Fashion distribution group True Alliance will make a targeted entry into the New Zealand retail market next week.
The Sydney-headquartered company is scheduled to open a series of flagship stores in Auckland on October 30, with sites for its Lacoste, Ben Sherman, Rockport and The North Face brands. True Alliance has leased four out of five available retail spaces in a new central Auckland building development, the Deloitte Centre at 80 Queen Street.
True Alliance retail general manager Simon McChesney-Clark said the company fought vigorously for the tenancy as the location offers a high-profile, high-traffic opportunity to penetrate the market.
“We also believe the Queen Street precinct is experiencing regeneration and growth and we wish to participate in this evolution,” he said.
Combined, the stores will take up almost 600 square metres of floor space and between 15 to 20 staff will be employed to facilitate operations. McChesney-Clark said the company began planning the stores over two years ago and were not deterred by the unstable retail climate.
“We take a very long term view in investing in our brand’s success. This is not dictated by specific or transient market conditions, but more about a medium to long-term outlook.”
He did not believe the stores will compete with each other, but felt they would cater to a mix of consumers.
The distribution company currently has over 500 wholesale accounts in New Zealand, covering a number
of brands.
While no further retail store openings are scheduled for the country at this time, True Alliance will launch four new sites at the revamped Chadstone Shopping Centre in Melbourne in time for Christmas. A North Face store will open next week, followed by Rockport, Speedo and Ben Sherman stores in mid-November.
The new stores in Auckland and Chadstone will bring the company’s retail store total to 39.
True Alliance was established in1982 and distributes apparel and sporting brands, with other labels including Chantelle, Passionata, Reebok, Royal Elastics, Speedo, Teva and Ugg.