H&M confirms first Kiwi store to open in Sylvia Park

  • News
  • October 14, 2015
  • Sarah Dunn
H&M confirms first Kiwi store to open in Sylvia Park

The Swedish giant, also known as Hennes & Mauritz, released the news of its Kiwi arrival in September as part of its latest quarterly report. CEO Karl-Johan Persson said then that as H&M expands into new online markets rapidly, it is upping the ante with bricks and mortar stores, too.

“In parallel with our rapid online expansion we are also opening stores at a fast pace,” Persson says. “In the fourth quarter we will open approximately 240 new stores net – which is almost three new stores per day. Next year, we plan to open stores in three new markets: New Zealand, Cyprus and Puerto Rico.”

H&M is part of a fast-expanding cohort of global fast fashion retailers which includes Spanish brand Zara and New Zealand's latest addition, UK-based Topshop. Its release today describes its offering as "high fashion and quality basics at affordable prices in the most sustainable way."

Chris Wilkinson, managing director of First Retail Group Ltd, says First had been aware that Sylvia Park owner Kiwi Property had a large tenant about to arrive as it had been shuffling tenancies in order to create "a space of real scale". Asked to speculate on why H&M chose Sylvia Park, Wilkinson says the site was likely one of the few that could deliver the scale necessary for H&M's preferred store formats. He says this kind of site is simply not available in New Zealand's trendier fashion districts such as Queen St and Newmarket.

"In the longer term, Scentre's plans for 277 [a Westfield branch in Newmarket] could include this size of anchor - but given the rapid on-boarding of these uber-scale retailers into the NZ market, they won't want to wait."

H&M's store formats are fresh, minimalist and very much focused on the product, Wilkinson says. He anticipates a strong omnichannel focus, with customers encouraged to mix their shopping experiences both instore and online.

Exterior view of H&M Store on Fifth Avenue in New York, USA.
H&M store in Seoul, South Korea.
Interior view of the H&M store in Barcelona, Spain, designed by Javier Mariscal.
Interior view of the H&M store in Barcelona, Spain, designed by Javier Mariscal.
Exterior view of the H&M Store in Ginza, Japan.
Interior view in the H&M Store in Las Vegas, USA.
Exterior view of H&M store in Milan, Italy.
Exterior of H&M store in London, UK.
Santiago de Chile, Chile.
H&M store at the Gran Vía in Madrid.
The official opening of H&M Melbourne on Saturday 5th April, 2014.

Wilkinson says the arrival of H&M will be a real benefit for Sylvia Park and for the surrounding retailers. Referring to the success of Topshop's branch on Queen St, he says all the retailers in the immediate area of this kind of outlet benefit from its foot traffic, and enjoy strong sales as consumers explore these new anchors.

The new H&M store will refocus consumers on the bricks-and-mortar store as core to an overall shopping experience, Wilkinson says.

"Once wallets open, this does benefit the wider retail community."

Wilkinson praised fast fashion such as H&M and Topshop as a "stepping stone" to designer clothing for aspirational consumers, describing it as a vital part of the fashion retail ecosystem.

"We know consumers increasingly love to mix fast, value priced fashion with designer brands, so it's not unusual for a $20 Glassons t-shirt to be paired with $400 G-Star jeans," he says. "This is another way we feel others will win."

Kiwi Property chief executive Chris Gudgeon says his team is thrilled to welcome H&M. The centre plans to invest $7.7 million into accommodating H&M and upgrading adjacent mall areas.

“We really believe in investing in Auckland’s growth, and bringing H&M to Sylvia Park is part of our plan to create a truly world-class retail offer in an increasingly world-class city," Gudgeon says. “Almost a decade ago when Sylvia Park opened, few could imagine that Kiwi Property would turn a brown-field site next to a motorway into New Zealand’s best shopping centre. Sylvia Park is today Auckland’s premier retail destination, with more than 12 million shoppers coming through our flagship shopping centre every year."

​ ​

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.


Readings present revised plan for Courtenay Central

  • Property
  • May 16, 2019
  • Radio New Zealand
Readings present revised plan for Courtenay Central

The company that owns Courtenay Central in Wellington says it has big plans for redeveloping the complex - which is closed due to earthquake risks.

Read more

How to tell if you're a born retailer

  • Opinion
  • May 16, 2019
  • David Farrell
How to tell if you're a born retailer

Retail is a profession, but true retailers are born not made, says Dave Farrell.

Read more

Sustainable soap wrapper among major winners at Pride In Print Awards

  • Opinion
  • May 15, 2019
  • Sue Archibald
 Sustainable soap wrapper among major winners at Pride In Print Awards

A sustainable, heat sealed soap wrapper that is claimed to saving tonnes of PET plastic film, petrochemical wax and glue from landfill each year, has won a major award in the Pride In Print industry awards. Sue Archibald, Pride in Print Awards manager, shares more.

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.

Regional rollercoaster
What does retail look like in 2019 for ...
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 ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
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 ...

Inside Little Yellow Bird’s equity crowdfunding campaign

  • News
  • May 15, 2019
  • Sarah Dunn
Inside Little Yellow Bird’s equity crowdfunding campaign

Wellington social enterprise Little Yellow Bird is seeking to scale its ethical apparel operation to the next level with an equity crowdfunding campaign.

Read more

Auckland design agency wins gold for retail packaging

  • News
  • May 14, 2019
  • Courtney Devereux
Auckland design agency wins gold for retail packaging

As a benchmark for impeccably designed packaging of consumer products, The Dieline Awards this year saw creative agency Onfire walk away with recognition for fantastic design for their retail products. We spoke with Matt Grantham, creative director at Onfire Design, about the importance of a strong visual brand in the retail product sector.

Read more

BYO containers policy live from June 1 at Foodstuffs stores

  • News
  • May 14, 2019
  • Sarah Dunn
BYO containers policy live from June 1 at Foodstuffs stores

Customers at Foodstuffs supermarkets’ instore butchery, seafood counter, delicatessen and bakery will be able to have food packed into their own clean, leak-proof containers from June 1.

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