I wondered how well the Ted Baker opening party would be attended given the very chilly weather – but the place was packed and I noticed the tills ringing fairly consistently. Not everyone was there just for free drinks and snacks…
Ted sets sail for Auckland
If the recent spate of fashion and fashion-related stores opening in Auckland is anything to go by, you could be excused for arguing that there is no economic slowdown. The latest arrival on the scene is Ted Baker who have opened a stunning new store in the Atrium at Britomart.
Ted Baker stores have come a long way since opening the first store in Glasgow in 1988 which focussed specifically on men’s dress shirts. Now the brand carries a full range for both men and women, and – as we discovered at the official opening party – it’s all about the detail.
I wondered how well the opening party would be attended given the very chilly weather – but the place was packed and I noticed the tills ringing fairly consistently. Not everyone was there just for free drinks and delicious snacks.
It’s not hard to see why those tills were ringing either – the store is genuinely beautiful with a nautical theme including portholes in the changing rooms (no – you can’t see through them), ropes, chandeliers, ship propellers, and shelves in the shape of oars all working together to highlight a delightful range.
As a male – my attention was drawn to the men’s section which includes everything from smart suiting to shoes to casual and beach wear along with great accessories.
Particularly impressive was the detailing on the suiting which includes beautiful linings and quirky tags on each internal pocket with icons to help you know where to put pens, wallets and small change.
I was also pleased to note that the pricing is reasonable, particularly for this level of detail. A pair of shoes I fancied were $209 for example.
So, a great opening party for what really is a great store with a great range and enthusiastic, friendly staff. Well worth a visit – I’ll certainly be returning for some summer essentials.
Below: the nautical theme extended to the ship-shape invite.
Story and photos, Lane Hannah 16 August 2011
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