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General Pants launching fifth local store in March

Australian fashion brand General Pants is launching its fifth New Zealand store in six months in Wellington, after opening large stores across Auckland and Christchurch last October. 

The youth fashion chain announced on Tuesday the 248sqm store will feature a high energy “theatre” environment, and will offer brands such as Patagonia and Harley Davidson. 

“We already have a strong online business in New Zealand and, with a local store network as a multi-channel retailer, this not only gives customers greater choice but also easy access to all our brands,” said General Pants CEO Sacha Laing. 

Laing previously told Inside Retail that beyond its online success in New Zealand, it was the country’s youth and music culture that convinced General Pants’ leadership to expand internationally. 

“General Pants has always been embedded in music and fashion, and the New Zealand subculture around that has always been aligned [with that]. We just think it’s a great fit.”

The brand initially opened in Australia in 1972 where it spans 54 locations, as well stores in New York and Los Angeles through the Ksubi brand. 

The retailer’s first store in New Zealand launched in Westfield Newmarket, Auckland, followed closely by a store in Christchurch.

General Pants will also launch in the upcoming Commercial Bay retail centre in Auckland in late March 2020, and Sylvia Park in Auckland.

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