In an exciting move for fashion lovers, Apt Collections will open ts doors on 21 May in Ponsonby Road, marking its tenth store nationwide. Proudly 100% New Zealand owned, Apt Collections brings a curated selection of NZ-designed womenswear to one of Auckland’s most vibrant and style-forward neighbourhoods — combining beloved Kiwi labels with warm, community-driven service.
Apt Collections began nearly a decade ago with its first store in Rotorua and has since grown steadily across Aotearoa. Behind the brand sits a deeper legacy: its parent company, Longbeach Holdings, has been crafting clothing for New Zealanders for over 48 years. From its roots in Ōtautahi Christchurch, this knowledge and expertise have been refined over nearly half a century.
In-store, customers will find a thoughtfully curated range of New Zealand-designed labels, including Foil, Neris, Lania the Label, Seeking Lola, Memo, Oh 3, Newport and Esplanade — all of which are designed in the company’s Christchurch and Auckland offices. These are brands shoppers know and trust, brought together under one roof.
What sets Apt Collections apart is more than just the labels it stocks — it’s the community spirit that runs through every store. From personal styling and VIP shopping nights to fashion shows, Apt Collections creates a welcoming and inspiring space where customers can explore and express their individual style.
“Our aim is to be somewhere people can feed their passion for clothing,” says General Manager Jane Coleman. “We’re thrilled to be joining the Ponsonby community and look forward to creating a space where people can come together, connect, and feel inspired.”
Apt Collections caters to a range of shapes, sizes, and ages — ensuring that both mothers and daughters can find looks that suit their lifestyle and aesthetic.
In an industry where retail is often in retreat, Apt Collections is proudly bucking the trend, continuing to expand its physical presence while reinforcing its commitment to New Zealand fashion and communities.
APT COLLECTIONS, 89 Ponsonby Road, E: ponsonby@aptcollections.nz
aptcollections.nz