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 six retail stores, a second concept 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 set out to create a collection of curated goods from all over the world to sell in an industrial space on Drake Street, Auckland. Seventeen years on, Superette aims to cultivate a unique vision of an effortless lifestyle and redefine the idea of luxury living. Curational buying ensures every product has a story and relevance to Superette’s ethos, actively aiming to create a culturally relevant experience influenced by the flow of the zeitgeist and trends of the fashion industry. Superette now encompasses six retail stores in Christchurch, Wellington, Ponsonby, Takapuna and two in Newmarket alongside a rapidly growing online store.