Nicholson looking to take on Kiwis and Sydneysiders
Looking to broaden brand awareness throughout the Australasian region, the company has opened its first boutique in New Zealand and drawn preliminary plans for a launch into the Sydney market.
Currently stocked throughout select Myer stores nationally and at its flagship boutique in St Armadale, the company has also developed a strong wholesaling presence in New Zealand.
Designer Georgie Sutton believes the new retail operation in Auckland will further boost the company's standing in the region.
"Auckland has become a hotspot for fashion. Their style is discreet, stylish and unique, a definite 'look' that mirrors Melbourne's fashion reputation. Being a Melbourne born label, it made sense to take a next step in a similar market."
Sutton also believes the company's large knitwear category will make it an attractive prospect for the New Zealand climate. Specialising in the use of fine natural materials, the company will join a host of upmarket boutiques alongside the redeveloped Nuffield strip in Newmarket.
"The calibre of other brands going into the Nuffield precinct made it appealing for us to be represented," Sutton added. "Karen Millen and Trelise Cooper [are some of the designers], just to name a few."
Launching with Nicholson's spring/summer 2006/07 collection, the new boutique currently stocks a range of summer dresses, jackets, skirts, shorts, kaftans, coats, tanks and belts priced from $59 to $429. Made from a selection of pure silk, linen, cotton and wool, the colour palette includes poppy reds, sWhile the company will focus on driving its New Zealand operations within the next year, Sutton also said it has also drawn preliminary plans for a Sydney store opening.
"When and where is still to be determined - it's just a matter of finding the right location."