The new Rein showroom in Parnell. Images supplied.
Online store Rein recently opened it’s first permanent showroom in Parnell which offers an appointment-only way to shop their chic collection of brands. Rein was founded by Gabrielle Oldfield in 2018 and after operating successful pop-up shops and growing her business online she sees this next step forward as a way to offer a more personal service and change the way that people shop. Gabrielle set up Rein after graduating with a fashion business diploma from Parsons, the leading design college in New York.
“By opening a physical showroom we are offering customers a more tailored and personable experience,” says Gabrielle. “As a small business owner in the current environment, conscious buying is essential. Rein’s ethos has always been to offer a bespoke experience and the one-on-one appointment based service is something that complements our journey immensely. I want to give value to our customers beyond a product and help support women to make them feel powerful and confident in what they wear.”
The new by-appointment showroom is a model that has had success overseas and is something Gabrielle has experienced herself which made her realise the concept would also work here in New Zealand. “It allows us to fully understand a customer’s wardrobe needs. As a result, customers buy smarter, less often and more sustainably.”
Customers are able to book an appointment for the showroom via the online booking system on Rein’s website. The booking system will ask a series of optional questions, used as a preliminary tool to personalise customers’ experience. The appointment itself will see customers able to try-on the latest ranges from Rein’s curated selection of brands whilst sipping on refreshments such as coffee, tea, water, or a glass of wine. The showroom also offers a click and collect service for online purchases. Rein currently stocks coveted brands such as Friend Of Audrey, Bec & Bridge, For Love & Lemons, MLM Label, Nakedvice, Peony Swimwear and more.
Whether you’re looking for an outfit for a special occasion, are in need of a complete wardrobe overhaul or want to enjoy a fun shopping night with friends, Rein’s new showroom is the perfect place to book to get an international experience with attentive service. When booking online customers will be able to choose either a 30 or 60 minute session and choose if you wish to attend solo or as a group. Customers then answer simple questions to personalise their experience, including their wardrobe or outfit goals. Rein will curate the perfect pieces based on unique style profiles, purchase history, favourite brands and more for customers to peruse during their session.
“Having a capsule wardrobe that is season-less takes the stress out of deciding what to wear for any occasion. So many of us struggle to build the foundations of a capsule and timeless wardrobe and instead of repeatedly buying items that we wear maybe once or never. Rein focuses on forever wearable pieces. Our styling sessions are a sustainable approach to the shopping process and to help women create an effortless and totally wearable wardrobe that is loved and worn on repeat.”
Rein’s showroom stocks all of the brands available online and is open Tuesday – Saturday 10 am – 5 pm (by appointment only) at 40 Cheshire Street, Parnell, Auckland