These USC fans love to “GoNuts.”

Leis-ing in Wait
GoNuts Eager to Take the Next Step in the Licensed Marketplace
October 1, 2010

The secret is out in the NFL. American Samoa produces more players per capita than any other region in the world. That list includes All-Pros Junior Seau and Troy Polamalu. But there’s something about these Pacific islands that has college football fans across the country even more excited—GoNuts Kukui Nut Leis.

“We’re the original logo kukui nut jewelry,” says owner Willie Salave'a. “Our leis are
perfect gameday accessories. We also make bracelets and earrings. Men and women love them. They really make a fashion statement.”

GoNuts leis are also helping to keep the American Samoa economy alive. Earlier in the year, Starkist pulled out of the region, leaving many islanders jobless. Salave'a hopes to pick up the slack. “We’re Samoans,” he says, “and we support Samoans.”

An island bracelet in Virginia Tech colors.

To that end, GoNuts is in the process of building a factory in American Samoa for mass production of all its items. According to Salave'a, the company is also gearing up for expansion into new markets. Currently, GoNuts has licenses with more than 70 schools. Salave’a would like to develop product for professional leagues as well, including the NFL.

That’s why the GoNuts team is excited for its debut at the Sports Licensing & Tailgate Show next January. Salave'a sees it as a great opportunity to introduce the company to retailers and buyers and look for partners that can provide distribution and sales support.

GoNuts has a good business model in its relationship with Fred Meyers Department Sotres throughout the West. “We’ve had unbelievable success with them,” says Salave'a. “We blew their expectations out of the water.”

Salave'a attributes part of that success to the hands-on approach embraced by GoNuts. The company regularly hosts in-store product extravaganzas at no cost to its retail partners. The results—excited customers dressed in leis, bracelets and earrings—speak for themselves.

“We’re more than just a product,” says Salave’a. “We help retailers promote our products and sell them. And we’re committed to the ideals of Samoan heritage and spirit.”