The Independent Collective lets ecommerce retailers share a shop

  • News
  • December 4, 2017
  • Sarah Dunn
The Independent Collective lets ecommerce retailers share a shop

Eight independent ecommerce retailers from around New Zealand have got the chance to scoop up some Newmarket foot traffic by clubbing together in a pop-up shop.

The Independent Collective founder John Stannard, who set up the venture with his wife Candice, is clear that the pop-up will have benefits beyond walk-ins and on-the-spot sales for its participants. He sees it as primarily a promotional tool.

“These people already have online shops. We’re a marketing avenue for them to do physical marketing.”

The eight retailers are a diverse mix from Napier, Christchurch and Auckland. The current retailer list is: Two Lippy Ladies, Charlotte S Skincare, Duffle & Co, Made in Mexico, Koza Towels, Popping Candy Shoes, 19 Black & Lucis Art. . The Independent Collective is at 160 Broadway in Newmarket, running from December 1 to January 7, 2018.

The Stannards run skincare company Charlotte S online, and came up with the idea for a collective pop-up after looking for tangible, experiential marketing opportunities at a small business level.

Stannard says the six-week pop-up store will raise the retailers’ profile among customers who browse, regardless of whether or not they buy in-store.

“These brands will be around hopefully for years, and the pop-up will only be there for six weeks. They can’t run a business on pop-up sales.”

The Stannards have found that once a customer has bought one of their products, those shoppers are much more confident to re-order. They believe the same will be true of shoppers who inspect products in person at The Independent Collective.

“Once you know what you’re getting, it’s much easier to buy online.”

Having a physical store offers customers the chance to check out items they may have admired online but been reluctant to commit to, Stannard says. In person, they’ll be able to touch and feel fabrics, try on clothing to check the fit, and inspect items for quality.

Stannard says a physical store also gives customers confidence in the retail company itself: “If you see something, you get some faith in the permanence of the brand.”

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Are you a digital litterbug?

  • Opinion
  • March 22, 2018
  • Michael Goldthorpe
Are you a digital litterbug?

f a tree falls in a forest and there’s no one there to hear it, did it really make a sound? Pretty much everyone has an opinion on that. It’s the pub chat version of Schrodinger’s cat. But since no one was in the forest, nobody knows the answer. And ultimately, it doesn’t matter. At least not until you ask the same question of digital marketing.

Read more

In the belly of the beast: Dr Rosie Bosworth on the pain, pleasure and promise on display at the world’s largest natural foods trade show

  • News
  • March 22, 2018
  • Rosie Bosworth
In the belly of the beast: Dr Rosie Bosworth on the pain, pleasure and promise on display at the world’s largest natural foods trade show

Dr Rosie Bosworth recently attended the world’s largest natural food and products tradeshow in California. What she found was a mixed bag: ‘Natural’ companies peddling healthy snake oil products, as well as promising plant-based protein start-ups that gave her hope for the future. Here, she reports back on the highs and lows of the show.

Read more
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Women in retail help one another. We spoke ...
All things to all people
Kiwi retailers share their omnichannel strategies.
How to open a store
Sarah Dunn considers what it would take to ...
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

A loveable rogue by any name: Rogue Society rebrands to to Scapegrace

  • News
  • March 22, 2018
  • Sarah Pollok
A loveable rogue by any name: Rogue Society rebrands to to Scapegrace

A new campaign by Rogue Society Gin declares they have ‘made a name for themselves’ and the New Zealand company doesn’t just mean figuratively. After an international scuffle with an American brewing company that had a beer called 'Rogue', the company has rebranded to be Scapegrace Dry Gin to better promote its product overseas.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit