Interior design supports sales at Gregory

  • News
  • April 23, 2015
  • Catrin Owen
Interior design supports sales at Gregory

Retail stores can often be uninspiring – merely racks upon racks of clothes.

But sometimes a brand avoids the dull and ordinary, going beyond expectations to create a space that inspires not only shoppers but also interior design enthusiasts.

Gregory has created a space in the heart of Wellington that is a showcase of clothing and interior design bliss.

For over 20 years, they have focused on “innovative clothing” that is defined by strong couture and architectural inspirations.  The design of the clothing somehow reflects the fit out of the new shop.

The brand focuses on providing a luxury shopping experience with trend-led products at an accessible price point. It’s a new concept to New Zealand’s fashion market, allowing Gregory to carve out a niche for itself amongst fashion retailers.

Moving away from traditional retail models, the model they have created allows the brand to supply quality garments in limited quantities.

95% of Gregory’s clothing is manufactured in New Zealand, something that is often unheard of in today’s fast fashion industry. It's an unique aspect of the business, as it allows them to have lower minimum quantities. That translates to a fast turnaround time when reacting to strong selling styles, change of colour or fabric, as well as reducing stock-on-hand risk.

With only the clothes differentiating some retail spaces, the new Featherston St store is a prime-example of the need to stand out and be different.

 “We still strongly believe that the traditional bricks and mortar, in-store shopping experience is an integral part of the business. [It] allows us to set ourselves apart from the competition,” says Kelly Maire, the brand and sales manager.

The idea of the new fit out was to strip the building back to its bare bones and reveal original elements that had been covered up to their initial condition.

A raw backdrop of concrete and marble as well as the exposed ceiling and windows allow the bolder features to come into focus, letting the clothes sell themselves.

“We try and work as much as possible with the natural elements of the particular store. The windows and ceiling have been exposed, columns reclad and returned to their original condition and where they were missing detail, that has been replicated,” says Maire.

Their signature gold racks are mixed with a mid century modern style and furniture from American designer Kelly Wearstler.

Statement furniture pieces include a mid-century modern table with a sculptural bronze base that mirrors the angular light created by a 1950s Stilnovo ceiling fixture.

Maire has heard nothing but positive feedback from customers, and says the interior of the store has become a crucial aspect of the shopping experience for customers.

At the same time, building a business in such boutique fashion means the best customer service is required, leading to an extremely selective hiring process, Maire says.

“Our mission is to provide the very best retail experience in the country from our staff to our product and store fit-outs. We want to provide a luxury shopping experience at an accessible price point,” she says.

While the new space stands out amongst others, they have created a cohesive flow between its other stores around New Zealand with the smaller details - the concrete floors, brass, marble and glass and bold accent pieces.

Gregory already has five established stores in New Zealand and hopes in the future to develop the business in offshore markets. 

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Military-style semi-automatics ban announced

  • News
  • March 21, 2019
  • The Register team
Military-style semi-automatics ban announced

As of 3pm on March 21, a wide range of semi-automatic weapons have been reclassified under section 74A(c) of the Arms Act as requiring an E endorsement on a firearms license. This means they can no longer be sold to those with A-category gun licenses, and their purchase now requires police approval.

Read more

Retailers gather for insights at NZ Retail and The Register's breakfast

  • News
  • March 21, 2019
  • The Register
Retailers gather for insights at NZ Retail and The Register's breakfast

NZ Retail and The Register’s sales and marketing breakfast saw dozens of Kiwi retailers come together to network, sharing tips and tricks and absorbing expert advice.

Read more

Who stole Christmas?

  • News
  • March 21, 2019
  • Kelly Withers
Who stole Christmas?

Results are starting to trickle in from Christmas 2018/2019, and for many retailers, they're a little disappointing. Paydar chief executive and co-founder Kelly Withers explores the data.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Chinese businesspeople raise millions for Christchurch victims

  • News
  • March 21, 2019
  • Radio New Zealand
Chinese businesspeople raise millions for Christchurch victims

A group of visiting Chinese businesspeople have raised $2.35 million for victims of the Christchurch mass shooting.

Read more

The Retail NZ Awards: What does it take to be a winning retailer?

Take this time to shine with the upcoming Retail NZ awards, a chance to show the retail industry what makes your business stand out. No ...


Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

  • News
  • March 20, 2019
  • Sarah Dunn
Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

In the wake of the attack on Christchurch’s Muslim community on March 15, strong calls for changes to New Zealand’s gun last have been made. Trade Me was the first retailer to act, halting the sale of all semi-automatic weapons on its platform, and it has now been joined by Hunting & Fishing New Zealand.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit