It was also one of the last substantial buildings constructed on Queen St before the Depression.
Noel Leeming chief executive Jason Bell said the company intends to highlight the original character of the building while showcasing the latest in innovation and technology.
“This won’t be your typical Noel Leeming. While customers can still get their hands on the latest tech and chat with our awesome service professionals, this store is about offering something fresh and exciting for our city-centre customers,” Bell said.
Chief executive Jason Bell says Noel Leeming intends to highlight the original character of the Queen St building while showcasing the latest in innovation and technology.
The concept store will feature expert demonstrations, gaming events, product launches, and try-before-you-buy zones designed to turn a store visit into a “destination experience”.
Some “experiences” include a dedicated Nespresso area where customers will be able to make coffee, with Bell hinting to the Herald that a Garmin area could also be in the works.
The 511sq m floor area extends to the back of the building, with Bell describing his plans for a clearway in the centre of the store for customers to see out to the Queen St storefront.
Bell said the site would also double as a commercial centre for the business, which it has been missing since it left the CBD.
Concept stores with revamped retail experiences are on the rise in New Zealand, with similar stores launching from Briscoe Groups’ Rebel Sport, KMD Brands’ Kathmandu and Hallensteins, which moved into its concept store after vacating the 192 Queen St site.
Noel Leeming previously traded on Queen St until 2021, when an expiring lease and the impacts of Covid-19 led to the company leaving the precinct.
Noel Leeming’s return to Auckland’s Queen St will be in the historic Lewis Eady building, built in 1928.
Bell confirmed the business had been looking for a new site in Auckland’s CBD for years, aiming for a site with a 500-700sq m floor space.
He was also candid about the process, and said The Warehouse Group’s strategy switch from agile to brand-led under interim chief executive John Journee had given his team the freedom to pursue the project.
While he couldn’t confirm the length of the site’s lease, Bell said the company had locked it in long-term, and officially had the keys from May 15, with the fit-out beginning right away.
Bell said the team was aiming to open the concept store in September, roughly coinciding with the rumoured launch of Auckland’s City Rail Link (CRL).
The site’s proximity to Te Waihorotiu station on Victoria St was part of the reason behind the decision to sign, particularly for the potential increase in CBD foot traffic.
“It’s fitting that we’re opening around the corner from a brand-new, state-of-the-art station that represents Auckland’s future.
“It’s an exciting time for our biggest city, and we’re proud to be part of that story.”
Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.
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