Superette was born in 2002 from a simple but powerful idea. That New Zealand deserved a place where the world's most exciting fashion and lifestyle brands could be found under one roof, curated with care and brought to life by people who genuinely loved what they were selling.
More than two decades later that idea is still at the centre of everything we do. What started as a single bricks and mortar store has grown into one of Australasia's leading fashion and lifestyle destinations, encompassing nine retail stores including the Superette International concept store, and an online store that brings the full Superette edit to your fingertips wherever you are in the world.
We are not a department store and we never have been. We are curators. Every brand on our floor, every piece in our edit, every new arrival that lands at Superette has been chosen because it means something to us. Because it fits the world we are building and the one our customers want to live in. That is what makes Superette different and what has kept people coming back since the beginning.
RICKIE & JAMES - DIRECTORS OF SUPERETTE
How It All Began
We were both in our early twenties and at the very start of our careers when we made the decision to leave our nine to five jobs and bring Superette to life. It was not a carefully calculated business plan.
It was an instinct.
Motivated by the trips we had taken overseas and the stores we had walked into in cities like London, Tokyo, and New York, we came back to New Zealand with a clear picture in our heads of what was missing. Places that felt alive. Stores that had a point of view. Destinations that gathered the most exciting pieces from around the world and put them in one room for people who cared about how they dressed and how they lived.
We wanted to build that for New Zealand. So we did.
The first Superette store was the beginning of a conversation with our customers that has never really stopped. A conversation about what is worth wearing, what is worth owning, and what the brands behind those things actually stand for. That conversation has grown into The Superguide, our editorial hub covering fashion, lifestyle, culture, and the people and brands we believe in. It has grown into a community of people across New Zealand and beyond who share the same instinct for things done well.
The curation has always been the point. Not stocking everything. Stocking the right things. Brands that are meaningful to us, pieces that earn their place, and a standard of quality across everything we carry that our customers can rely on whether they are shopping in store or online.
That is the Superette story. And we are still writing it.
Frequently Asked Questions
What Is Superette?
Superette is one of Australasia's leading fashion and lifestyle retailers, founded in Auckland, New Zealand in 2002 by Rickie Dee and James Rigden. Superette operates seven retail stores across New Zealand, a second concept store through Superette International, and an online store available worldwide. The brand is known for its expertly curated edit of fashion, footwear, accessories, and lifestyle products from some of the world's most relevant and considered brands.
Where Are Superette Stores Located?
Superette has nine retail stores across New Zealand, with locations in Auckland, Wellington, and Christchurch. The Auckland stores include Ponsonby, Newmarket, Commercial Bay, and Takapuna. Superette also operates an online store with delivery available across New Zealand and internationally.
Who Founded Superette?
Superette was founded in 2002 by Rickie Dee and James Rigden, who are still the directors of the brand today. Inspired by their experiences shopping in fashion capitals overseas, they set out to bring the world's most exciting fashion and lifestyle brands to New Zealand in one expertly curated destination.
What Brands Does Superette Stock?
Superette stocks an extensively curated selection of fashion and lifestyle brands chosen for their quality, relevance, and point of view. The range includes internationally recognised names across womenswear, menswear, footwear, accessories, and homewares. Key brands include Levi's, Polo Ralph Lauren, Carhartt WIP, The North Face, Arc'teryx, Agolde, Samsøe Samsøe, Norse Projects, Assembly Label, Marle, Anine Bing, and many more. The full brand directory is available at superette.co.nz.
Is Superette Available Online?
Yes. Superette operates a full online store at superette.co.nz with the complete range of fashion, footwear, accessories, and lifestyle products available for delivery across New Zealand and internationally.
our STORES
Superette
Now encompassing nine 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. Find your nearest store for all things exciting, desirable and unique.