Thirteen Shanton stores will re-open today and tomorrow with a new look and a new owner. The struggling womenswear chain went into voluntary administration in January, owing $7.8 million to 206 creditors.
The new owner of Shanton is Revolucija Limited trading as Shanton. The Auckland-based company is headed by director Juliana Yelavich, and was incorporated in June this year. Yelavich also owns clothing manufacturer Volapuk Design International Limited, which is a former creditor of Shanton.
Shanton went into liquidation in June this year, and the then-unidentified Revolucija scooped it up a month later. The chain’s outlets have been trimmed down from 27 to 13 – 10 of the stores are rebranded and refitted, and three are brand new. The new stores are located on Dominion Rd in Auckland, Tauranga and Pukekohe.
Media representative Monique Geenty said the new-look stores will feature “visual inspiration for consumers” and improved service.
“The new owner and rebranding represent the beginning of a new era in the life of the Shanton fashion brand,” Geenty says. She also cited a new commitment to improved quality in garment fit and fabric.
“Shanton will introduce seasonal stories at a very reasonable price point,” Geenty says. “Fresh drops of garments will arrive instore every two weeks, giving fashion consumers regular newness and inspiration.”
Shanton’s website remains down for maintenance but updates are being communicated through the chain’s Facebook page.
Shanton’s new-look stores are:
1 Mt Eden
5 New Plymouth
9 Rotorua Mall
11 Te Awamutu