Brand New Alvagas Heater no pilot flame

Bought a new Alva Luxurious gas heater on 1st of May 2020. Put a new full gas canistor on. Followed in structions, pilot flame not coming off. Manual says keep the nob in for 15 secs. Still nothing after 5 mins. I live 30mins from the shop, thanks for wasting my fuel and time.