Some of its recent years may have been rougher than others, but New Zealand retailer Postie has made it to 110.
It celebrated the milestone as it launched its 2019 Autumn/Winter range at Auckland venue The Glasshouse on Wednesday with a performance by Stan Walker. Walker also stars in the brand’s latest advertising campaign, which is set to his 2018 hit ‘Thank You’.
Postie chief executive Rod Orrock says the campaign’s message was intended to thank consumers for supporting Postie’s continued survival.
Postie has recovered significantly from its position a few years ago, Orrock says. Postie was put into voluntary administration in 2014, closing12 stores and laying off 64 workers, but following its purchase by South African firm Pepkor later that year, it successfully pulled off a turnaround strategy.
Pepkor was purchased by South African retail holding company Steinhoff International in 2015, which has now designated Postie as part of subsidiary company Greenlit Brands.
Orrock says apparel is an unforgiving industry and it’s difficult to recover from mistakes made in it, but the difference between Postie’s tough times and now is its clear understanding of who its customers are and what they need.
Former Postie chief executive Henry Lee left the company in January 2017. Orrock took over in September of that year, and is based in Sydney. He is also the chief executive of Australia-based retailer Best & Less, which shares Postie’s corporate parent company Greenlit Brands.