Identity has six stores in Auckland plus an outlet shop, and a further six in Hamilton, Lower Hutt, Palmerston North, Tauranga and Wellington. It has two stores in the South Island at Christchurch and Dunedin, and also sells online.
The clothing retailer was founded in 1985, and sells local and international labels. Its in-house label is called Gabriella.
Identity describes its niche on its website: “The Identity woman is a well-blended mix of street-smart modernist, epitomizing an effortless ability to switch their look day or night; from modern glamour to everyday, street-luxe dressing. Identity offers a comprehensive collection of designer apparel and accessories to suit every style and occasion.”
In a statement issued by his firm, McGrath Nicol, Black indicated Identity would be sold: “Identity stores will continue to trade while we work with Identity’s stakeholders, management and staff over the coming days to stabilise operations in order to facilitate a thorough assessment of the company’s financial position and to prepare the business for sale”.