More than 200 queue overnight for Queen St store reopening

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. 

The queue from Noel Leeming's Queen St store extended all the way to Britomart, with hundreds of keen shoppers waiting in line. 

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. 

Bell said several deals were on offer to shoppers first in line, including half-price PlayStation consoles and half-price iPhones for the first 50 purchases. 

Heart of the City chief executive Viv Beck, who attended, said the feeling on Queen St was changing and it seemed momentum was building with several high-profile openings over the last few weeks, including the CRL and Cartier. 

Bell echoed the sentiment when appearing on Ryan Bridge TODAY and said the store’s opening reinforced the confidence the business is seeing in Auckland’s CBD again. 

Noel Leeming chief executive Jason Bell said the business had been searching for the perfect site for the last few years. Photo / Supplied 

The concept store features expert demonstrations, gaming events, product launches, and try-before-you-buy zones designed to turn a store visit into a “destination experience”. 

Some “experiences” include a dedicated Nespresso area where customers will be able to make coffee. 

The 511sq m floor area extends to the back of the building, with a clearway in the centre for customers to see out to the Queen St storefront. 

The site will also double as a commercial centre for the business, which it has lacked since it left the CBD. 

Bell confirmed the business had been looking for a new site in Auckland’s CBD for years, aiming for a site with 500-700sq m of floor space. 

He was candid about the process and said The Warehouse Group’s strategy switch from agile to brand-led under interim chief executive John Journee had given his team the freedom to pursue the project. 

The store’s opening comes amid a bumpy consumer environment, with retail sales down 0.9% in August according to the latest data from Stats NZ. 

Noel Leeming’s largest competitor, JB Hi-Fi, reported its financial result earlier this year, with sales lifting 26% year-on-year. 

Noel Leeming, alongside its parent company The Warehouse Group, will report its full-year result on September 30. 

Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.