Youth fashion stores follow major brands into Christchurch's retail precinct

Sunday, 29 October 2017

AS Colour will open in the Stranges building on the corner of High and Lichfield streets.

Boutique-type stores aimed at younger shoppers are following the big fashion brands into Christchurch's new retail precinct.

Several retailers selling youth-oriented and street-style fashion and sports goods are have leased space within the four blocks of the precinct and are likely to open by the end of the year, with more likely to follow.

Boardertown is moving into the revamped Lincoln House on Lichfield St next to The Crossing.

The new arrivals include Boardertown, which is moving into the revamped Lincoln House on Lichfield St next to The Crossing; North Beach, which has leased premises next to Ballantynes on Colombo St; and AS Colour, which has taken a corner site in the Stranges building on the corner of High and Lichfield streets.

Others already trading include independently-owned boutique Infinite Definite in High St, and Superette on Cashel St, with several others close to securing leases.

North Beach has leased premises next to Ballantynes on Colombo St.

Cashel St shops in Christchurch's retail precinct.

* New fashion tenants announced for Christchurch's retail precinct

* Christchurch shoppers to be spoiled with yet more choice**

Nick Doig, leasing director for real estate firm Colliers, said a youth-based retail precinct was emerging.

Doig said there was 'a buzz' in the area with increased foot traffic. He was 'actively negotiating' with two well-known fashion operators, which would further strengthen the area, he said.

Retail consultant Chris Wilkinson, managing director of First Retail Group, said the trend was 'really good stuff, a coup' for central Christchurch.

Boardertown's Queenstown store features an indoor skateboard ramp.

Attracting younger shoppers was difficult for many central cities and youth stores tended to cluster in 'hip' areas where they could compete with internet trading, he said.

'It's vital to have a good mix of ages. Many of these sort of businesses have moved towards the malls, and online.'

The successful youth-oriented retailers were skilled at curating stock to create an edgy, boutique feel, he said.

'It's all about defining cool. They develop a tribal following.'

Some of the youth-focussed retailers are showing an interest in revamped older buildings, as a second wave after mainstream fashion stores such as H&M, Glassons and Hallensteins opened in the big new developments.

Boardertown – which sells snowboards, skateboards, streetwear and footwear – already trades in Auckland and Queenstown and will be new to Christchurch. The store was founded in 2004 by two teenage friends.

Co-owner Tim Guy said they had been looking at Christchurch for some time.

'We'd always been interested in opening in the city because of its proximity to skifields coupled with the large skateboard scene. We really like how the city is developing and its architecture.'

North Beach – which began in the 1990s with a market stall in Auckland and now sells street, surf, skater brands across the North Island – is also new to Christchurch.

Directors Barry and Carolyn Dee said they had been keen to open in Christchurch and it would be a milestone for a business that began 'peddling T-shirts at markets'.

AS Colour was already in Christchurch, with a store on the corner of St Asaph and Durham streets.

'We decided to start looking back at the city and we realised we needed to make a move,' managing director Lawrence Railton said.

'You either go in now and get a good location or you leave it and you'll get one of the worst spots.'

Railton said they liked the 'cool' retailers and cafes moving in, and he believed people would start to choose the city over the malls.

Colombo St landlord Craig Nicholas, who is putting up two buildings next to The Crossing and negotiating with tenants, was pleased to see the trend.

'I always thought that the rebuild would be driven by young people,' he said.

He has already signed menswear brand Auravale for his premises.

Nicholas said because of the earthquakes, a generation 'had never known about shopping in the city' and were finding it afresh. 'They are new customers.'

Formerly a retailer himself, Nicholas said younger business owners were best to run youth-oriented shops.

'The last thing young people want is to shop where their mum or dad shopped. They want something different.'