Fashion brand Stolen Girlfriends Club is strengthening its presence by launching its first flagship store in Wellington. 

Located at 98 Victoria Street, the store includes a retail space of 150sqm and features a bold colour scheme including black, silver and pink throughout. 

“The time was right to expand; to capitalise on our growth and direct our energy into creating a new benchmark for Stolen, not just in New Zealand, but globally,” said Stolen Girlfriends Club creative director and co-founder Marc Moore.

He says the store was conceptualised and created to embrace curated themes of replenishment and renewal, as well as to deploy unique applications for materials not normally featured inside stores. For example, the interior features 20 metres of blacked-out threshold and rippling silver foil walls.

“The store concept runs counter to what you might expect in terms of retail attraction and conversion. It’s actually kind of ‘anti-retail’,” Moore explained. 

According to the brand, inside the store, stainless steel shelves shaped like blades and a sinuous garment rail suspended from the ceiling are used to display the products. One of the unique features of the Wellington store is its pink fitting room.

“The fitting rooms face into an anteroom as opposed to into the shop, which speaks to privacy as a form of luxury. You can remove yourself from the shop floor, and enter these beautiful pink rooms,” said architect Jun Tsujimoto. 

Stolen Girlfriends Club is a local fashion brand that was established in 2005. Its collections include streetwear, jewellery, eyewear, footwear, and accessories. In addition to the Wellington store, the brand also has two boutiques in Auckland, and its products are sold internationally through Ssense and Farfetch.