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Fashion designer Rickie Dee reflects on 20 years of Superette

Superette has been New Zealand’s go-to destination for designer fashion since it was founded by Rickie Dee and James Rigden in 2002. From a single boutique in Auckland, it has grown into a successful omnichannel retail business with eight bricks-and-mortar stores and an online site, offering the most in-demand fashion from local and international labels.  As Superette gears up for its 20th anniversary this year, we asked Dee about the biggest changes to the retail landscape over the past