Online kids clothing retailer shuts doors

Online kids clothing retailer shuts doors

Online kids clothing retailer, Eureka Clothing (www.eurekaclothing.com) is shutting its Wellington warehouse as it looks to wind down its operation.

Established just over a year ago, the retailer is now servicing customers from across New Zealand, but has struggled to grow its brand quickly enough to create a sustainable business.

Owners Alex Hill and Oliver Mander say they have received phenomenal feedback from customers since they purchased Eureka after it originally shut down in 2012.

“The old Eureka had stores in Auckland and Wellington and we’re very pleased that we’ve been able to grow our customer base throughout the country by focusing on a strong online presence,” says Oliver.

“However despite what you hear about the rise in online retailing, it seems that many people still want to feel and touch and try on the garments. That’s an expensive way of retailing and we just haven’t been able to be in the kind of central location that might have enabled us to grow enough to keep trading,” says Oliver.

Alex says the brand has been popular with parents wanting an alternative to mass-produced, stereotyped kids clothes.

“We bought back things like the double-kneed, adjustable waist jeans which we had so many customers telling us were the only jeans that ever last for kids,” says Alex.

“And we built on the brand with a range of great quality pure cotton tees and hoodies and leggings that our customers tell us are so different from what’s available in big brand stores.”

After an initial product run overseas, the retailer had also managed to manufacture some of the latest runs in New Zealand.

“That’s why winding down is particularly disappointing for me, because it was so important that our kiwi kids clothing was truly kiwi based,” says Oliver.

Eureka will close its warehouse on March 6th and will continue trading online until stock has sold.

“We’ve actually still got a few new pieces on order,” says Alex, “so there’s a bit of a tail of product to come, but unless we miraculously take-off online we’ll be looking at winding up the company.”

Customers can order heavily discounted sale stock at www.eurekaclothing.com

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