The Story

From its beginnings as a bricks and mortar store in 2002, Superette has now cemented itself on the map as one of Australasia’s leading online style destinations. Now encompassing four retail stores and an online store, the Superette brand offers an extensive and expertly curated selection of fashion and lifestyle offerings available at your fingertips. Superette is your one stop shop for all things exciting, desirable and unique.


Bored with the thought of a 'nine-to-five’ job, Superette owners and friends, James Rigden and Rickie Dee embarked on 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. From these humble beginnings, the Superette brand has gone from strength to strength, now encompassing three retail outlets in Auckland (Ponsonby Road, Auckland, Nuffield St, Newmarket and Lake Street, Takapuna) and one in Wellington (Victoria Street, Wellington CBD) alongside a rapidly growing online store.