When we opened the doors at 53 Hurstmere Road in October 2025, we had no idea what to expect. Within hours, there were lines outside the fitting rooms. That first day told us everything we needed to know: the gap we had spotted in New Zealand retail was real.
Where the Idea Came From
Between us, we (Dave Malcolm and Staci Scott) bring more than 28 years of ecommerce and retail experience. Dave previously served as General Manager of North Beach and Head of Ecommerce at both Briscoe Group and Hallensteins. Staci's background spans ecommerce leadership at The Warehouse, Warehouse Stationery and Barkers Menswear, plus agency work with brands including Huffer, Mi Piaci, Ruby and Zambesi.
Through all of that, we kept noticing the same thing. New Zealand fashion retail felt polarised. On one end, highly distributed surf and skate brands. On the other, designer led boutiques with price tags to match. Very little sat in the middle.
We felt there was space for something more directional, more curated, but still accessible. A store that blends emerging designers, global brands and lifestyle in one cohesive, fashion forward environment.
Building Wally from the Ground Up
Wally is entirely self funded. We bootstrapped the launch ourselves, carefully managing the fit out by purchasing and refurbishing heritage fixtures from the Smith and Caughey's closing down auction. Friends and family spent long days and nights assembling the store, including screwing together over two thousand custom acrylic coat hangers.
The 280 square metre space on Hurstmere Road blends heritage and contemporary design. A striking black, wavy custom counter, one of the largest commercial projects undertaken by Mount Maunganui based 3D printing studio Special Studios, anchors the store. We prioritised New Zealand suppliers wherever possible, from florals sourced at Florienne's in Takapuna to handmade fitting room curtains crafted by a small Remuera business.
The name Wally itself is personal. It comes from Staci's grandfather. The distinct logo was designed by Dave's longtime friend Luke Young of Young and Creative.
A Discovery Platform for Emerging Brands
Wally currently stocks over 60 brands, with approximately 25 percent being New Zealand labels. Emerging local designers include Honeybloom, Chilli Denim, The Virtue, Suno, Commonplace Essentials, Fantl Sport, AKA (Also Known As, by the Auckland Football Club) and Isle of Eden. Several of these brands became stocked after their founders personally visited the store and connected directly with us.
We have kept an open door approach to buying. Some of our favourite brands are in store because the founders walked in and introduced themselves.
Established New Zealand designers such as Checks Downtown, Kowtow, Stolen Girlfriends Club and Beach Brains sit alongside these emerging names. At the same time, we introduce international brands that are not widely stocked locally, including Lioness, Stora Skuggan, Luna Lane, Motorino, Feners, By Dyln, SNDYS and Pfeiffer. Core international favourites like Mossman, Araminta James, Zulu and Zephyr, Rollas, Malbon, Deus Ex Machina, Gramicci and Luv Lou round out the edit.
Community at the Core
Collaboration has quickly become central to who we are. We have partnered with Stolen Girlfriends Club and Hidden Valley Festival for giveaways. The Hidden Valley prize included two festival tickets, a $500 Wally voucher and an after hours VIP shopping experience. We hosted pre drinks on the store's back deck before closing up and travelling with friends by van to Matakana for the festival.
A partnership with Caci Clinic Takapuna saw every attendee at an in clinic event receive a complimentary Walt Cloud Letter Pendant, one of our top selling products, introducing new local customers to the store.
We are frequently seen at local spots including Stroll Coffee, The Strand Wine Bar and Takapuna Beach Club, often running into customers we are gradually building relationships and friendships with. We want Wally to feel embedded in Takapuna's lifestyle. Not just a shop, but a space that connects people.
What's Next
While we are only just getting started, we are already planning our next move. A second store is targeted within the next 12 months, with ambitions to reach customers outside Auckland. For now, Wally stands as a founder led, design driven retail concept that blends emerging New Zealand designers, new to market global brands and a strong community focus.
Visit us at 53 Hurstmere Road, Takapuna, or shop online at wally.co.nz. Follow us on Instagram @wally.nz for new arrivals and behind the scenes.
New to the North Shore? Read our guide to the best clothing stores in Takapuna.