Andrea Moore broadens business strategy with a new line to launch in Farmers

  • News
  • August 1, 2016
  • Will Bowman
Andrea Moore broadens business strategy with a new line to launch in Farmers

With more than a decade in the New Zealand fashion industry, Andrea Moore is set to launch a secondary range - I AM - into Farmers stores later this year to secure a path for long-term growth of the brand. 

The move by Moore, with business and life partner Brian Molloy, builds on their seven stores already operating throughout New Zealand and its launch marks a strategic step change for the already well established brand.

"With I AM we're appealing to the weekend personality of our Andrea Moore customers with a playful collection designed to work together and make dressing easy," says Moore.

The launch is a considered step in a broader business strategy and secures a path for long-term growth for the brand. The goal is to make design integrity accessible and affordable for a broader market in New Zealand.

The line itself, described as "bold and playful," will comprise of 26 styles focused around interchangeable separates and dresses in bespoke prints. Items in the collection will retail from $69.99 to $189.99.

Farmers group merchandising manager Eula Wood says its is thrilled to be housing the all-new I AM collection.

"Andrea Moore is one of New Zealand's leading designers and her fresh, contemporary collection will be welcomed by Farmers shoppers," says Wood.

Farmers, who operate more than 50 stores nationwide, present a unique scalable opportunity for the fashion label, while giving themselves a refreshing, New Zealand-centric, design element to their growing range of apparel.

"The I AM collection is one of many new-season changes that will help to further position Farmers as a modern shopping destination among Kiwis. It signifies an exciting direction for the department store," says Wood.

The much sought after label is known for its signature use of color, original prints and celebrating the individuality, strength and creativity of women. The new line stays true to this aesthetic, with Moore being inspired by a playful attitude, combining quirky prints with strong and simple shapes.

With a considered move to grow the brand, Andrea Moore & Co Limited has decided to aid the next stage of development with the launch of an online investment offer, available to the public from 27 July 2016, via Snowball Effect, the New Zealand based private equity marketplace.

The move is an innovative approach to raising the significant funds required to support the growth of the brand and presents an opportunity for the public and customers to have equity in the company as it moves into a new phase of growth.

The goal of the Snowball Effect campaign is to raise between $250,000 and $750,000 for between 6.7 percent and 17.6 percent of the shares in the company. Once raised, the funds will help finance the working capital requirements for their expected growth.

"We're genuinely excited about the growth opportunities available to Andrea Moore," says Molloy. "The Snowball Effect platform appealed to us as a very democratic way of reaching a broad range of investors. It allows us to connect with the growing market of people out there who are looking for high growth private enterprise opportunities outside the more traditional avenues such as investing in the stock market. Many of those people are our customers, so we also saw it as a way to bring them even closer as we progress on our journey as a business."

​ ​

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.


Idealog + Studio ZQ launch Wool-ovation competition: Enter now

Idealog is one of the few media brands dedicated to celebrating New Zealand’s special brand of creativity. We've teamed up with the New Zealand Merino ...


Sharesies investment platform joins the NZX

  • News
  • June 25, 2019
  • Courtney Devereux
Sharesies investment platform joins the NZX

Investment growth platform Sharesies has had a busy year in 2019, becoming B Corp certified earlier in April, and now has become an NZX participant starting this July.

Read more

Capitalise on today and invest in tomorrow at the Retail NZ Summit and SME Forum

New Zealand’s leading retail trade organization, Retail NZ, works year-round to assist its members with retail advice, benefits, industry intel and education. This July it’s ...


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 ...

Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...


Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

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