Style destination Superette branches out to add homeware to its fashion offering
Like others who have taken a leap of faith, when friends Rickie Dee and James Rigden set up Superette in an Auckland warehouse in 2001, they had little idea of where it would lead. “We really didn’t think about how big the company could grow,” says Rickie. “At the time it was just a dream, so we put everything into getting it off the ground.”
The dream became a reality, and Superette grew into the mini empire it is today with its three stores in Auckland and Wellington being prime destinations for fashion lovers.
Inspired by clothing they’d discovered while on their travels, Rickie and James started Superette with a plan to stock what they would buy for themselves. They still stand true to this notion, and have extended the philosophy to the homeware division Superette Space, which they introduced last year. “We have to love it before we buy into it,” says Rickie.
“It has to be something we’d have in our own home.”
Superette Space exists online, in Auckland’s Ponsonby and Newmarket stores, and has a small offering in Wellington. The same urban-cool aesthetic that defines Superette’s clothing is applied to homeware. You’ll find both vintage and new homeware and furniture, such as ottomans, poufs, limited-edition books, cushions by Middle of Nowhere, Evie Kemp and Superette, Aura by Tracie Ellis bedlinen, Ziporah towels and more – all aimed at the typical Superette customer; a “fashion-conscious person who likes beautiful things”.
“We had always sold little homeware pieces around Christmas for gifts alongside fashion,” says Rickie. “We’ve always had candles and books on offer as an extension of the clothing. With Superette Space we knew we wanted to sell small items such as cushions and throws. We never wanted Superette to be a fashion store, but a lifestyle store.”
Words by: Catherine Steel | Photography by: Helen Bankers