‘Let it rain’

A Christchurch firm is hanging out for rain at this year’s Fieldays.

Sandford Industries will have their third stint at Fieldays this year, selling Commando M shoes and general purpose gumboots for children, men and women.

So it is no surprise the director of the Christchurch-based manufacturing company, Kris Webster, is praying for rain.

“I look forward to the rain,” said Webster, a former Hamilton resident.

“While obviously some people want the rain to stay away, we welcome it.”

“Let it rain, let it rain,” a recent Sandford Industries Facebook post says on their week in Hamilton.

Their gumboot sales increase between 35-45 percent when it pours down, said Webster.

“People come in, they don’t care about the colour, they just pick a size that fits and they’re on their way.”

He adds two years ago when it rained at a South Island A&P show, the company’s sales went through the roof, “selling out within four hours”.

With the predicted forecast this week, Webster is hoping to sell 1200 pairs of gumboots and shoes – 400 more than his past two years at Fieldays.

The event is an ideal opportunity for the gumboot company to market their brand and to touch base with their customers.

This year they’re using the event as a platform to release a new product, the Commando Tough gumboot.

“We’ve got a new gumboot which we will have on display. It has a specially developed sole for beef plants in New Zealand.”

In 2011, their first time at Fieldays, Sandford Industries drove two vehicles “full of gumboots” up from Christchurch. Now the team of five fly up, sending gumboots to Hamilton in advance.

As the years have gone on they have become more strategic and organised, he said.

“Accommodation has always been really expensive, and taking staff out of the operation in Christchurch was a challenge as well.

“This year we’re staying at a family friend’s home and we’re hiring staff up in Hamilton which obviously saves on transportation and accommodation costs.”

Along with rain, Webster anticipates shorter hours for the team this year.

“Theoretically this year when Fieldays closes each day, we can shut our tent, enjoy a cold beer and head home around 7pm – hopefully.”