Superette
Superette is a New Zealand fashion retailer founded in Christchurch around 2002 by Rickie Dee and James Rigden. It stocks local and international labels alongside its own in-house brand.
| Founded | Around 2002 |
|---|---|
| Founders | Rickie Dee and James Rigden |
| Origin | Christchurch, New Zealand |
| Model | Multi-brand retail with in-house label |
| Website | superette.co.nz |
What is Superette?
Superette is a multi-brand fashion retailer from Christchurch, New Zealand. It was founded around 2002 by Rickie Dee and James Rigden, who opened their first concept store on Drake Street in Victoria Park when they were 21.
Products and positioning
The business mixes New Zealand designers with international names. It was the first stockist of accessories label Deadly Ponies and has carried brands such as Zoe & Morgan, Stolen Girlfriends Club, Max Mara, A.P.C. and Alexander Wang. For men it has offered labels including The North Face, Polo Ralph Lauren, Carhartt and Maison Kitsune.
- Core Superette stores with contemporary womenswear and menswear
- Superette International, focused on established global designers
- An in-house label
- Homeware
The founders have said that while their own label performs well, they intend Superette to remain a multi-brand retailer.
Distribution
Superette operates its own stores, including a location on Cashel Street in Christchurch, and sells through its online store.
Why it matters
Superette has played a role in New Zealand fashion as a curator and early supporter of local designers, while bringing international labels to the market.
Frequently asked questions
Who founded Superette?
Superette was founded by Rickie Dee and James Rigden in Christchurch, New Zealand.
What does Superette sell?
Superette sells womenswear, menswear, accessories and homeware from local and international brands, plus its own label.