Ziera closing stores as part of Restructuring Plan
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New Zealand women’s shoe brand Ziera has appointed a new CEO and chairman to transform the business into a digital-first omnichannel retailer.
Ziera has announced a new partnership with The Iconic to grow its e-commerce presence, which will make it less reliant physical locations. The retailer plans to have fewer high street stores but offers higher quality service in the top locations is retains.
“We will always have flagship stores on the ground where customers can come in, check out the range and get fitted properly,” said Ziera chairman Andrew Robertson.
“But, once we have customized their footprint, their details can be stored online and they can then also buy with confidence from one of our digital channels.”
In addition to its partnership with The Iconic, Ziera has also forged an exclusive trading relationship with Foot Mechanics, a New Zealand-based podiatry business, which will offer a core Ziera range at its 17 clinics as well as online.
This relationship will make Foot Mechanics one of Ziera’s largest wholesale partners in New Zealand.
Additionally, three of the brand’s stores will close in July as a result of expiring leases – Bridge Road in Melbourne, Garden City in Brisbane, and Orange in New South Wales – further pushing the brand to embrace online capabilities.
The retailer has appointed a new chairman in Robertson, a new chief executive in Martin Bremner, and a new head of product design in Rosie Jamieson.
Bremner was previously chief executive of Super Liquor Holdings, and has helped businesses through similar transformational periods before. Since Bremner joined in 2018, Ziera’s online sales have grown by approximately 33 percent, and has become it’s biggest “store”.
Jamieson has more than two decades of experience in footwear creation, having previously worked at Hush Puppies, Sacha London, and Hotton. According to the brand, her involvement has seen the “reinvention” of the Ziera range.
“Exciting times lie ahead of Ziera as we transform our business into an omnichannel retailer that provides customers with a convenient and easy experience, allowing them to shop however and whenever they choose,” Robertson said.
Questions & Answers
Q.Which specific stores are closing and when will this happen?
Which specific stores are closing and when will this happen?
Three Ziera stores are closing in July: Bridge Road in Melbourne, Garden City in Brisbane, and Orange in New South Wales. These closures are due to expiring leases.
Q.What is the primary reason for Ziera closing some of its physical stores?
What is the primary reason for Ziera closing some of its physical stores?
The store closures are a result of expiring leases, further pushing the brand to embrace online capabilities as it transforms into a digital-first omnichannel retailer. This aligns with a planned reduction in high street stores.
Q.How will Ziera continue to offer physical fittings and customer service with fewer stores?
How will Ziera continue to offer physical fittings and customer service with fewer stores?
Ziera plans to retain fewer high street stores but offer higher quality service in those top locations. Customers can get fitted there, and their details will be stored online for future digital purchases.
Q.How will the new partnership with Foot Mechanics benefit Ziera's distribution and sales?
How will the new partnership with Foot Mechanics benefit Ziera's distribution and sales?
Foot Mechanics will become one of Ziera’s largest wholesale partners in New Zealand. It will offer a core Ziera range at its 17 clinics and online, expanding Ziera's reach through a podiatry business.
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