Farmers has just opened its new refurbished Whitcoulls on the corner of Queen St and Victoria St which is focused on a more boutique brand.

It has effectively usurped the prior Whitcoulls store, which has relocated to the High St arcade, but which will retain its presence in the building as a store within a store via an entrance connecting it to Farmers.

Customers entering can purchase Voodoo sheers hosiery for $8; Jockey Parisienne briefs for $10, Perfects bras for $25, Pronta Moda selected handbags for $20, Guess Night for Him for $39, assorted men’s funky socks for $8, and duck down and feather duvets for $199 among many more products on offer.

The Farmers store, spanning four levels and 2,500 sqm, is characterised by natural lighting, airiness, many windows, aesthetics and convenience shopping in line with global trends. Approximately $5 million had been spent on a four-month redevelopment of the store.

Its CEO, Rod McDermott, says the new store is required for premium brands and ranges for diverse inner-city customers ranging from city professionals to students and tourists. Also, taking into account the influx of global iconic brands revitalising Auckland’s CBD, it is a given that Farmers’ presence is required there too.

McDermott adds that he welcomes the competition the influx brings because retailers are kept on their toes to optimise their customer offering.

“Farmers’ new location is important for central Auckland CBD retailing,” he concludes.

The previous store closed at the end of 2014 as a result of the termination of a long-term lease.