Situated in the newest shopping hub of Niue, Soul Merchandise has been a cornerstone of local retail fashion since its successful opening in 2019. Owned and operated by Saofia Asanso—affectionately known to her customers as Fia—this female-owned business has become the island’s go-to destination for wardrobe updates and fresh kicks.
In 2024 Soul Merchandise received a boost with a Business Link Pacific (BLP) grant. Fia was able to upgrade her store layout leading to better floor management and overall operational efficiency.
Fia says “We were able to purchase new mannequins and display fixtures to better showcase our clothing and sneakers. This upgrade completely transformed our space. The improved presentation directly drove higher sales, increasing our revenue and profit margins. Ultimately, this stronger financial performance put us in a solid position to successfully secure a business loan for our continued growth.”
Recognising the demand and facing growing pains
Starting the business, Fia recognised a clear, lucrative opportunity in the market: Niueans have a deep appreciation for quality labels and looking their best. What started as a strong business idea quickly blossomed into a high-demand enterprise with a steady flow of inventory entering and leaving the shop.
However, growth brings its own set of hurdles. As her stock expanded over the years, Fia found it increasingly challenging to organise the store efficiently. Moving the shop around to accommodate the growing number of sneaker displays and heavy clothing racks was becoming a daily struggle. She knew there was something for everyone in her store, but she needed a better way to showcase it.
A seamless application process
About five years into her business journey, Fia found the help she needed when Business Link Pacific (BLP) opened its grant programme through the Niue Chamber of Commerce. Realising that investing in professional fixtures and mannequins could solve her visual merchandising challenges, she decided to apply.
At the time, the BLP grant was still relatively unknown to many on the island. Fia navigated the application with the help of the BLP Business Service Manager. She found the initial process to be remarkably easy, noting that the secret to success is preparation. Her advice to other business owners is simply to be patient and ensure all paperwork is in order—doing so makes the process seamless and truly pays off in the end.
BLP is a private sector development programme funded by the New Zealand Government. BLP works across 12 Pacific Island nations to stimulate demand for business advisory services and improve access to financial services.
Transformation, revenue, and future growth
The BLP grant marked a pivotal turning point for Soul Merchandise, providing the capital needed to elevate the store’s retail environment and drive sales.
Today, whether it is locals hunting for the latest clothing trends or international sailors and tourists arriving from the other side of the world, visitors are continually impressed by Fia’s wide variety of well-known brands displayed professionally in her store.
Soul Merchandise stands not just as a popular clothing and sneaker store led by a female entrepreneur but acts as encouragement to small and medium sized businesses to seek business guidance and financial support. With a beautifully organised, highly efficient space, Fia continues to bring premium style to the island, proving that with the right support and a keen eye for business, the sky is the limit.
To start your journey with BLP, you can self-assess your needs by using the free online tools available to help small- and medium-sized businesses diagnose areas in their businesses that an advisor could improve.
The first step can be the online Business Health Check. You can also check your business’s resilience to respond to crises or climate change challenges on the Business Continuity Planner and the Climate Action Sensor. If you prefer to meet a local BLP representative in person to discuss your business, get in touch with our local partners to arrange a face-to-face Diagnostic.