Mitre 10 NZ Changes Product Names for Cultural Sensitivity

Published on January 25, 2024

A major New Zealand retailer is back peddling on using Māori names for some of its products after deeming them culturally insensitive. Mitre 10’s Legacy brand has covered over existing stock with stickers to hide products emblazoned with a Māori word for the products which include toilet seats and toilet paper holders along with other bathroom fixtures. The move is temporary until existing stock is exhausted and replacements, sourced from China, will be produced with names deemed more apt. It is understood the products have been on sale for the past five years with the Māori names, but corporate policy now dictates the names be changed to reflect cultural sensitivity....

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