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Global brands choosing the city centre for their New Zealand debuts

News story
Wednesday 10 Apr 2019

It’s an exciting time for the city centre with major global brands choosing to open their flagship stores here, bringing new international flavour to our already diverse retail sector.

The past few weeks have seen the launch of UK streetwear giant Superdry on Queen Street, the announcement that world-renowned accessories brand Daniel Wellington is arriving, reports of a Sephora flagship store - and of course ongoing excitement around the new brands expected when Commercial Bay opens in spring. 

Long lines on the morning of Superdry's launch on Queen Street on 4 April 2019.

The city centre - an obvious choice

Commercial vacancy rates in the city centre are at a record low at 3.5%, and retail spending is continuing to track upwards – our December quarter spending results saw a tidy 2.5% year-on-year increase. These results reinforce what we’re seeing everyday – new businesses believing that the city centre is where they want to be and worthy of their investment.  

Superdry Brand General Manager Antony Hampson says the brand chose to open its flagship store in the city centre because it was where they felt they would have the most "presence and impact". 

"We are really excited about launching here. Auckland's city centre is a diverse and multicultural place and a tourism hot spot which, given Superdry’s strong profile in other markets, plays to our favour and is an important part in choosing brand locations."

Similarly, Daniel Wellington Marketing Manager Therese Lofgren says a city centre location was an obvious choice for the Scandinavian accessories and timepiece brand.

"With Auckland city centre already being such a vibrant and bustling shopping destination, we couldn’t be happier to be opening up the first Daniel Wellington store here."

Both Superdry and Daniel Wellington have selected locations on Queen Street for their flagship stores. 

The golden mile and the benefit of agglomeration

Sometimes referred to as the 'golden mile', Queen Street is Auckland's (and arguably the country's) most iconic street, and is visited by more than 15 million people every year. With significant investment happening along the street, it's no surprise that big brands like Superdry, Daniel Wellington and Sephora are wanting to claim a Queen Street address. 

"We are confident that our new store will be a great addition to the already bustling retail environment on Queen Street." - Scandinavian accessories brand Daniel Wellington

These brands bring with them international clout that is bound to be a big drawcard for customers. Their presence is ultimately also good for other businesses in the area - that's the benefit of agglomeration. 

A go-to beauty destination

The reports of Sephora opening a flagship store on Queen Street have generated a lot of buzz in the media lately. 

The beauty retailer is highly anticipated and its arrival will build on the unique beauty offering that’s developing in the city centre. This will get even better when Dior Beauty and a third city centre Mecca store opens in Commercial Bay this spring - further cementing our position as the go-to destination for beauty. 

Commercial Bay

When Commercial Bay opens in September, it will form a new anchor for retail and hospitality at the juncture between the waterfront and Queen Street.

It will be home to a 120-shop mall and a bold new indoor-outdoor entertainment dining/bar precinct. It will also see some exciting international brands make their debut in New Zealand including high end retail brands like Furla and French fashion labels Sandro and Maje as well as internationally revered hospitality brands Saxon + Parole, Ghost Donkey and Genuine Liquorette.