The country’s largest electronics retailer, Noel Leeming, has returned to Auckland CBD after five years, drawing hundreds of shoppers who queued through the night for opening deals.

Owned by The Warehouse Group, the new Queen Street store offered the first 50 shoppers sizeable discounts, including half-price on iPhones and PlayStation 5s.

Brand tracking company Tracksuit said the opening could be a turning point for New Zealand retail. It pointed to Noel Leeming’s strong brand awareness and its promotions that contributed to the massive queues on opening day.

“Noel Leeming’s return to Auckland’s CBD after five years feels like more than just a store opening. When hundreds of shoppers queue overnight, stretching customer lines 450 metres down Queen Street toward Britomart, it feels like the retail launch hit a nerve,” Sam Brough, Tracksuit’s head of brand, said.

“In a market where retail sales have been struggling, launching a 511sqm interactive concept store is a bold play. Retailers can no longer rely on passive foot traffic or basic discount banners to drive sales. Brands have to give people a real reason to show up in person.”

Brough said 90 per cent of those surveyed across New Zealand were aware of Noel Leeming; 26 per cent also said it was their preferred brand.

“Noel Leeming is securing consumer attention early in the buying process,” he added. “They are making it easy for shoppers to choose them when it comes time to buy. For modern retail brands navigating a tight spending climate, there is a strong learning here.”

“Noel Leeming is demonstrating that a modern brand can combine buyer ease with enjoyment – a powerful, emotive, and memory-building combination.”