BUSINESS SPOTLIGHT: Superette, Takapuna
Sharing things we love From kids’ clothing and storage to edgy fashion, luxury cake mix, cushions, hand cream, soy candles, jeans, toiletries, hats or active wear, Superette seems to have it all. In hands any less capable than those of owners Rickie Dee and James Rigden, such an eclectic mix would defy categorisation and confound customer perceptions. But at Superette, with a creative yet casual style ethos, it’s a mix that has a coherence that appeals across age and gender boundaries. “We stock over 200 brands,” says Rickie. “Each brand targets its own age group – dad, little brother, mum. We have customers up to 65 and 70.” She talks about the Superette lifestyle – dressing your home, children and yourself. The brand is about attitude rather than age. Superette speaks to early adopters: customers who like the quirky style and the fact that there are limited numbers of any product. “We have deliveries every day and they might be gone in two days. We don’t have seasonal ranges that last for six months.” Rickie and James, who both grew up on the Shore (he went to Westlake Boys; she to Takapuna Grammar) started the business in a warehouse in Drake Street on the CBD fringe. The aim was to sell things they loved, in an inspiring creative space. Fourteen years on, the aim remains the same, but the business has moved its headquarters to Takapuna, and the single outlet has grown to five, with the latest opened in the Christchurch CBD in mid-November. In Takapuna, in addition to the main store, there is currently an outlet store (open Friday and Saturday), the warehouse at the back, and above, a large airy office space that oozes the casual style, creativity and passion that have kept Rickie and James enthused about the business as it’s grown from an idea to a retail empire that employs 70 people. The growth, says Rickie, has been largely organic; a matter of taking
Rickie Dee
opportunities as they have arisen. But it’s not unplanned; the intention has been opening one new store a year, which they’ve done for the last three years; building the Superette online presence; and possibly just one more store in New Zealand before considering opportunities further afield. And the business operation is anything but casual: “The way we work is quite formal and structured,” says Rickie. With growth, the business now has a financial controller, and systems for recruitment and staff management, for example. And Rickie as managing director looks after buying and the retail side of the business, while James focuses on business development and online. “We’re both 100% self-taught,” says Rickie, discounting the Bachelor of Business degree she completed. “It comes down to working hard and staying focused…. It never stops. I’ve never not got the phone on. I do it because I love it. The day I wake up and it feels like work is the day I’ll have to have a look at it.” Superette, 486 Lake Rd, Takapuna takapuna@superette.co.nz www.superette.co.nz IG:@superette_takapuna
POP IN AND SEE US AT OUR TAKAPUNA STORE 486 LAKE ROAD — NEXT TO MADAM WOO Newmarket . Ponsonby . Wellington . Christchurch . Superette.co.nz
www.channelmag.co.nz Issue 72 - December 2016 January 2017
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