Wellington owned and operated Hurricane Jeans have rebranded as Hurricane Denim and are opening a new store on Willis Street, in a vibrant part of town. Owner David Bryne explained that they are surrounded by other fantastic retailers and can't wait to share their unique offering. The team worked very hard to curate new styles from over fifteen established labels and introducing new brands to the store as well. The local independent company works with talented locals wherever possible to develop the new store. This includes the brand's collaboration with award-winning Inject Design which reflects the strong local heritage and fresh new customer experience. As a result, the new logo includes the iconic Wellington Pencarrow Lighthouse, an important piece of New Zealand's maritime history. This particular lighthouse was the first permanent one in New Zealand and was a critical beacon for ships from around the world. Inject Design's studio manager Drew Coleman explained that Hurricane Denim has been a true shopping beacon for over 25 years and the lighthouse was a perfect fit.
The brand has a loyal following and every aspect of the new store design responds to their customer feedback from a fresh new product range from around the globe to the spacious contemporary fitting rooms. The new fitout was designed by retail design specialists Spaceworks. “It was a real pleasure to work with David and the Hurricane Team. They really understand their customers and pushed our creativity to get a truly spectacular new space,” said Lizzi Whaley, Spaceworks CEO and creative director. Everything is designed to make their shopping experience effortless. “I’m often told that people find shopping for jeans challenging and there’s nothing worse than a saggy butt in poorly fitted denim, so this is all about finding everyone the perfect pair and making it fun,” added Bryne. “We celebrated 25 years in business last year and looking back has helped us to look forward and plan for the next 10 years. Retail is a highly competitive environment and we need to work hard to remain relevant.”
See the full story at apparelmagazine.co.nz