HELENE RAVLICH: LOCAL FASHION LOVE
Superette’s Rickie Dee Mum of three - and clearly one heck of a superwoman - Rickie Dee is the co-owner of the Superette chain of fashion and lifestyle stores, and one of the neighbourhood’s most preternaturally stylish women. She founded the Superette brand an amazing 14 years ago with friend James Rigden, and now they have stores the length and breadth of New Zealand and an online store that is reportedly amongst the most successful in the country (if not farther afield). Their very first store, operating out of an industrial warehouse in Freemans Bay, was built upon the philosophy of creating an inspired retail space of sought after and unique products that go beyond clothes hanging on racks. This original ethos hasn’t changed much at all, and now there is a carefully curated range of beautiful homewares, kids' clothes and lifestyle items also on offer to tempt the credit card and fill the home. She tells me that when the savvy pair first opened their Freemans Bay store almost fifteen years ago they never had a long term plan, and the fact that the brand will be turning fifteen next April is absolutely mind-blowing to both. “We were 21 when we opened the store,” explains Rickie, “and probably if we’d been presented with the concept today we never would have given it a go. We didn’t have anything to lose and it was a pretty crazy idea that we just made happen.” It was also at a time when the online shopping phenomenon hadn’t really hit New Zealand shores, and Superette became the only place where you could pick up some of the world’s most coveted fashion brands. “I love the fact that some of those brands are still in our stores today,” she says, adding with a laugh, “whilst others I look back at and think ‘what on earth where we thinking?’” The Superette name is also known for its collaborations over the years, which have resulted in everything from collectible tees to seriously covetable footwear created in partnership with the likes of popular shoe label Beau Coops. One of the latest collaborations that Rickie and her team has taken part in is a Superette x Magnum design partnership that has resulted in something really quite fabulous - and a fast seller from the get go. In celebration of the launch of the decadent ice cream brand’s ‘Magnum Doubles’, Superette designed a limited edition range of their Boyfriend Pocket Shirts inspired by each of the Magnum Doubles flavours. Made up of three designs inspired by the animals aligned with each Magnum Doubles flavour - ie, Caramel - Tiger; Chocolate - Leopard and Strawberry - Panther - there are only 100 of each available and thus far, they are being fast snapped up. “Animal prints feature throughout my wardrobe,” says Rickie, “so we were really excited about the collaboration with Magnum and to be designing these shirts for our customers. They are perfect for when you want to give your classic outfit to a subtle edge with a nod to your wild side.” She agrees with me when I say that the pairing of ice cream and fashion can seem a little random at first, “But at Superette we like random! We’d never done our Boyfriend shirt in any prints before so that was exciting, and there was the added challenge of bringing Magnum ice creams ‘to life’ as such.” Have they ever been approached by a brand or another label to collaborate and straight out just said “no”? “Oh, of course,” says Rickie, “as we never want to feel like we’re forcing anything. If we get naturally excited by something then we know it will be good for our brand and fun to work on.” She adds that the last thing she and her team want “is for our customers to turn around and go, ‘well that’s a bit odd...’” Speaking of her customers, she says that the Ponsonby location - which is the biggest Superette store - is where people love to spend time, whereas shoppers in the Newmarket branch are all about heading in, finding what they want quickly and then they’re out the door. “Ponsonby is a bit more spacious and relaxed,” she says of the store that is a hive of activity even on a Tuesday morning, “and then the weekend hits and it’s like a dance party!” Part of its success she credits with the fact that it offers something for both men and women, kids and the home, “which, makes it a great onestop shop when you’re looking for something to buy.” The store’s in house label is also one of the most customer-savvy around, filling gaps that the Superette team and its clientele see in the current offering. “Just this week the Wellington store called and said ‘we need wide leg pants!’” laughs Rickie. “And yep, we’re PN on it.” (HELENE RAVLICH) F www.superette.co.nz
78 PONSONBY NEWS+ December 2016
PUBLISHED FIRST FRIDAY EACH MONTH (except January)