Manchester and homewares retailer Adairs is employing an online-first strategy for its September arrival in New Zealand, with an Auckland bricks and mortar store in the pipeline for a month later.
The store represents Adairs’ first physical store outside Australia – the chain has more than 140 stores across the Tasman.
Its offering is similar to existing Kiwi homewares stores such as Briscoes and Freedom Furniture, with fashion-forward bed linen, towels, cushions, homewares, furniture and related products. There’s also a childrens’ section, Adairs Kids.
In a press release sent out by Adairs, it said New Zealand’s booming property market and the popularity of home renovation shows like Grand Designs and The Block have seen Kiwis increasing their spend on aspirational homewares.
Adairs chief executive David MacLean says the company is delighted to enter New Zealand.
“Kiwis are avid home decorators, so it made sense to expand Adairs into New Zealand and offer more choices,” says MacLean. “Product differentiation and making sure our collections are on-trend is important to us and Kiwis can expect new product drops every fortnight.”