The Independent Collective lets ecommerce retailers share a shop

  • News
  • December 4, 2017
  • Sarah Dunn
The Independent Collective lets ecommerce retailers share a shop

Eight independent ecommerce retailers from around New Zealand have got the chance to scoop up some Newmarket foot traffic by clubbing together in a pop-up shop.

The Independent Collective founder John Stannard, who set up the venture with his wife Candice, is clear that the pop-up will have benefits beyond walk-ins and on-the-spot sales for its participants. He sees it as primarily a promotional tool.

“These people already have online shops. We’re a marketing avenue for them to do physical marketing.”

The eight retailers are a diverse mix from Napier, Christchurch and Auckland. The current retailer list is: Two Lippy Ladies, Charlotte S Skincare, Duffle & Co, Made in Mexico, Koza Towels, Popping Candy Shoes, 19 Black & Lucis Art. . The Independent Collective is at 160 Broadway in Newmarket, running from December 1 to January 7, 2018.

The Stannards run skincare company Charlotte S online, and came up with the idea for a collective pop-up after looking for tangible, experiential marketing opportunities at a small business level.

Stannard says the six-week pop-up store will raise the retailers’ profile among customers who browse, regardless of whether or not they buy in-store.

“These brands will be around hopefully for years, and the pop-up will only be there for six weeks. They can’t run a business on pop-up sales.”

The Stannards have found that once a customer has bought one of their products, those shoppers are much more confident to re-order. They believe the same will be true of shoppers who inspect products in person at The Independent Collective.

“Once you know what you’re getting, it’s much easier to buy online.”

Having a physical store offers customers the chance to check out items they may have admired online but been reluctant to commit to, Stannard says. In person, they’ll be able to touch and feel fabrics, try on clothing to check the fit, and inspect items for quality.

Stannard says a physical store also gives customers confidence in the retail company itself: “If you see something, you get some faith in the permanence of the brand.”

​ ​

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.


Regional rollercoaster: Selling to the Kardashians from Matiere

  • News
  • April 24, 2019
  • Rachel Helyer Donaldson
Regional rollercoaster: Selling to the Kardashians from Matiere

In the final article from NZ Retail magazine's nine-part series on regional retail, we're sharing the amazing story of how SME retailer Solvej Swings got its product into the home of one of the world's most influential consumers.

Read more

Regional rollercoaster: Arrowtown

  • News
  • April 24, 2019
  • Rachel Helyer Donaldson
Regional rollercoaster: Arrowtown

We're examining seven regional towns as part of a wider series. This time, it's Arrowtown under the microscope.

Read more

Regional rollercoaster: Greymouth

  • News
  • April 24, 2019
  • Rachel Helyer Donaldson
Regional rollercoaster: Greymouth

How are retailers in Greymouth adapting to our dynamic business environment? As part of a nine-part series, we took a look.

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 ...

Regional rollercoaster: Kaikoura

  • News
  • April 24, 2019
  • Rachel Helyer Donaldson
Regional rollercoaster: Kaikoura

As part of a series on regional retail, we examined seven towns to learn what makes some thrive and some dive. This article focuses on Kaikoura.

Read more

Regional rollercoaster: Bulls

  • News
  • April 23, 2019
  • Rachel Helyer Donaldson
Regional rollercoaster: Bulls

What does retail look like in 2019 for retailers in Bulls? We examined this regional centre as part of a wider series.

Read more

Regional rollercoaster: New Plymouth

  • News
  • April 23, 2019
  • Rachel Helyer Donaldson
Regional rollercoaster: New Plymouth

Why are some Kiwi retailers struggling in New Zealand's regions and some thriving? We put seven regional centres under the microscope to find out. This time, we're looking at New Plymouth.

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