RB Sellars, the highly respected Australian rural outfitters, is bringing its meticulously crafted wardrobe essentials to Kiwi shoppers. Opening its first-ever New Zealand store in Newmarket, Auckland, on June 9th, RB Sellars is set to become a beloved destination for fashion enthusiasts across the country.

For over 25 years, RB Sellars has been outfitting Australians who share a deep passion for the land and its natural beauty. With a strong emphasis on quality and design, the brand has gained a dedicated following since founded in 1996. While previously only available online in New Zealand, the brand’s first flagship brick-and-mortar store represents a move to establish itself in Aotearoa.

RB Sellars Exterior
RB Sellars now occupies the former Shoe Sheriff building in Newmarket.

The brand’s versatile range, crafted from premium fabrics, caters to men, women, kids and teens alike and seamlessly transitions from the countryside to the city, making it equally at home in any setting.

RB Sellars’ commitment to using natural fibers resonates with comfort-conscious consumers in rural communities and urban environments. Those seeking authentic and down-to-earth wardrobe essentials that effortlessly take them from the paddock to the pub will find plenty to wear in the collection.

What started as a small catalog business with a simple idea for a hard-wearing, well-crafted work shirt in various colors has transformed into something truly iconic. The Burton work shirt, an integral part of RB Sellars’ lineup, has become the quintessential Australian country uniform, with over 200,000 units sold last year.

“We’re thrilled to introduce the RB Sellars difference to Auckland,” Adam Wilkinson, general manager, says. “Inspired by the breathtaking landscapes, the natural beauty that surrounds us and those who work tirelessly on the land, our brand is deeply rooted in rural communities. I’m delighted that our durable workwear, practical essentials and seasonal ranges will now be easily accessible in Auckland.”

RB Sellars Interior
The RB Sellars’ rustic interior is warm and inviting.

Situated in the former Shoe Sheriff building, the new store retains some of its original features, such as the charming wood wash, ceiling beams, corrugated iron and rustic flooring. These elements perfectly embody the brand’s down-to-earth style and add to the warm and inviting atmosphere of the store.

RB Sellars has plans for further expansion throughout New Zealand in 2024. The Newmarket store will stock the brand’s coveted seasonal and core (workwear) ranges, including timeless essentials and beautiful Merino jumpers. Sizes cater to a wide range of customers, from 6 to 22 for women, XS to 5XL for men and 2 to 16 for kids and teens.



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