Superette’s Rickie Dee on the brand’s exclusive Christmas gift collaborations


Rickie Dee, co-founder of Superette. Image supplied.

Superette have collaborated with some great local brands for a series of exclusive gift edits that are available in Superette stores and online now. The Christmas edits include exclusive jewellery from Meadowlark and By Charlotte, slides from La Tribe and even something for the guys (and their mini me’s) from Just Another Fisherman.

Shoppers can also get their Christmas gifts beautifully wrapped in custom Superette packaging for a donation, which helps charity partner Everybody Eats tackle New Zealand’s food poverty problem through its open invitation dining spaces.

We caught up with Superette’s co-founder Rickie Dee on the brand’s Christmas collaborations, her summer essentials and what she’s most looking forward to about summer?

How did your Christmas collaborations come about and what makes you excited about them?

We have amazing long-standing relationships with many of our brands and as a result have been able to work together to create exciting collaborations. Our collab products can’t be found anywhere else and are now a core part of our Superette Christmas every year – they always make perfect gifts. We get the opportunity to put our spin on each product, so that always makes it fun. We have a really thorough understanding of who our Superette customer is and what they’re looking for so that is always top of mind when dreaming up the next collab.

What do you find customers are looking for when shopping at Superette for summer?

It’s so different for everyone, that’s why we’ve really tried to ensure there’s exciting products at a range of price points and within different categories. We want customers to view Superette as their go-to Christmas destination. We have a great new addition in store this year to make buying gifts for the dudes in your life as easy as possible. We’ve added a designated tee and boardies space in-store for an easy grab and go option. Those are always great no-fail gift options for the guys. We also have a new ‘mini bar’ in store – a range of fun ‘mini’ products that make for an amazing stocking stuffer pressie.


Superette has some exclusive gifts that are perfect for Christmas gifting.

What are your Christmas day and summer essentials?

A special festive dress. We’re loving dresses in bright colours, metallics and dresses with fun cut-outs. I think we’re all so ready for parties and gatherings to resume again after lockdown.

Classic gold jewellery works with any outfit. There’s lots of beautiful jewellery this season – big earrings, chunky gold chains and more understated, fine jewellery.

An elevated sneaker. A pair of Golden Goose sneakers are always my go-to. They can be worn casually during the day as well as in the evening with a more elevated, glam dress. Always super comfortable, easy to wear and each pair is unique.

An oversized tote bag. A tote is always a go-to item to take you from place to place throughout summer – whether a picnic or barbeque – you can carry your whole life in there! Our new Ragdoll LA x Superette collab carry all tote bags are great for this or the Anine Bing Saffron tote.

A pop of colour. Adding a bit of colour to my outfit each day is helping me get through lockdown. We love bright pops of green at Superette, and as we move into the spring/summer season, we’re seeing exciting new pop colours coming through.

Can you tell us about Superette Leisure Club and what the response has been like to it?

Launching a new brand at the time of a nationwide lockdown was never really the plan – hah! But in hindsight it actually played in our favour quite well. As it turned out, elevated leisurewear was exactly what we all felt like wearing while isolating at home. The last couple of years really have created that blur of fashion, lifestyle and ease when it comes to the way we dress. Superette Leisure Club has really filled that gap for our Superette customers in terms of their lifestyle. We also love the idea that our Superette Leisure Club pieces can be worn dressed up or down depending on the occasion – whether it’s for relaxing at home or while out and about. It’s a huge trend at the moment that doesn’t seem to be going anywhere. It’s always exciting to see customers resonating with the range too – with a few styles selling out in a number of days.

What are you most looking forward to about summer?

Other than all the goodness that is arriving in stores for Summer, I’m so looking forward to a bit of a summer break at the bach with my family after our crazy Christmas trade. There’s nothing better than a day spent at the beach when the sun is out – it’s the best!


Images supplied.

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