Boutique shop outlasts shifts and shakes
Standalone building in city’s regenerating fashion hub offers premises more than twice the size of previous outlet, writes Chris Hutching.
After years in the post-earthquake pop-up mall, a boutique Christchurch store has moved to the city’s fashion quarter.
Infinite Definite Boutique opened its new central city store at 246 High St, on the eastern side of the street opposite the ANZ Centre.
Owner-operators Jono and Sarah Moran said the choice of a standalone building was significant.
‘‘It means we can control what we’re presenting more rather than being reliant on what neighbours are doing. It’s a rarity nowadays,’’ Jono Moran said.
The property is owned by retired private investors and is in a growing cluster of well-known fashion retailers.
Infinite Definite first opened its doors in High St in December 2008, about 300 metres from its new site.
Two years later the February 2011 earthquake struck and, in October of that year, Infinite Definite reopened in a container as one of the original tenants in the Re:Start mall.
The new store is two-and-a-half times the size of their last store, testament to its success despite the challenges.
Jono Moran said the boutique always benefited from the variety and number of customers who came to the central city.
‘‘For us the central city is the only place that has real diversity.’’
The location sets the store in the regenerating fashion hub of the city and is surrounded by wellknown and soon-to-be opening international fashion brands, plus a nearby 570-space car park.
‘‘We’re excited to be in the middle of it all.
‘‘It is somewhere we feel confident we can continue to develop and grow our brand and business.’’
Jono Moran handcrafted the majority of the new store’s fit-out, fixtures and furniture.
Fashion lovers could expect new products and brands as well as the store’s old favourites, such as Twenty-Seven Names, Meadowlark, Beau Coops, Kowtow, Wood Wood, Perks and Mini and Norse Projects.