HomeTHE HOTTEST TOPICSConcept to closetA journey from retail to design with Knuefermann

A journey from retail to design with Knuefermann

Designer Turet Knuefermann first opened TK in Ponsonby after being inspired by trips to Brazil, because of the ability to find unique garments that were unavailable in New Zealand at the time. 

According to Turet, it was the right decision at the moment, as it was affordable to purchase stock from abroad as opposed to making garments in New Zealand. 

However, the demand for Turet’s made to measure service grew, and she could no longer sew garments on her own. An increase in business led Turet to outsource assistance locally and launch the label Knuefermann alongside operating TK. 

Turet has always had a close relationship with her customers. She has spent hours working on the shop-floor, taking into consideration how they react to her garments, most of them unaware they are talking to the designer. 

Although Turet’s customers love variety, including shopping on the high street, they always return to Turet because her garments last a lifetime, and are timeless classics. 

Turet notes that when producing garments in New Zealand, it’s vital to make them accessible and affordable to customers. She acknowledges this can be difficult; it is harder to calculate the exact cost price of garments as Turet uses separate cutters and machinists. 

Turet’s advice for other retailers is to be wary of holding too much inventory, and be light on your feet. She goes on to say that if you are stocking multiple labels, to buy small and continuously,  and keep it exciting for the customer. Importantly, try not to let sale stock linger. 

To ensure that Knuefermann is accessible to local retailers, Turet allows a cash and carry service, with no minimums, and next-day shipping. Retailers can walk into TK, or Knuefermann on Fanshawe Street, and purchase stock. How’s that for premium service! 


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