Apt Collections took over the H&J Gore branch in September and employs staff who previously worked for H&J Smith.
The H&J Smith Invercargill branch will close in November and the new store will bring with it many of the brands previously sold in the H&J’s ladieswear department including Foil, Memo, Oh 3, Esplanade, Preen and Newport as well as labels; Siren, Seeking Lola, Lania the Label and Design Nation.
New store manager Kathy Pasco has worked for H&J Smith for several years and recruitment of the rest of the team was under way.
The New Zealand-owned store was borne from Christchurch manufacturer Longbeach Holdings Ltd, which was established over 45 years ago and specialises in the design and wholesale of ladies’ fashion.
Its first store was established in Rotorua six years ago, and stores around the country have since opened in Paraparaumu, Howick, Mosgiel, Gore and now Invercargill.
Longbeach Holdings Ltd general manager Jane Coleman said the fashion store was not necessarily age specific, and catered to a range of body shapes and sizes.
"Both a mother and daughter can find a range of items to fit their look and style," she said.
“It is important to us that our customers have fun, enjoy being styled and trying on clothing so they can feel confident in what they’re wearing."
“Whether you’re putting an outfit together for a special event, refreshing your wardrobe for the season ahead or finding a standout piece, Apt Collections is the place to go," Mrs Coleman said.
“Our aim is to be somewhere people can feed their passion for clothing. We can’t wait to meet the community and hope to be a place where people can come together to connect."
