Soma

History Milestones

• One of the oldest apparel manufacturing companies still in existence in NZ.

• Company founded by Stan Amos in Wellington in 1929 as G S Amos and Co to import women’s silk stockings, underwear and haberdashery.

• An early promotional line “Ladies fleecy lined bloomers shilling a leg, seats free. They won’t itch but you’ll be tickled by the price”.

• Early in 1930’s Government introduced extra import duties on made up clothing and decision was taken to manufacture interlock bloomers, athletic singlets, pyjamas and nightdresses, initially with a staff of 6. Company name was changed to Amos Softgoods Ltd.

• 1935 Soma Trademark was registered as an underwear brand. Soma being the reverse of the founders name, it is still the name that identifies the company 74 years later.

• During the war years with a shortage of shirts for the military and civilians, the Soma factories were seconded to produce for both the New Zealand and American armed forces.

• Post-war recognising the need to decentralise to secure a steady supply of machinists, factories were established in Otaki (1949), Hastings (1950), Levin (1955).

• 1954 all factories were grouped as Soma President Textiles Ltd. By 1960 staff numbers had reached 500 and the group were producing underwear, shirts, lingerie and pyjamas.

• 1955 NZ Knitting Mills Ltd established in Masterton to produce cotton knit fabrics for the groups underwear business.

• Acting on a tip from Farmers Trading, Soma approached one of the largest underwear and sportswear firms in the USA Hanes Knitwear of Winston Salem. In 1956 the franchise to manufacture Hanes in NZ was granted. The challenge, to break the monopoly market share held by Jockey (another USA brand) in NZ for mens and boys underwear.

• The Otaki and Levin factories were sold to McKenzies in the early 60’s and renamed Royden Textiles.

• A further satellite factory was opened in Waipukurau in 1973.

• Over the years Soma have manufactured under licence a number of internationally known brands apart from Hanes. They include Casulaire Shirts and Pyjamas (California) Pandora Lingerie (California), Shranks Underwear (New York), Kayser Lingerie (Australia), Beacham Rattray Sportswear (Melbourne), Christian Alber (Germany), Beefy-T (USA), Sutex Chenille (Australia).

• 1982 the founder GS Amos dies at the age of 92. He was still going daily to the office and active as chairman at the time of his death.

• February 1988 fire in Wellington Head Office and factory resulted in an earlier than planned move to Hastings.

• June 1988 consolidated Soma operations - a factory, knitting mill and national warehouse are opened at a new site in Wilson Road by David Butcher MP.

• 24 November 1988, the second fire in the year with total manufacturing operations and national warehouse destroyed in Wilson Road, Hastings.

• 1990 Opening of Company’s Outlet store in Hastings.

• 1999 Hanes and Beefy-T brands are handed back to Sara Lee Corporation as product is to be sourced from Asia. Company downsizes 80% and develops as a CMT (Cut, Make & Trim) producer, committed to manufacturing in NZ and the employment of New Zealanders.

• Recognising its traditional products of the last 50 years - basic T Shirts, sweatshirts and underwear would not survive with cheap Asian imports – company set out to develop niche markets based on NZ Merino knit fabrics where quick delivery, a reputation for service and high quality reliable product is important. This continues today with Soma offering a design and build service to its NZ client base.

• Company’s Mission underlines its working philosophy “Successfully keeping people clothed in quality apparel” This is a two edged sword. By producing quality products for its clothing customers the company aims to keep its staff in employment.