Avis Nelson

House Hold Linens is a New Zealand business that began 38 years ago in the basement of Avis Nelson's home in Pakuranga, Auckland. Beginning in manufacturing, Avis has built House Hold Linens into the successful vertical retail business that it is today.

With a chain of 10 stores throughout New Zealand and Australia, Avis recently passed the day-to-day management of the business to her daughter.

With not so much to do now, Avis has increased the amount of time she spends ‘giving back’. As a regular volunteer at Ronald McDonald House, Avis says, “I have been blessed with my family, so now I have the time I’d like to spend some of it helping others.”


Q What was your first significant business venture and what did you learn from it?
HouseHold Linens has been a 40 year project. Beginning as a CMT (Cut, Make, Trim) operation over the years, all the changes in business circumstances have meant vigilance to ensure stability and growth. Daily lessons were there to be learnt by someone with retail experience and no particular training in the world of business. Employment was unionised, bank managers were all men who found a girl across the desk who said YES, then worked out how to do it, a little bewildering. I have learned to trust my instincts.

Q If you could start your business life again what key business skills would you make sure you had in hand to ensure your pathway to success was smoother and shorter?
My conservative decision-making stance certainly stopped me growing the business as quickly as I would now. At the time I was happy to reinvest funds only once they were available.

Q Who are the mentors/role models that have inspired you and what important lessons have you learnt from them?
Many people have been generous with their time and knowledge, which was a significant help over time, both professionally and personally. From these friends and industry colleagues I gained the confidence to say what I meant as soon as possible.

Q What got you through the ‘tough’ times?
Perseverance and being prepared to put in the hard work. I also always had a belief that nothing lasts forever.

Q What are the most important things you have learnt about succeeding in business?
Not to be complacent.

Q What were some of the core values that you built your company upon and have these values changed over time?
Primarily, quality along with a ‘can do’ attitude. Meeting customer needs, leaving them feeling that we have done our best to achieve their needs. HouseHold Linens still operates under this premise today.

Q The Linen market is highly competitive. How have you been able to stand out from the crowd?
An old fashioned belief in 100% quality cotton. Offering an extensive selection to choose from in both classic and modern designs, giving a wonderful nights sleep from the benefits of 100% pure natural cotton.
Being a vertical operation, designing, creating and retailing exclusively for HouseHold Linens.
Making a top product available to the consumer at a quality and the price point of their choice. Ensuring our stores are clean, organised, full and make it easy for people to find the product they are looking for.

Q How do you maintain enthusiasm and passion for your business and how do you transfer this to your team(s)?
My passion for linen was passed on by my grandmothers and has not diminished with the years and I love nothing better than to chat in the stores with both the team and customers about all the benefits of natural fibres and construction, while impressing on them it is the feel that tells you which quality works best. Imparting care-knowledge to look after and achieve the best from the product.

Q What are some of the important lessons you have learnt about effective leadership?
No-one does it alone. Being consistent, fair, honest, trusting and respectful are words that describe good working relationships, without which none of us stay in business

Q Throughout your career what is the most important thing you have learnt about business partnerships?
Listen to everyone, then keep your own counsel.

Q From your experience do you believe that you should keep business and family life separate or are they ‘one and the same’?
Not an easy one, unfortunately, or fortunately, the nature of a family business is such that choice is often not an option. When extra help is required for an order, or someone calls in sick, you do what has to done.

Q How do you balance running a business and having a life?
Not easily, although many friends are also business colleagues which makes it easier

Q What key strategies can you recommend in developing an export market(s)?
For HouseHold Linens opening stores in Australia is our strategy for selling to the Australian market.

Q What distinct advantages are there in running a business in New Zealand?
The tyranny of distance is not an issue.

Q You now spend significant time giving back to the community. Tell us what you’re involved in now and why you are supporting this/these organisations?
I am a member of NZ Business Mentors and work with small business people. As I can choose who I take as a client I mentor mainly women as I believe I can encourage them to achieve their goals as I was encouraged.
I also do some voluntary work at Ronald McDonald House which I really enjoy. I have been blessed with my family, so now I have time I’d like to spend some of it helping all the wonderful people at the House who work tirelessly for families under such stress.

Q Is there a significant quote or saying by which you live your life?
It’s easier to catch flies with honey than vinegar.

Q What are some of your current personal and business goals?
With my daughter now running HouseHold Linens I am able to spend time with my grandchildren, enjoying seeing them develop. Maintaining my health to enjoy travelling to visit the many friends I have gained over my work years.
Business goals - I am there to support the team continue to achieve growth? I have an interest in doing homes up which I intend to pursue.

Q What do you love most about business?
People. Selling.