New Zealand lifestyle retailer Wallace Cotton has increased its physical retail footprint by 60 per cent over the past six years, continuing to open stores despite challenging conditions across the retail sector.

The Auckland-founded bed linen and lifestyle brand now operates 13 stores nationwide and has increased its permanent and casual workforce by 74 per cent since 2020.

CEO Damian Dobb said the company remains committed to bricks-and-mortar retail alongside its growing e-commerce business.

“The retail environment remains challenging, with many businesses still feeling the aftereffects of the pandemic,” said Dobb. 

“Throughout that period, we remained committed to our long-term goal of opening stores because we place enormous value on customers experiencing our products in person and receiving knowledgeable service.” 

Founded in 2005 as a catalogue business, Wallace Cotton has evolved into an omnichannel retailer selling bed linen, sleepwear, homewares, gifting products and daywear.

Since 2020, the company’s retail revenue has increased by 54 per cent, while e-commerce now accounts for 30 per cent of total revenue. Physical retail represents the remaining 70 per cent.

The expansion comes as New Zealand retailers face cautious household spending, rising operating costs and increased competition from international brands.

Dobb says new stores are selected based on customer demand, local demographics and the performance of the existing network.

“Our investment in bricks-and-mortar stores is a vote of confidence in our customers, our people and the future of considered, service-led retail in New Zealand.”