New seat belt issue

I have just bought some securon seat belts. I was just about to install them but when I tested them, I could not get the belt to pull out from the automatic reel. I have tried very slowly pulling out, also trying letting it in a bit first. I have tried the reel in different orientations. The instructions say nothing about this. Before I go back to suppliers, has anyone else had this issue? I have it on both reels.

Some will only work in a certain orientation but since you have tried that I guess they must be faulty.