This week there’s been plenty of buzz about a potential Uniqlo NZ store in the works. So… could it really be happening? And what are the best things to buy from this juggernaut Japanese retailer?
When Kelly and I were in the Gold Coast a couple of years ago and had a few hours free time, riiiiight when we were in the vicinity of legendary mall, Pacific Fair, we knew exactly what to do with that free time.
As Kel drove, I immediately googled the words ‘Uniqlo Pacific Fair’ and squealed when the results came up that yes, of course, there is a Uniqlo at Pac Fair.
There, in the heat of the promised land that knows no winter, I made a beeline to Uniqlo’s thermal section (yip, they still have this section in QLD!) and got myself a couple of my favourite HEATTECH thermals. I’m wearing them right now.
Last time Kelly was headed to Aussie and was, of course, doing a Uniqlo run I asked her to please get me more thermals (side note, Kel, sorry I just realised I never transferred you money! Coming now!).
So, you best bet the two of us are excited because, in case you haven’t heard, it sounds like a Uniqlo store could be coming to NZ.
See, last month Uniqlo held a little brand trip, taking Australian content creators to Queenstown to celebrate new products in the LifeWear range. But wait on… is it a bit weird to take people to a location where you currently can’t buy Uniqlo?
That’s the thought that Nelson-based influencer Liv Martin had when she saw Uniqlo posting about the trip, so she made a Tiktok video about it – with a direct question to the folks at the brand: “Uniqlo, can you please either open a shop here, or at least, can we get some online shipping going?’
Well, a few weeks later Liv got a pack from Uniqlo in Australia along with a note that said: ‘Hi Liv, we’ve heard your feedback and are working on bringing Uniqlo to Aotearoa New Zealand. In the meantime, we hope you enjoy your new Uniqlo LifeWear Products to help you keep warm this winter.’
The Herald also questioned Uniqlo who said: “We are always exploring new opportunities to expand our retail footprint and bring LifeWear to new locations.”
Please say this is a yes, they’re coming. Or, like Liv says, at least might start shipping to NZ?
If so, Uniqlo would join a number of big overseas brands who have recently become available in NZ. There’s been a massive reaction to IKEA, but also a fair amount of hype around news of a Kiwi SKIMS retailer opening soon, as well as a Victoria’s Secret store popping up at Auckland Airport and now selling a range of bras, underwear and merch.
Sam Brough, Head of Brand at brand tracking platform Tracksuit says that Uniqlo could be building future demand in a way that other successful international brands have when looking to enter the NZ market. “Uniqlo’s recent winter campaign trip flying content creators to Queenstown has definitely sparked a lot of chatter, and for good reason – one of the first shops Kiwis visit when they travel to places like Australia or Japan is Uniqlo, where the brand has been firmly established for decades,” he says.
“But building that kind of overseas fandom is only half the battle. When global retail icons actually make the move to New Zealand, the ones that succeed don’t just quietly open their doors. They embed themselves into the local culture months before a single product is sold. It’s a classic case of building future demand. Essentially, you’re getting people to fall in love with the brand before they actually buy anything, because winning mindshare and a spot in a consumer’s head matters much more at launch than day-one store foot traffic.”
What to Shop at Uniqlo
Uniqlo was founded in 1949 in Ube, Japan as a textiles manufacturer but has now become a juggernaut retailer, known for its high-quality, affordable and functional everyday basics. There are more than 2,500 Uniqlo stores around the globe.
My top picks when visiting Uniqlo are:
- HEATTECH. I picked up a thermal long sleeved t-shirt on a whim when the weather turned arctic in Melbourne one day and holy heck, was it a wonderful discovery. Now I have a bunch of them – as well as the leggings which I LIVED in when I went on a family trip to Yosemite National Park as it snowed in the middle of winter. I go for the HEATTECH Ultra Warm – it’s their warmest option and is recommended for extreme cold ranging from -20 degrees to 10. If you wanna be fancy they do a HEATTECH Cashmere blend too.
- Merino. As you can tell, I am a fan of a base layer and Uniqlo does good Merinos (100% merino wool) in a great range of colours, for a reasonable price.
- Plain White Tees. Uniqlo is the place to pick up your wardrobe staples – so of course, they do a great white t-shirt. My fave is just their plain crew neck t-shirt.
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