Adidas Originals flagship debuts in Auckland

  • News
  • June 29, 2016
  • Sarah Dunn
Adidas Originals flagship debuts in Auckland

The Adidas store opens tomorrow at 60 Galway St, Britomart. It aligns with the company’s ‘Neighbourhood’ concept, which is intended to “connect each city’s unique neighbourhood” and encourage creativity.

Steve Woolley, Adidas Pacific retail director says:

“The Neighbourhood concept has launched in Paris, Shanghai, London and New York and I am proud to announce the opening of New Zealand’s’ very first, in Britomart. The Neighbourhood concept provides a brand experience like no other. With plans to further expand the concept into 2017, Adidas is committed to bringing the Originals experience to New Zealand.”

Stirling Women, a sports-luxe sister brand to Stirling Sports, launched in New Zealand earlier this year. Its first store opened in Auckland’s Sylvia Park mall, stocking Adidas and other international labels.

Its second outlet is due to open on Ponsonby Rd on July 1.

First Retail managing director Chris Wilkinson says activewear remains on a strong growth pattern, tying it to “the Lululemon effect”. The high-end women’s activewear label entered New Zealand in 2011 and is widely credited with popularising the trend.

Wilkinson believes Lululemon has piqued consumers’ interest, sending them in search of “the next step” in branded activewear. For some consumers, this means Lorna Jane, available through Stirling Women, while others are tempted by the more fashion-forward lines released through Nike and Adidas.

More consumers are wearing activewear in the street and it’s become part of many peoples’ ‘fashion wardrobe’ rather than sportswear, Wilkinson says. While these international brands have chosen to concentrate on Auckland, he says the trend is nationwide.

Having recently spent time in New Zealand’s provinces, Wilkinson says small independent sports shops are now surviving by selling more sportswear and activewear than equipment like rugby balls and cricket bats.

Wilkinson says large retail brands like Nike are increasingly “geofencing” their product by restricting its supply through retailers and online stores. In explanation, he shared the story of Dune shoes in New Zealand. Dune, a UK brand, was originally available in New Zealand through Asos, but when the label secured distribution through high-end menswear retailer 3 Wise Men, it made sure Kiwi buyers could no longer purchase the shoe through Asos. The new channel was more in keeping with the brand’s aspirations, although it still used Asos to reach buyers in other markets.

It’s unlikely that Adidas and Stirling will make any money out of their Kiwi flagship stores, Wilkinson says. He believes that for large retailers like these, flagship stores are part of the marketing budget – the real sales are made through other sites. Perhaps there’s a place for those independent sports retailers after all.

​ ​

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.


Gun retail will change after the Christchurch shooting

  • Opinion
  • March 18, 2019
  • Sarah Dunn
Gun retail will change after the Christchurch shooting

In the wake of an appalling attack, public sentiment around guns sales has changed. NZ Retail and The Register editor and associate publisher Sarah Dunn considers how gun retailers can work with the community in this new environment.

Read more
Sponsored content

Protect against porch pirates: The Courier Box

Necessity is the mother of innovation, and this is certainly the case for The Courier Box designer and developer Joanna Steel.


How did that happen: Customisable Products

  • News
  • March 14, 2019
  • Courtney Devereux
How did that happen: Customisable Products

According to the Forbes 2018 trend report consumers are increasingly searching for personalization of products, services, and experiences. From wallets, phone cases, apparel, pet accessories, plates, bedding, and even number plates, if it can be purchased, it can be monogrammed, personalized, and used as a display of our individualism.

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 ...

Here we go again

  • Opinion
  • March 14, 2019
  • Satish Ranchhod
Here we go again

After losing some steam over 2018, another year of moderate growth in retail spending is on the cards for 2019.

Read more

Kathmandu security breach may have captured customer data

  • News
  • March 14, 2019
  • Radio New Zealand
Kathmandu security breach may have captured customer data

Outdoor clothing and equipment retailer Kathmandu is investigating a suspected customer data breach on its trading websites.

Read more

Briscoe Group notches another record annual result

  • News
  • March 14, 2019
  • Radio New Zealand
Briscoe Group notches another record annual result

Briscoe Group has reported a record full year profit after a surge of sales going into the Chirstmas shopping season.

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