Levi Strauss has snubbed Christchurch's suburban malls, deciding instead to open its first city store in the central business district.
It is the second chain in recent weeks to open its first Christchurch store in the central city, an area which has suffered from fierce competition from the malls.
Nood, New Objects of Desire, a store created by Kathmandu founder Jan Cameron, opened in Cashel Street occupying a space that had been empty for some time.
Levi's brand director Steve Williams, speaking from Melbourne, said the central city was an important destination and the hub of the city.
"The location ticked the boxes of having the foot traffic we required, the right type of demographic, as well as the right type of retailers in that strip."
Wellington businessman Barrie Thomas owns the Levi's franchise rights for New Zealand and Australia.
He also owns the franchise for The Body Shop's 26 New Zealand stores and was involved in opening 75 Body Shops across Australia.
Levi's plans to open between 25 and 30 stores across New Zealand and Australia during the next three years.
Williams said he envisaged New Zealand having six Levi's stores, but it would depend on finding the right sites.
The High Street store in Christchurch was the company's second in New Zealand. It already has one store in Wellington.
"Rather than take any old site that comes up it's important we take sites in key shopping locations, whether they be strip shops or enclosed malls."
Central City Business Association manager Paul Lonsdale hopes the new shops will encourage more people back to the city centre.
"They add a new element to the city, which is important. It's great to see them coming in here rather than the shopping centres."
The shops helped revitalise the area, he said.
Malls like Riccarton, Northlands and The Palms had all spent between $80 million and $130m on upgrades, yet the central city had been left to its own devices for ever, Lonsdale said.
It was going to take a while to get people coming back to shop in the city, he said.
The association had identified key issues which would get people back, including car parking, security, cleaning and regulated shopping hours.
Lonsdale represents 171 property owners and 450 businesses between Hereford, Manchester and Lichfield streets and Oxford Terrace.
He was also working on a leasing strategy to make sure adjoining shops were compatible. "There's nothing worse than having a really nice high fashion sector of town and shoving in a $2 shop next door," Lonsdale said.

stuff.co.nz


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