Two Decades in the Making With Some Of Our Longstanding Brands

All of our brands hold a special place in our heart whether they’re an established or emerging brand. Building a relationship, telling their story and growing together is a big part of what we do. 

Camilla and Marc

19 Years Working Together

When did you first start working with Superette?
Superette have been one of our longest-term supporters in the New Zealand market and have been working with us since we launched CAMILLA AND MARC in 2003. We started our journeys at similar times, we are also soon to celebrate our 20-year anniversary in 2023.

What made you want to stock your products with Superette? 
It has always been important for us to align with like minded partners that understand our vision, and for us, Superette reflects the lifestyle and aesthetic that we too infuse in each season – effortlessly modern yet sophisticated.

How would you describe the Camilla & Marc customer? 
The CAMILLA AND MARC woman has grown in her life experiences, her taste, her interests and her worldview. She has become wiser and more elegant than ever, yet still retains her sense of cool. I’m proud to say some of our very first customers are still our best customers today, as they’ve grown and developed, so have we.

What’s one thing that you love about your relationship with Superette? 
With any relationship, transparency is key. We have loved our open collaboration, working hand in hand to provide our customers with the very best year on year.

Describe your brand journey since your relationship with Superette started. 
We look at each season as an opportunity to honour the CAMILLA AND MARC woman, and her journey. Each year she grows in her experience and worldview, and so in turn, we create collections that inspire and empower woman to express herself & elevate her every day.

Shona Joy

10 Years Working Together

When did you first start working with Superette?
We first began working with Superette in 2012. In the decade since being introduced to our NZ customers, the Shona Joy business has continued to grow and evolve, however we’ve never lost sight of the connection we have had with Superette as a key door for this region. We have always felt strong alignment with Superette, with a genuine connection between our businesses – we love seeing Superette’s tailored approach to curating our collections.

What made you want to stock your products with Superette?
We love the Superette aesthetic and truly value partnering with a retailer that aligns with our values as a business. We don’t believe in disposable fashion, and neither does our New Zealand customer so stocking our collections in Superette was quite a natural fit for the business.

How would you describe the Shona Joy customer?
The Shona Joy customer is a global traveler who worships the beach, the sun and chases the eternal summer. She is free spirited yet self assured, barefoot yet glamorous.

What’s one thing that you love about your relationship with Superette?
Both Shona Joy and Superette were born out of passion – there’s a genuine synergy between our businesses. Superette has always believed in our design handwriting and have been a wonderful partner over the last decade as we’ve continued to evolve and elevate.

Describe your brand journey since your relationship with Superette started.
This year we celebrate our 22nd anniversary of the Shona Joy business, and we’ve worked with Superette now for over a decade.

We remain inspired by the Australian landscape and the natural world which works as the common thread through all the inspiration behind our collections. Australia possesses some of the wildest and most beautiful landscapes in the world, imbuing its people with an earthiness unlike anywhere else. Our rugged landscapes, with an ever-present bohemian spirit and sense of unbound simplicity.

We have always remained true to our own aesthetic. Never being guided to design according to trends and creating pieces that will be treasured for years to come.

I had never set out to build an empire but rather to share my vision of beauty with the world. In spite of our growth, the grassroots spirit of designing for the love of it has always remained.

From the culture of our company to the designs of our products, the Shona Joy brand is still a passion project at heart. 

Bassike

16 Years Working Together

When did you first start working with Superette?
Lou: We started working with Superette when we first launched bassike back in 2006. It was just one store back then – an amazing industrial space on Drake St in Auckland.

What made you want to stock your products with Superette? 
Lou: We’ve always partnered with the best retailers globally and we see Superette as an iconic New Zealand retail partner. The quality brand mix and authentic company culture reflects our bassike ethos, and it’s been wonderful to watch Superette grow over the years.

How would you describe the Bassike customer? 
Deb: Our bassike customer is creative and confident, open minded, influential, and very grounded. They value quality, utility and longevity in their wardrobe – they care that a bassike t.shirt produces 43% less carbon emissions than a conventional cotton t.shirt.

What’s one thing that you love about your relationship with Superette? 
Deb: Our longstanding relationship is a true, authentic partnership. The lifestyle in New Zealand is very similar to Australia – a relaxed, but elevated approach to dressing to match our active, and often outdoors, daily lives.

Describe your brand journey since your relationship with Superette started. 
Lou: Our bassike collections and footprint have evolved a lot over the years, but our ethos and brand DNA remains the same – quality, design-led and directional wardrobe essentials, that are made responsibly and made to last.

Deb: We are always looking for ways to innovate our design, fabrications, and creative process as part of our commitment to continuous improvement, so we’re excited to continue forging ahead on this path alongside Superette and all of our other wonderful makers, team and partners.

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