A furniture company part owned by All Black lock Ali Williams is closing down barely a year after it opened as consumer spending continues to dry up.

Superfurn New Zealand, which has stores in Mt Roskill, Manukau, Henderson, Glenfield and Pukekohe, is holding a closing down sale and will shut up shop once it has sold off the last of its stock.

The company had planned to grow to 30 stores throughout New Zealand within three to four years, but a dramatic slowdown in sales put an end to this ambition.

Mr Williams, who owns a 20% stake in the company, set up the discount furniture chain with the help of Auckland businessman Paul Gapes after getting frustrated trying to find a bed suitable for his long frame.

But it’s not only tall people looking for long beds who will miss out with Superfurn’s closing; the company had also donated a percentage of its turnover to children’s charity Kids Can, of which Mr Williams is a patron and founder.

This money has been used to provide sports equipment for under-privileged kids.

Mr Gapes, who holds a majority shareholding in Superfurn, says the recession is “definitely” to blame for the demise of his company.

“Everyone in retail is struggling at the moment; sales are down and there’s no cash flow,” he says.

After opening in February, Superfurn experienced “great trading” until May and was still profitable until December when the situation deteriorated.

January, normally the busiest month for furniture traders according to Mr Gapes, proved a disaster sales-wise.

“I just thought that I should get out while I can still clear debt. At the moment I really can see no light at the end of the tunnel; sales are just so bad.”

But while pulling the plug early before things got worse may have lessened the financial toll, the emotional toll is high for those who poured so much energy into the business.

“I’m extremely disappointed,” says Mr Gapes. “This has been my baby.”

“Ali is also very disappointed, but he’s been very supportive during a tough period for everyone. He’s been such a good ambassador for the company and for Kids Can.”

As for job losses, Mr Gapes says ten full-time positions will disappear but adds that some staff have been helped into jobs at other furniture chains.

“We’ve been very supportive of our staff, trying to help them find new jobs. There hasn’t been too much collateral damage”.

But times are tough in the highly competitive furniture market, and he says there are “rumours galore” about the health of rival chains.

With the drop in the dollar set to drive the cost of imported furniture up once current stocks are sold, Mr Gapes warns it’s not going to get any easier for these retailers.

“Furniture has never been as cheap as it is now.”