Which international brands will set up shop in NZ this year?

Friday, 12 January 2018

It was a bonanza for new brands here last year but there will be fewer big names in 2018.

New Zealand is unlikely to get a 'burst' of new international retailers entering the market this year, as it did in 2017, a retail expert says.

The biggest names to set up shop in New Zealand last year were H&M, Mecca, Tiffany & Co, Zara, and Victoria's Secret, all of which have one or more stores around the country.

Tell us which international companies and brands you want to see in New Zealand: email businessday@fairfaxmedia.co.nz

Kiwis have been asking for Aldi to come to New Zealand, but despite landing in Australia in 2001, it doesn't look likely.

Chris Wilkinson, of First Retail Group, says many of those which had aspirations to enter the New Zealand market are either here now, or are assessing wider expansion strategies.

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This year, the big names are likely to be few and far between, but a few international brands are looking around.

Wilkinson said malls and developers were eager to welcome new brands.

'Just like the big operators, such as Scentre (Westfield), have encouraged Australian brands into the UK market, there is a similar strategy happening with NZ property owners keen to lure overseas chains that can help create uniqueness and destination value.'

Wilkinson says these brands might set up shop in New Zealand in 2018.

Brands which might come here:

HONEY BIRDETTE

A experiential chain store based in Australia specialising in boudoir apparel and accessories. It is part of the Brett Blundy group, which also owns Bras N Things, Adairs and Lovisa.

The brand, which sells provocative lingerie and luxury bedroom accessories, has received numerous complaints about its ad campaigns which have been described as 'porn-style advertising'.

As a result, some ads have been banned after they were deemed 'too racy' because they exposed minors to 'inappropriate marketing' by using 'highly sexual images'.

While controversial, it's also been highly successful, with stores through Australia and now opening in the UK.

COS

Part of global retail giant H&M, the brand has targeted main centres in Australia and would do well in New Zealand with 'mid-format stores offering simple styling with strong design influences', Wilkinson said.

The brand, which offers reinvented classics and wardrobe essentials, is based in London, where it opened its first store in 2007, followed by the launch of the online store in 2011.

The brand now has 215 stores across Europe, Asia, North America, the Middle East and Australia.

CULTURE KINGS

This cult sneaker and streetwear brand, which has barber shops and basketball courts inside its stores, was 'experiential retailing on steroids', Wilkinson said.

Founded in 2009, the Australian chain has had phenomenal success in cities and malls, becoming a destination people travel for, he said.

'We know many New Zealand consumers are shopping the brand online now and would expect them to be considering locations here.'

Culture Kings already ships to New Zealand from its online store.

Brands shoppers would like to see here:

IKEA

The Scandinavian furniture company is famous for its low-cost trendy designs, do-it-yourself assembly, and it is forever keeping Kiwis on their toes as to when it may be opening here.

Rumours about Ikea setting up a physical store in New Zealand have been floating around for years, with the latest being an announcement at the end of last year that the company may start taking internet orders and ship to New Zealand.

It was understood that Ikea had looked at several locations for a store, but was having trouble finding the right one as it needed to be both large and have good links to transport.

Kiwis will just have to keep hoping.

PETER JACKSON

A third-generation Australian menswear brand which specialises in their own label suits, which are made-to-measure and can be picked up for slightly more than an off-the-rack version..

The 70-year-old Melbourne brand, which also sells smart casual wear, has about 55 stores throughout the country.

It ships to New Zealand, but it is yet to be seen if it will set up shop in New Zealand.

MARKS & SPENCER

Anyone who has been to the UK will have noticed Marks & Spencer, or 'Marks and Sparks' as it is known by the locals.

The 131-year-old retailer announced two years ago that it was looking for suitable spaces in Australia, and it also appointed two new directors of private company Marks & Spencer (Australia).

But it has turned out to be a bit of an anti-climax, with the dedicated websites remaining the only direct link for Australian and New Zealand customers.

WANTED SHOES

An Australian shoe chain with a mix of own label and branded footwear.

Wanted Shoes was at the forefront of Australian fashion footwear when it opened its first store in 1979, trading then as Sacopelle.

The first store opened in Sydney, and it now has 21 stores throughout the country.

ALDI

German-based discount supermarket Aldi shook up the Australian grocery market when it opened there in 2001, but that will not be happening anytime soon in New Zealand, after a company spokeswoman said there were 'no immediate plans to enter the New Zealand market'.

For Kiwi fans, Aldi's arrival could not come soon enough with petitions on Facebook pleading for the company to set up shop here.

AQUILA

An iconic Australian men's shoe manufacturer and retail chain that has recently moved into apparel, offering Italian-influenced products.

Wishes granted - what we got in 2017:

Swedish fashion retailer H&M: Opened in Sylvia Park in Auckland, Queensgate Mall in Lower Hutt, Wellington, The Crossing in Christchurch

Fashion retailer TopShop: Opened stores in Wellington and Auckland, however it ran into financial difficulties not long after opening, and was forced to shut up shop

Fashion retailer Zara: Opened in Sylvia Park in Auckland, and is rumoured to be looking at sites in Wellington

Underwear retailer Victoria's Secret: Opened at Auckland Airport

Makeup retailer Mecca: Two stores in Wellington, two in Christchurch, three in Auckland

High-end jeweller Tiffany & Co: Opened on Customs St, Auckland

Australia's sixth biggest retailer Chemist Warehouse: Opened first New Zealand store in Auckland in December, with plans of rapid roll-out of 10 stores in Auckland, and more in other main centres this year

ASX-listed furniture retailer Nick Scali: Opened first store in Auckland just before Christmas. Further stores expected to open in Auckland, Waikato, Bay of Plenty and Wellington this year