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HomeNEWSSuperette to open new concept store showcasing international brands

Superette to open new concept store showcasing international brands

Apparel boutique Superette has announced it will open an ‘international flagship’ in Newmarket on April 4. The store will feature handpicked products from both established and emerging international designers.

Superette opened in 2001, and has five existing stores in Auckland, Wellington and Christchurch. The new Newmarket outlet at 8 Kent St is the sixth, and the second store in Newmarket. A seventh store is to open in Commercial Bay in September.

The new concept store will be named Superette International, and will be home to a suite of bricks and mortar features. The 135 square metre space will offer one-on-one styling services for men and women, with stylists including founding director Rickie Dee.

Dee and co-director James Rigden say the new concept was a natural next step for Superette.

“Superette International will be an entirely new experience for our customers, but very in keeping with our brand and its history,” Dee says. “Like our first concept that we launched in 2002, it will bring many international brands to New Zealand for the first time.”

The range will include products from brands such as James Perse, Rough Studios, Janessa Leone and Maria Black.

“The unique offering is designed to complement our existing mix, but will create a sense of discovery akin to shopping the back sense of Paris’ Marais or Soho in New York, where up and coming designers sit alongside more established luxury brands,” Dee says.

The fit-out has been created by Melbourne architect and interior design practice DesignOffice. It is to include draped curtains, parquet flooring and cast concrete.

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