Close
 

New retailer on the block Kit and Ace builds community

  • News
  • October 6, 2016
  • Sarah Dunn
New retailer on the block Kit and Ace builds community

Founded by the wife and son of Lululemon founder Chip Wilson, Kit and Ace has a fresh take on the mega-popular athleisure trend with its range of luxurious proprietary fibres, headed up by washable, flexible ‘technical cashmere’. Its offerings overseas have seen it focus on community-building initiatives which bring customers into the store, such as its in-store ‘supper club’ dinner parties.

Strand says the global supper clubs are about creating events which expose the attendees to new experiences, in “a forum that is not a traditional way to be introduced to a brand”. Some have been held in New Zealand but not recently – they’ll be part of the Kit and Ace plan going forward.

Currently, Strand is focusing on her ‘Chai and Cashmere’ mornings on Wednesdays. They run from 7am-11am at the label’s store at 13 Galway St, with free cups of Storm & India tea for attendees.

“I really did it to try and have a reason for people to come in, and just create a community feel,” Strand says.

“It’s such a cool morning. If I can create a space for people to get together and connect before they go to work in the morning, then that’s a lovely thing to offer.”

There's also an after-work drinks edition, 'Copper Hour'. This is held every Thursday from 5pm-6pm.

Kit and Ace has been working on its entry into New Zealand for around six months. Its strategy does not include any traditional advertising – Strand explains that the label is all about creating authentic collaboration, connecting rather than pushing itself upon consumers.

“We want people to discover and hear about it through word of mouth.”

Strand also wants to create collaborations with local brands and people, speaking of showing artwork and establishing an evening speaker series. In keeping with a key Kit and Ace value – that of respecting peoples’ time – any forthcoming event will last under an hour and a half.

That spirit of collaboration also shines through in Strand’s attitude to local competition. While its functional cashmere pieces are quite different to the more traditional 100 percent cashmere offerings currently on the market, Kit and Ace’s items also work well with pieces from other brands, Strand says. Even the staff are allowed to wear other items with their Kit and Ace gear while on the shopfloor.

Strand is currently collecting recommendations from among New Zealand retailers like Karen Walker, Kathryn Wilson and Huffer for ‘The List’, a publication which recommends the best of local food, clothing and other retail outfits to Kit and Ace’s international customers.

Kit and Ace’s future in New Zealand will depend on how the pop-up goes, Strand says: “I am really excited to get the brand fully launched into the New Zealand market, but what that looks like, only time will tell.”

​ ​

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.

 
News

Trends analysed at Chicago's International Home + Housewares Show

Each new year for retailers is another question mark in guessing what to present to consumers. Luckily in the world of retail, trade shows can ...

 
 
News

Shoptalk 2019: The city of lights delivers

Juanita Neville-Te Rito shares a sprinkle of retail magic from Las Vegas retail conference Shoptalk.

 
 

Consumer confidence falls again, but still optimistic

  • News
  • June 20, 2019
  • Radio New Zealand
Consumer confidence falls again, but still optimistic

Consumers remain downbeat about the future of the economy, but are more upbeat about their own financial situations.

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.

 
topics
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 ...
Sisterhood
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 ...
 

Automation will help retailers focus on customers

  • News
  • June 19, 2019
  • The Register team
Automation will help retailers focus on customers

More than 100 retailers have gathered at Freedom Furniture’s new Newmarket flagship to consider what the upcoming wave of automation technology offers for the industry. Speakers included Pier Smulders from Alibaba Group and Soul Machines’ Hilary O’Connor.

Read more
 
 

A guide to the four favourite business f***-ups I've made

  • Opinion
  • June 18, 2019
  • Wendy Thompson
A guide to the four favourite business f***-ups I've made

Wendy Thompson is the founder and CEO of the successful social media marketing agency Socialites, and has 16 years digital marketing experience in some of New Zealand's top advertising agencies. However. that doesn't mean she hasn't made her fair share of mistakes in her career. Here, in her typically colourful way, she shares four mistakes she's learnt from all her years in business – and the important lessons she learnt from them.

Read more
 

The Kiwi start-up making edible coffee cups a reality

  • Design
  • June 18, 2019
  • Sarah Dunn
The Kiwi start-up making edible coffee cups a reality

The vanilla-flavoured, sog-resistant edible cups produced by Auckland company Twiice were four years in the making, but now they’re on the menu at Auckland cafes. We gave them a taste.

Read more
 
Next page
Results for
Topics
Jobs
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.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}