Is Uniqlo coming to NZ? Hype builds after Queenstown brand trip raises questions

Is Uniqlo finally coming to New Zealand?

After hinting that it is “exploring opportunities to expand its retail footprint”, hype is building that the popular Japanese brand could be landing in Aotearoa sometime soon.

Uniqlo, loved for its affordable, quality wardrobe pieces, recently ran a major brand trip, filming and capturing content right here in our backyard - but the retailer has yet to open up shop on our shores.

The brand flew Australian content creators, including Sopha Dopha, Riley Tomoana née Hemson, and Jasmine (Jaz) Hand - all hugely popular with Kiwi audiences - to Queenstown for a winter campaign promoting its LifeWear range.

As Kiwis caught wind of the brand trip, many aired their frustrations, questioning why Uniqlo chose New Zealand as the destination despite not having a single store operating here.

After learning about the trip, NZ content creator Liv Martin said she was interested in the pieces being promoted.

“The problem that I have is we can’t even access the brand,” she said.

She added that Uniqlo is a first stop for many Kiwis shopping overseas.

“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.”

Not long after, Martin revealed she’d actually been contacted by Uniqlo Australia. They sent her a package after the video gained traction.

“Hi Liv, we’ve heard your feedback and are working on bringing Uniqlo to Aotearoa New Zealand,” a note included with the delivery read.

Since then, the brand has been noticeably active in the comments on its Queenstown content, with Kiwis repeatedly asking the big question: when is Uniqlo actually coming here?

While Uniqlo hasn’t locked in any details, it’s been replying with hints like “We’re trying”, “We’re trying our hardest”, and “We’re working on it.”

At one point, the brand even stirred the pot itself, asking: “Hypothetically, where should we open up? 🤭”

Adding fuel to the hype, a Christchurch retailer, Stencil, currently stocks a small range of Uniqlo pieces - and the demand is clearly there.

Of the 36 items listed on the retailer’s website, around half are already sold out.

According to a brand expert, this level of buzz is exactly what major international retailers want to see ahead of a launch.

Sam Brough, Head of Brand at brand tracking platform Tracksuit, says the interest in the Queenstown campaign shows just how strong Uniqlo’s pull already is in New Zealand.

“When a major global brand hints at a launch into New Zealand, it always gets people talking,” he said.

“It’s a classic case of building future demand… getting people to fall in love with the brand before they actually buy anything.”

And that might already be what’s happening here.

With other international brands like Victoria’s Secret and Kim Kardashian's SKIMS already announcing they're expanding into New Zealand, Uniqlo would make quite the trifecta for fashion-loving Kiwis.

For now, nothing’s confirmed, but we’ll be watching closely for any future updates.