From a small workroom in Mount Maunganui to one of New Zealand’s most loved fashion brands, Moochi marks 25 years of delivering premium, effortlessly modern style.
Founded in 2000 by Kellie and Chris Taylor, the brand’s story is one of creativity, resilience, and connection, built on the belief that true success lies in creating for and with, the women who wear Moochi.
As Kellie reflects, “To create and grow and maintain a successful contemporary women’s fashion retail business in New Zealand is no small feat and we are deeply proud of what we have achieved. We are also humble by nature as a brand and know that we have been fortunate to be supported by an army of New Zealand women who value what we do for them from the design room to their wardrobes.”
Over the past 25 years, Moochi has navigated its share of challenges, from the uncertainty of lockdowns to the realities of a shifting economy. Yet through it all, the brand’s focus has remained steady: to deliver the best Moochi experience, shaped by its customers and grounded in authenticity. “To be the most loved fashion brand is what drives us,” says Kellie.
Now, as the brand steps into its next era, a new generation of leadership is shaping the future. At the helm is a talented team: General Manager Nicole Skilton, Head of Merchandise and Retail Alex Phillips, Head Designer Rebecca Batley-Alder, and Head of Marketing and Australian Business Manager Morgan Taylor, daughter of Kellie and Chris.
“There are four key women in the business now, each with her own story,” Kellie says. “What stands them apart is their talent, drive, and absolute belief in the brand and its purpose. It doesn’t rest on just our shoulders anymore, and that’s exciting. Its growth potential keeps expanding because of that.”
This year also marks a bold new chapter, with Moochi making its first move beyond New Zealand. Morgan, who lives in Sydney and is back in the Head Office in Auckland one week a month, is preparing the brand to launch an Australia-specific website and strategy, a step that signals both confidence and evolution. “We’ve been told many times to only go across the ditch when we can afford to fail,” says Kellie. “We prefer to go in being willing to learn and earn our success.”
Through every shift and season, the essence of Moochi remains unchanged: timeless design, confident ease, and a deep respect for its customer. “Moochi has been all about our customers, and this ethos is what makes the wheels go around inside the business. Chris and I have worked since day dot on the concept that ‘the systems run the business, and the people run the systems. Even in a creative business, there are processes to the creative too,” Kellie reflects.
“By stepping back it was easy to tell which systems weren’t strong enough, and this is where we have put our energy as directors, ensuring the tools are right for others to uphold and also to test with new ideas ... What is exciting now is that it doesn’t rest
on just our shoulders, and its growth potential is expanding all the time because of this.”
From its beginnings in Mount Maunganui to this moment of renewed momentum, Moochi continues to blend heritage and modernity, proving that great fashion is not just about what we wear, but how it makes us feel. As the brand celebrates 25 years, it looks to the future with clarity, energy, and an enduring love for the women who make Moochi what it is.
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