Superette

Superette is a New Zealand multi brand retailer selling designer womenswear, menswear, footwear, accessories, beauty and homeware, online and through nine stores in Auckland, Wellington and Christchurch. The stocklist mixes international and Australasian labels, among them A.P.C, Agolde, Anine Bing, Arc’teryx, Carhartt WIP, Ksubi, Polo Ralph Lauren, Samsoe Samsoe, St. Agni and Stone Island, alongside an own label under the Superette name. The catalogue runs to well over a thousand products. The store is built on Shopify and ships internationally.

Website Design

Near black on white with colour by section. Text and buttons use black and a near black, rgb(34, 31, 32), on white. Sections swap in flat grounds of lime rgb(119, 253, 103), lilac rgb(215, 203, 255) and pale sage rgb(214, 217, 212), with a saturated blue button scheme and red reserved for sale links.

Jost for display, Figtree for body. Headings and navigation are set in Jost, a geometric sans with wide capitals, while Figtree carries product titles, descriptions and interface labels.

Three doors at the top level. Navigation reduces to Women, Men and Home, each opening a full width menu of eight or nine columns rather than a dropdown.

Shopping Experience

A mega menu that merchandises. Every column pairs a category list with a Featured Brands block and a Trending block, so a shopper browsing Footwear also sees Alias Mae, Birkenstock and Salomon plus links to Complete your look and Spotlight Brand.

Facets with counts on every listing. Women’s New Arrivals states “245 products” and filters on Brand, Collection, Category and Sub Category, each option showing its own count, such as Tops (93 products) and Baggu (15 products). Sorting covers Featured, Most relevant, alphabetical and price.

Add To Bag from the grid. Cards carry a direct Add To Bag control, and out of stock items offer “Register to receive a notification as soon as this item is back in stock”, with a newsletter opt in attached to the same form.

A slide out bag. The cart opens as a panel showing the subtotal, the note “Shipping calculated at next step”, and both Proceed to Checkout and View bag.

Brand Storytelling

Merchandising through named edits. Seasonal grouping is done by title rather than category, with The Event Edit, Off-Duty Icons, The Golf Edit, “THE COLOUR OF THE SEASON ESPRESSO EDIT” and “CURRENTLY COVETING THE LONG SLEEVE EDIT”.

Stores listed with full addresses. The homepage closes on a Visit us in-store block naming all nine locations with street addresses, including the Surplus outlet in Takapuna, so the physical estate sits beneath the shop rather than on its own page.

Notable Features

A promotional bar with conditions. The top strip runs a gift with purchase offer stated with its threshold and brand, beside a link to the latest women’s arrivals.

A broad country selector. The region list spans Australia, New Zealand, the UK, the US, several EU markets, Japan, South Korea and a long run of Pacific territories, each with its own currency.

An In Focus brand row. A homepage module puts a handful of labels forward by name, sending traffic to brand landing pages rather than category pages.