Auckland airport greets new brand

3 Wise MenNew Zealand-based menswear brand, 3 Wise Men, has opened its latest store at Auckland Airport’s domestic terminal.

The new store is part of the brand’s ambitious expansion plans, and Richard Miles, MD of 3 Wise Men, predicts the new store should increase turnover by 15 per cent over the next 12 months.

“Airport retail spots are tightly held and very limited,” Miles said.

“We’ve been in discussions with Auckland Airport for more than a year, waiting for the right position to become available. Auckland Airport is keen to expand its domestic terminal retail offering prior to the full terminal redevelopment project, so it was a happy meeting of minds.”

The opening of a store in Wellington Airport in 2010 hit a “sweet spot” with business travellers, said Miles, with the store now contributing to about 17 per cent of the group’s total revenue.

3 Wise Men at Auckland Airport offers customers a ‘fly and collect’ service with online pre-ordering and airport pickup, and a ‘fly to your home’ service.

“Men like to shop on the run,” Miles said.

“Having our store in the airport means that a mid-air spill on a shirt, a forgotten tie before a meeting, or lost luggage, are all suddenly no longer issues for the business traveller.”

Once the Auckland store is up and running, Miles said their attention will turn to Christchurch Airport.

The brand is also experiencing growth through its redesigned website, that has boosted sales by 76 per cent.

3 Wise Men  has eight stores across NZ.

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