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Lifestyle fashion brand PERRIAM opens flagship store in Wanaka

Lifestyle fashion brand PERRIAM opens flagship store in Wanaka

November 4, 2016. For immediate release

Luxury merino fashion brand PERRIAM officially opens its new flagship store in Wanaka today (November 4).

Two years after launching the label wholesale, online and in the PERRIAM boutique in Tarras, the brand has expanded as such to enable Wanaka fashion designer Christina Perriam to commence her retail strategy.

Located at 20 Helwick Street in the centre of Wanaka, the flagship store has been designed to replicate a beautiful country villa. Dado railings and mouldings adorn the walls and a carved fireplace is a centrepiece. Wood, white and greenery set the theme and darkened walls create a lodge feel. The counter represents a country kitchen, the clothing areas are the living room, the changing area represents the bedroom and babies and children’s range Little PERRIAM represent the nursery.

Pictures of Central Otago’s iconic Bendigo Station – where Christina grew up – are hung on the walls and reindeer hides and old suitcases add to the homely lodge feel.

“Since we launched PERRIAM Woman in October 2014 the brand has gone from strength to strength,” Christina says. “We’ve featured in New Zealand Fashion Week in 2015, two iD Dunedin Fashion weeks, launched Little PERRIAM – which now has a large presence in Smith and Caughey’s in Auckland – and we’ve also launched PERRIAM Home.

“We’ve had our sights set on opening in Wanaka, our home town, for some time but we were waiting for the right space. We feel the brand will do exceptionally well in Wanaka as we have a unique mix of product that suits a wide target market. Opening a store here also demonstrates our commitment to the Wanaka area and will be an important part of Wanaka’s growth as a fashion and shopping destination.”

Christina has employed three part-time staff to run the shop while she continues to design from her Gordon Road studio.

The shop opening follows the recent launch of the PERRIAM Woman 2016-17 Summer collection.

Entitled “The Hamptons”, the range draws inspiration from a recent trip Christina made to the Hamptons on the East Coast of America and comprises dressy lace pieces for weddings and evenings and more casual pieces including shirt dresses and shift dresses.

“The mix of the Hamptons’ majestic homes and affluent suburbs, combined with the relaxed sea/coastal life, set the vibe for the range,” Christina explains. “A particular inspiration for the range is from the style of Aerin Lauder, grand-daughter of Estee Lauder, who has her own lifestyle brand Aerin as well as being the creative director at Estee Lauder. Her Hamptons home has been an influence for the new PERRIAM shop and our range has an Aerin feel, with glamorous laces and the casualness of the shirt and shift dresses.”

This season features chambray and denim pieces, plus the signature PERRIAM laces and merino wool pieces. A new addition is a range of merino/possum and mulberry silk throws and ponchos – ideal for keeping the shoulders warm during balmy Central Otago evenings and add a touch of luxury to the range, Christina says.

“This collection offers women everyday luxury with pieces that can be worn during the day and transitioned into the evening.”


Picture captions:

To download imagery from the Summer Lookbook, click here.

  1. PERRIAM designer Christina Perriam
  2. The new PERRIAM retail store in Wanaka

For more information please contact:
Christina Perriam – 021 074 8104 or

PERRIAM is a New Zealand-made merino clothing brand that embodies the comforting luxury inherent in the spirit of the high country. The heart of PERRIAM is Christina’s family and their farm, Bendigo Station in Central Otago – a place of rich history, pioneering spirit, enduring natural beauty and the home of the famous Shrek the Sheep. PERRIAM is about slow fashion, not fast fashion, but it is fashion-forward. PERRIAM celebrates the beauty amongst the busy-ness of life. The PERRIAM brand encompasses Woman, Little and Home, with Sleep and Man eventually being introduced.

Celia Crosbie
Written by Celia Crosbie
Celia is an award-winning former journalist who has worked for newspapers and radio stations in New Zealand and magazines in the United Kingdom. She has worked in public relations in both NZ and London. Celia also specialises in digital media strategy and website copywriting for SEO.