WATCH: Official All Blacks store opens in Auckland

Cape Town - New Zealand Rugby has opened the first official All Blacks store at Auckland Airport.

"It's no secret we need to diversify our income streams and we think a stand-alone presence in the retail sector is worth exploring," NZR CEO Steve Tew told the Stuff.co.nz website.

"The All Blacks brand already has a strong presence overseas and we're confident there's enough demand in the market for the concept to grow both within New Zealand and globally.”

Official All Blacks merchandise was previously only sold through adidas-owned channels.