Apparel Company Achieves NZTE High Growth Accolade

Press Statement
For immediate release
May/June 2007

Apparel Company Achieves NZTE High Growth Accolade

deNada, Wellington’s newest concept in fashion and retail, will graduate from the Creative HQ business incubator this month as the first apparel company ever to have reached the schemes aggressive high growth targets. Two of the three goals, as set by NZTE as a requirement for inclusion in the programme, must be achieved to meet the criteria for graduation. In the case of deNada, staff number growth and turnover have qualified them for this prominent event.

Inaugurated in December 2005 and launching their first collection in Summer 2006 along with their flagship concept store in Wellington’s blossoming Featherston Street, deNada has been one of the quickest companies within the incubator to move from seed stage to be achieving in the market. deNada has shown 42% growth since the September 2006 launch of their retail outlet, a space that incorporates women’s clothing with a coffee lounge, art space and music collection.

“Strategic planning, development of a cohesive and strongly identifiable brand and constant evaluation have helped to establish our place commercially” says Business Director Jo Learmonth. “Guidance and advice from the established network of Creative HQ partners, and in particular the industry specific mentors, has been invaluable in the development of our company.”

As Creative Director, Nada Matthews designs and manages the production of approximately 3000 garments each season. On leaving Creative HQ Matthews will direct the setting up of a new workshop for her and her technical assistants. The transition will have less geographical impact on Learmonth, who oversees the business and manages stock control and staffing in the store from her home office in Stewart Island, visiting Wellington once a month for location specific roles.

“While it has been invaluable to be surrounded by so many other risk-taking, competent and high energy CEO’s in the incubator, deNada is ready to leave and take our place in Wellington’s business community” says Matthews. “We’ve worked our socks off so feel very proud to be recognised for our achievement as we exit from such this prestigious program.”

In the wake of such success, development into further markets are planned; a collaborative agreement now paves the way for leather ware, bags and belts, and the success of the first art exhibition has established the space as viable for future shows. The two women are now focusing on the future and researching the opening of a second store, elsewhere in NZ.

Ends

© Scoop Media