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Talking Man to Man: Hugo Boss in WellingtonTalking Man to Man: Hugo Boss in Wellington

Wellington’s Man to Man is one of the best destinations for Hugo Boss
photographed by Emma Käthe Anderson

Expanded from issue 25 of Lucire
Man to Man, 89 Victoria Street, Wellington, New Zealand

From top: The new Man to Man store on Victoria Street. The upstairs menswear counter. Menswear department, upstairs.


IF YOURE after Hugo Boss in Wellington—or are after the most comprehensive men’s and women’s range from the European brand—then Man to Man is the only destination.

Moving to 89 Victoria Street (telephone 64 4 473-6945, last November, Man to Man has fresher, brighter premises. Fashionistas might remember the location as the former location of Robyn Mathieson, but you’d hardly recognize the shop.

A pillar that used to block the ground floor has disappeared, and the women’s department has a whole new feeling with its tiles and light. Upstairs, the men’s department is carpeted, with the nice touch of a bottle of cologne in the changing rooms.

Dave Clareburt first joined Man to Man in 1984 before taking over in 1991. And he loves the new location compared with Man to Man’s old Willis Street premises. Not only does the company own the building, Clareburt sees it as at an ideal place: ‘It’s a destination shop. We have World, Kate Sylvester and Karen Walker in the area.

‘We wanted to go to somewhere not on the main drag. The character [of the building] is what got us—it’s perfect. It’s a friendly part of town.’ Clareburt points out that all Hugo Boss ranges are present: Orange and Black Labels, for men and women. Orange, by his description, has a ‘handcrafted, edgy, fashion-forward look,’ thanks to an Italian design team. ‘It’s the more leading-edge in the range.’ Black is ‘contemporary, still fitting and German.’ The labels are not separated by age, he stresses, but by ‘occasion.’

Craig Broadhead, who manages the store, finds the new space far better for the Hugo Boss brand. ‘We [now] do full collections, more comprehensively than in the past,’ he says. ‘It’s the only place with Hugo Boss women’s outside Auckland.’

Broadhead joined five years ago after having worked as a chef and trained in commerce and tourism.

Downstairs, Lisa Ralph, who joined at the same time, oversees the women’s department. Both were there when Man to Man took top honours in the Top Shop Awards in 2004.

Man to Man aims to grow with the Hugo Boss brand. ‘The first collection was suits, shirts and ties, now there are overcoats and knitwear,’ says Clareburt. ‘We got stronger as the brand got stronger. We were one of the first to do the brand as a whole collection. ‘Womenswear brings in another customer—double the customers. Fragrances complement the brand,’ he says.

In the future, Clareburt and Broadhead expect a greater growth in accessories—‘wallets, bags, briefcases and satchels.’ Says Broadhead, ‘We quadrupled the walletwear in this one season.’ •


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Womenswear department, downstairs.

Up the stairs to another world—menswear.

Men’s changing rooms have a bottle of cologne for customers to sample.

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