136 | BUSINESS OBO T T Richard Loader Protection where it’s needed most OBO produces protective equipment for field hockey goal-keepers. “We actually get letters from people declaring their feelings about the products. For us, this is recognition that we’ve created something pretty special.” Palmerston North company OBO Hockey has thrived since creating a niche niche business, specialising in the design, manufacture and marketing of protective equipment for field hockey goal-keepers. Today, the company sells globally to 74 markets, and commands a market share of 80%, selling to 300,000 customers. OBO’s founder, Simon Barnett says by concentrating on a specific range of products within one sporting code, pouring resources and good energy into constant research and development, he and the team have been able to assume market leadership. “Some 30 years ago we were importers of hockey gear and we recognised the opportunity to specialise in the goal-keeper, with a design focus approach, harnassing new materials. By concentrating on this specific it meant we could create real gain through R & D, so we sold the importing side of the business and repositioned ourselves. We haven’t looked back since,” Simon says. By relying on what Simon describes as sheer product strength, the company’s growth wasn’t so much revolutionary as it was remarkable, in terms of its ability to work for the consumer. A ‘better by design’ audit said, very wisely, that a strong business stands on two legs – product and brand, so OBO has worked hard to secure the brand to the point, where today, Simon describes it as one of the few New Zealand Love Brands. “We actually get letters from people declaring their feelings about the products. For us, this is recognition that we’ve created something pretty special.” OBO NZ is a small team across marketing, administration and logistics. In the factory 15 staff relentlessly create and test protective equipment, through the O lab. The company contracts out equipment design to two companies, one being Idea Developments, an industrial design company based in Feilding. Simon says the way the business operates is perfect for the New Zealand situation. “It’s a very cool and appropriate business model for this country; being the best in the world, making remarkable products. While we are very much design-led, we use the skills of specialist designers to create our products, where we get a very high level of service.” It’s essential, Simon says, to be wanting to listen to those on the field, experiencing the rigour and reality of the sport being played at its highest level. “Idea are willing and able to engage with the goal-keeper and be very careful about detail.” Asked where product development is evolving, Simon says, a new carbon version of a helmet, is causing excitement. “Our latest project with Idea Developments is to take our highly successful goalie helmet from an injection ABS plastic format into a hand laid, fully Carbon based construction. This will enable us to drive our unique helmet shape and design to the many international players who use OBO, cementing OBO as the brand of choice for all products and for all keepers.” And working in what he describes as a very nice city with very committed staff is like the icing on the cake, Simon reflects. “We’re fortunate to have very low staff turnover. Our team are very engaged in what they do. They’re proud of our cool products and the business’s culture makes it an exciting space to be part of.”
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