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Superette epitomizes all things stylish + unique. Constantly showcasing lust-have designers of which change on a seasonal basis, the Superette brand offering has grown to include such household names as camilla and marc, Ksubi, sass & bide, Lover, Stolen Girlfriends Club, Nudie, Shakuhachi, Bassike and many more.
"The philosophy is simple, everything we buy, we must like + would wear ourselves. The designers that we stock are handpicked each season, so I guess you could say they are a collection of our favourites."
Alongside its extensive fashion offerings, Superette is a trove of objects to desire- limited edition books, candles, cameras and art are just some of the treasures that sit alongside the clothes on the racks. Superette is not just about the clothes – it's a lifestyle.
"There is never a static moment at Superette; we are constantly on the hunt for her designers. This is what keeps us passionate and excited about what we do. There is always more to discover…"
"The philosophy is simple, everything we buy, we must like + would wear ourselves. The designers that we stock are handpicked each season, so I guess you could say they are a collection of our favourites."
Alongside its extensive fashion offerings, Superette is a trove of objects to desire- limited edition books, candles, cameras and art are just some of the treasures that sit alongside the clothes on the racks. Superette is not just about the clothes – it's a lifestyle.
"There is never a static moment at Superette; we are constantly on the hunt for her designers. This is what keeps us passionate and excited about what we do. There is always more to discover…"
A biannual keepsake showcasing our designers each season and encompassing all things we love – The Superette Magazine is a collection of inspirations and aspirations that fuel our day-to-day passions. Offering a look beyond the pages of a lookbook and clothes hanging on a rack, the magazine is a collaboration of all things Superette and serves as a platform to provide readers with a seasonal and continual source of inspiration.
The Superette Magazine is published in an oversized newspaper format, in full colour, a concept designed so the reader can fully engage and immerse themselves in the imagery and features within the pages.
The Superette Magazine is published in an oversized newspaper format, in full colour, a concept designed so the reader can fully engage and immerse themselves in the imagery and features within the pages.
Bored with the thought of a ‘nine-to-five’ job, Superette owners and friends, James Rigden and Rickie Dee started planning a world trip with the idea that they would begin collecting all things they loved with the intention of selling them in an inspiring creative space.
At only nineteen, the pair embarked on this whimsical plan on a shoestring budget and made it only as far as Australia before returning home with more than enough fashion, artwork, accessories and furniture to get the ball rolling.
With the products on their way, the first lease was quickly signed on an industrial warehouse located in Auckland’s Freemans Bay in April 2002.
Alongside the fashion offering, the Drake St boutique soon housed not only a fashion boutique, but also a café that offered its customer’s tasty morsels and great coffee whilst they were browsing the racks. Filled with youthful determination, the whole Superette concept was planned, built and completed in a mere six months.
From these humble beginnings ten years ago, the Superette brand has gone from strength to strength, now encompassing two retail outlets in Auckland (Ponsonby Road, Auckland and Nuffied St, Newmarket) and one in Wellington (Victoria Street, Wellington CBD) alongside a rapidly growing online store.
From humble beginnings starting out with a team of three (Rigden, Dee and a barista to make the coffee's), Superette now employs over 25 people across its three retail stores and HQ. Each and every one of them has contributed to what Superette is today.
Superette has risen to a cult status since its inception in 2001, with a second store that opened in 2006 in Newmarket’s trendy shopping strip- Nuffield Street.
2009 was a busy year for the Superette team with the opening of a third store in Auckland’s Ponsonby and the world renowned E-Boutique (www.superette.co.nz) which allows customers to access and purchase garments 24/7.
More recently has seen the expansion of the Superette family yet again, with the addition of a Wellington based boutique. Superette opened its doors in the nations capital in November 2010.
Who then knows what is on the horizon next?
2009 was a busy year for the Superette team with the opening of a third store in Auckland’s Ponsonby and the world renowned E-Boutique (www.superette.co.nz) which allows customers to access and purchase garments 24/7.
More recently has seen the expansion of the Superette family yet again, with the addition of a Wellington based boutique. Superette opened its doors in the nations capital in November 2010.
Who then knows what is on the horizon next?
From humble beginnings starting out with a team of three (Rigden, Dee and a barista to make the coffee's), Superette now employs over 25 people across its three retail stores and HQ. Each and every one of them has contributed to what Superette is today.
