance of comfort and cushioning. It was a major step forward for gumboots in this country."

Most years their customers buy a new pair of gumboots, but the customer loyalty to the shop also extends to the brand, as farmers buy the same model of Skellerup gumboots year in and year out, John says.