"We're just applying our standard margins to [adidas'] product and selling it at recommended retail. What the [overseas chains] buy it for is not available to us.
"I was in our Wellington store on [Saturday] night and we traded until 10.30-11pm ... and I haven't had one person complain about that price."
A staff member at Champions of the World in downtown Auckland said the store had sold "hundreds" since the stock arrived on Saturday.
Spanish tourist Francesca Ortiz said yesterday she had planned on grabbing a jersey as a souvenir, but baulked at the price: "I think I'll get a cap instead".
Mr Marshall said the price set by adidas was the biggest influence of the final cost of each item.
adidas New Zealand's country manager David Huggett said the cost disparity between New Zealand and overseas was in part due to currency fluctuations.
"The price we set in New Zealand is relative to the local market and the price they pay overseas is largely driven against currency fluctuation which has changed quite significantly over the last couple of years," he told Radiosport.
The All Black jerseys are already being sold from non-official sources, despite being launched only on Saturday's test against the Springboks.
Trade Me has numerous listings for the shirts, which are selling new for between $150 and $180. One trader boasted that they were making huge sales after buying the jerseys in bulk from Britain.
The RWC version was also selling on online auction website eBay for £78 ($147).
Asked about the online sellers, Mr Marshall said: "Ultimately the customer is king and they will let us know if they're not happy."
BIG DIFFERENCES
All Blacks jersey, adidas (RWC version)
NZ$220
US$89.99 (NZ$103.80)
UK £64.99 (NZ$122.20)
Official Replica Rugby World Cup ball, Gilbert
NZ$65
US $29.99 (NZ$34.75)
UK£23.99 (NZ$45.28)
All Blacks anthem jacket, adidas
NZ$240
US$99.99 (NZ$115.90)
UK £74.99 (NZ141.96)
