Apt Collections might not be a name familiar to many in Hamilton, but the tides are changing as the store opened its doors for the first time in Hamilton in February. Apt Collections is born from Longbeach Apparel, a New Zealand owned company that has been operating out of Christchurch for more than 45 years. You may be more familiar with the brands they stock; womenswear labels such as Foil, Newport, Preen, Memo, Design Nation, Neris, Seeking Lola, Billie the Label, and Leila & Luca.
At the helm of Apt Collections is Jane Coleman, the vivacious General Manager based in Christchurch, whose energy mirrors the vibrancy of the designs her brands bring to women across the globe. "We take pride in embracing bold colours and prints," says Jane. "Our goal is to make shopping a joyful experience for every woman."
Apt Collections is a 100% Kiwi-owned business, dedicated to helping women celebrate their individuality. Jane's key piece of fashion advice? "Don’t feel pressured to wear something just because it’s ‘on trend.’ There are so many options available today. Choose a style that makes you feel confident and comfortable, so you can look great and be your best self."
Selecting which styles to develop is a collaborative team effort. The majority of Apt's collections are designed in-house in Christchurch, where a talented design team manages everything from concept to completion. "Our team oversees every step of the process, from design and product development to manufacturing, marketing, sales, and delivery, "Jane explains. "We put a tremendous amount of research into fabric selection and fit to ensure quality across all our brands, resulting in a collection with broad appeal."