Full Breakdown
Uniqlo Hints at Opening First New Zealand Store After Queenstown Campaign
6/24/2026, 12:12:05 PM
Core Event: Queenstown Campaign Spurs Public Call for a Store
In the campaign filmed last month in Queenstown, Uniqlo invited local creators. Participant Martin posted a video asking why the brand was unavailable in New Zealand and urging the company to open a store or enable online shipping. The post drew swift public attention and a reply from Uniqlo Australia.
Background & Timeline: Australian Footprint and Prior NZ Interest
Uniqlo has been in Australia for over a decade, opening its Melbourne flagship in April 2014. The company first cited New Zealand as a prospective market in 2017. The Queenstown shoot marks its first on-ground activity in the country; weeks later Uniqlo Australia contacted Martin and sent a product package. No store opening has been announced to date.
Official Statements & Responses
Uniqlo Australia said it heard the feedback and was ‘working on bringing Uniqlo to Aotearoa New Zealand.’ A spokeswoman added the brand is ‘always exploring new opportunities to expand our retail footprint’ and called the Queenstown project its first New Zealand introduction. Later the company clarified it ‘doesn’t have any updates yet if we are going to open a Uniqlo store in New Zealand.’
Criticism & Opposition
New Zealand consumers voiced frustration at the lack of local access to Uniqlo’s affordable basics. Martin said he felt ‘mortified,’ and other commenters asked for a specific store location, questioning whether the campaign signalled an imminent opening. The repeated calls underscore a perceived market gap.
Data & Statistics
Uniqlo’s Australian presence spans more than ten years; its Melbourne flagship opened in April 2014. The brand listed New Zealand as a potential market in 2017.
Why It Matters
An Uniqlo store would give New Zealand shoppers direct access to low-priced, functional apparel, potentially reshaping the market, creating jobs, and increasing competition.
Conflicting Reports & Gaps
Earlier statements suggested active work toward a New Zealand launch, but the latest comment reports no concrete updates, leaving the timeline unclear.
Verbatim Quotes
- “They’re affordable, they have great staples, so many amazing things, and they’re promoting their brand in our gorgeous country and we can’t even get them.” — Martin, New Zealand consumer
- “Hi Liv, we’ve heard your feedback and are working on bringing Uniqlo to Aotearoa New Zealand,” — Uniqlo Australia, note to Liv
- “We can confirm that this project was Uniqlo’s first introduction into New Zealand and we are eager to connect further with the local community in the future.” — Uniqlo Australia spokeswoman
- “We don’t have any updates yet if we are going to open a Uniqlo store in New Zealand,” — Uniqlo, company statement
What’s Next
Uniqlo has not set a timetable for a New Zealand store. It continues to monitor feedback and engage locally, leaving a future opening possible but undefined.
