New Zealand lifestyle brand Wallace Cotton has opened its first physical store in Dunedin, marking the brand’s 12th location. 

The store, located at 197 George Street, is part of the brand’s broader strategy to balance strong online sales with increased investment in brick-and-mortar retail. 

“We are focused on thoughtful expansion. Data-backed decision-making helps us to identify where our next stores should be, and Dunedin stood out with a strong, loyal customer base,” said CEO Damian Dobb. “Opening here is a natural step in our growth strategy.” 

Wallace Cotton has built a nationwide following since launching in 2005, evolving from a small family business into a prominent lifestyle brand. 

According to national retail manager Michele Stutton, local response has been overwhelmingly positive since the store opened last weekend.

“We’ve had so many people pop in to say how thrilled they are that Wallace Cotton has finally arrived in Dunedin,” he added. 

It’s wonderful to see familiar faces who have shopped with us online, and to now be able to offer them a beautiful space to experience our pieces in person.”