From the brand's inception, we have continued to work closely and grow with the help and support of our retailers. Each with their own unique vision and approach to curating an interesting offering.

From high end fashion boutiques, to owner operated destinations, La Tribe finds home in a variety of beautiful spaces throughout Australia and New Zealand. In this series, we sat down with the people and faces behind these beautiful stores, to hear more about their vision.

Introducing Rickie Dee, Owner & Co-Founder of Superette

From its beginnings as a bricks and mortar store in 2002, Superette has  cemented itself as one of Australasia's top style destinations. Spanning across a vast physical retail presence through New Zealand and online, Superette offers a curated selection of fashion and lifestyle offering. 


Tell us a little more about where you are located and what you love about the area?

I am based in Auckland and am a bit all over the place between home, our HQ, and our stores in Takapuna, Ponsonby, Commercial Bay & Newmarket. I love all of Auckland’s little pockets of goodness, there is always something new popping up from new restaurants to exciting places to take the kids. I also love travelling to Wellington & Christchurch to visit our stores down there.


What is the inspiration behind Superette?

Superette began 19 years ago by myself and my business partner James. We started off with a small industrial where we sold pieces we had collected from around the world. We’ve since grown to encompass 9 stores including online and whilst it’s definitely grown enormously since our early days, the bones of what we set out to do in 2002 are still there. Superette is a place where we set out to inspire our customers and share our favourite brands, products and trends.


Tell us more about the process of curating brands and styles in your boutique, do you reflect and refine each season?

Our curation is driven by what we love and what we want to wear ourselves. We also look at our different stores, their locations and what each of their customers are looking for when they come to Superette.

Over the years we also have stuck to our tried-and-true method of buying wide rather than deep. Over the years collaborations and exclusives have also become a major part of what we do and we always like to have something in the plan to excite and surprise our customers. These collaborations often stem from customer feedback and allows us to create something amazing to fulfill what our customers are after.


Superette x La Tribe Twisted Moulded Slide

How does La Tribe align with your own brand values?

I love La Tribe's focus on quality and creating styles that can be worn season after season. I also love how Emma and the La Tribe team are always looking for something new and switch it up constantly from mixing textures and trying out new colours. We absolutely love getting creative and collaborating with La Tribe on our Superette exclusives, the options are endless!  


What do you and your customers love most about La Tribe?

Myself, our team and our customers all love how La Tribe bring new effortless styles every season, all classic but with a bit of a twist. They’re easy to mix in with your existing wardrobe and are such a nice way to elevate an outfit from the feet up.


What is your favourite style this season and how will you wear them?

A good boot such as the Pistol Boot is a must-have for me going into winter. I pair mine with everything from midi and maxi dresses to jeans, a crisp tee and a good faux fur or leather jacket. I also can’t go past a good pair of Sheepy Slippers, so lush and cosy for winter. 

Stay tuned for more retailer profiles coming soon...

xx La Tribe