Noel Leeming Queen St opening draws hundreds of shoppers in Auckland CBD
Noel Leeming has reopened a concept store in Auckland's CBD, drawing hundreds of shoppers with exclusive deals and interactive experiences. The opening signals a potential retail recovery in the city center.
Why it matters
The successful launch reflects growing business confidence and foot traffic in Auckland's central business district following a period of decline.
Hundreds of keen shoppers have lined the streets of Auckland’s CBD for the return of Noel Leeming to Queen St, surprising even the team behind the business.
Noel Leeming announced plans to return to the central city in May after five years away, promising to launch its first concept store featuring interactive, immersive and in-person experiences.
After a few months working on its fit-out, Noel Leeming has opened to an unexpectedly large crowd.
Noel Leeming chief executive Jason Bell said some in the queue had lined up at 5.30pm the night before, with the queue growing to more than 200 overnight.
When the Herald arrived to see the store before its official opening, the queue extended beyond sight, with staff confirming it had reached Britomart about 450m away.
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