A new fashion retail concept has launched in New Zealand: Wally combines fashion and lifestyle categories and has debuted with a 280sqm multi-brand store in Takapuna.
Dave Malcolm and Staci Scott founded the company. The founders plan to expand beyond Auckland within the next year.
According to the pair, the New Zealand fashion retail market is divided between surf/skate chains with wide distribution and designer-led boutiques. Wally is positioned between those formats, with a curated offer.
“We felt there was space for something more directional, more curated, but still accessible,” Malcolm said. “A store that blends emerging designers, global brands and lifestyle in one cohesive, fashion-forward environment.”
Wally launched its e-commerce platform last July, before opening its Takapuna store late last year. The company said the store met internal revenue targets and generated profit in its first month of operation.
Positioning strategy
The store stocks more than 60 brands, with about 25 per cent from New Zealand labels. The range includes domestic labels such as Honeybloom, Chilli Denim, The Virtue, Suno, Commonplace Essentials, Fantl Sport, AKA and Isle of Eden, alongside brands not widely distributed in the domestic market.
Scott said the company maintains an open buying process, including direct approaches from brands. Prices range from $50 to above $500, reflecting its positioning between high street and designer segments.
Wally is fully funded by the founders. The business controlled initial capital expenditure by purchasing and reusing fixtures from the liquidation auction of Smith & Caughey’s. The fit-out prioritised suppliers based in New Zealand for design-and-build components.
Malcolm and Scott have more than 28 years of combined experience in retail and e-commerce. Malcolm previously served as GM at North Beach and held e-commerce leadership roles at Briscoe Group and Hallensteins. Scott held e-commerce leadership roles at The Warehouse, Warehouse Stationery and Barkers Menswear.
Wally has launched amid ongoing pressures in the New Zealand retail sector. The founders said they identified a gap between mass chains and designer boutiques. The availability of a site on Hurstmere Road following upgrades in the Takapuna area supported the store launch.
Brand partnerships have formed part of the company’s strategy. Wally has worked with Stolen Girlfriends Club and Hidden Valley Festival on giveaways, and with Caci Clinic Takapuna on customer events.
In community engagement, Malcolm and Scott spend time at venues in Takapuna to build relationships with customers.
“We want Wally to feel embedded in Takapuna’s lifestyle,” Malcolm said. “Not just a shop, but a space that connects people.”
