15 Years Of Superette

Having recently celebrated 15 years in business, Superette have cemented themselves as some of the coolest kids on the block for their boutique fashion and lifestyle store offering. The Newmarket store, located on Nuffield Street, first opened its doors in 2005. Since it’s inception, Superette has remained at the forefront of the trend setting game, expanding from its vast array of clothing labels, such as the likes of Bassike, Camilla and Marc, and Sass & Bide, to homewares, active wear, jewellery and their own in house label. Owners Rickie Dee and James Rigden have managed to create not only inviting physical store experiences but have also adapted to the ever-changing online environment through the growth of Superette’s online retail presence and social media. Zara Overton spoke with Rickie about Superette’s evolution…



N. Congratulations on recently celebrating 15 years in business! Where did the name Superette come from?

We had a list of names that we loved so it was hard to make the call, but the name Superette was the winner as we liked the idea of it also meaning a space with a collection of curated goods.

N. What is your favourite thing about having a store in Newmarket?

We love Newmarket. Our customers are all awesome. It is a great shopping hub that is always bustling.

N. Superette have successfully launched their own brand, which sits alongside local and international designers in store. Why did you decide to start your own label?

We started our house brand a year ago with the intention to fill gaps in our current brand offering. It has had an amazing response so we will continue to build on this side of our business.

N. This has led to collaborations with other well known designers such as Bassike and La Tribe. What is it like working with other designers on collabs?

Collabs are awesome! We can get really creative and develop product especially for our Superette customers. Our customers love limited releases.

N. Over the past few years, the store has expanded it’s offering, branching into stocking homewares, active-wear, jewellery and kid-swear. What was the motivation behind this?

We have always been a store that is more than just clothes on a rack. We like to see Superette as a lifestyle brand. The introduction of the homeware sections into our stores 3 years ago has been very well received. Customers can now pick up new items for their wardrobe and home all at the same time.


N. In addition to your three Auckland stores, one in Wellington, and the recently opened Christchurch store, Superette also boasts a strong online presence. How does the Superette physical store experience differ from the online experience?

We are very passionate about our stores and their appearance. We really want to make visiting each store an experience and a space that they leave feeling excited and inspired. There will always be those customers who love to touch and try before they purchase. I’m one of them.

N. In terms of the buying process, how do you decide what’s right for the Superette customer?

Everything we purchase we must love and we have always approached our buying decisions around this. Our customers get our way of dressing so it works nicely.

N. How would you describe your own personal style?

I’m not sure I can sum my style up…it is just what I do and depending on the mood I am in, or what I have on that day. I do have key looks that I fall back on… skinny ripped jeans and a well cut tee and heels, or a frilled skirt with a leather jacket to toughen it up. I have a wee problem with leather jackets – I love them!

N. Where do you find inspiration?

I am inspired by everything around me – my family, my amazing team, my friends and of course travel, blogs and magazines.

N. What is your favourite city to visit and why?

I’m more of a beach destination person so I would have to say Bali. It is a place I have visited every year since I was 5 years old. I love everything about it…the warm weather, the food, the beaches and its creative vibe.

N. How do you balance the demands of having a family and running a very successful business?

It is certainly hard to find the perfect balance. I have a very supportive partner and family around me so couldn’t do it without them. James [business partner] and I also share our workload and help each other out when we have family commitments. I do also think it is important to take time out for yourself…this is something I am learning to do more of as I get older.


N. It’s 10am on a Sunday, where will we find you and what are you doing?

Sunday mornings we are at swimming lessons and then usually head out for lunch afterwards with all the kids. Sundays we try and keep free of jobs so we can just hang with the kids.

N. What is your favourite place to grab coffee in Newmarket?

I am always super busy when I head to Newmarket to see the team, however I always grab a takeaway coffee from Little Nuffield right next door to the store. They make a great coffee.

N. What has been your best fashion investment?

My Camilla and Marc Blazers. They are the best cuts and so timeless.

N. And your worst?

Everything in my wardrobe I have worn time and time again so there’s not really anything that I consider a bad investment.

N. With such a huge following on social media that continues to grow, how has social media and the likes of Instagram changed the way you work?

Yes, social media is a big part of what we do…we have a team allocated to it. It is such a great way to interact directly with our amazing customers.

N. What’s next for Superette?

We aren’t huge planners, but at the moment we are working on building our online presence in other markets outside of NZ. On the retail side, we are likely to open another store in the next year. We always have things on the go. We do our best things when we are busy working on lots
of projects.


34 Nuffield Street



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