About us

ABOUT US
Since its incorporation in 1985, IDENTITY has grown to become one of the leading fashion retailers in New Zealand. IDENTITY creates and stocks a range of designer labels and aims to provide a superlative customer experience to help women look good and feel good. Brands stocked include the finest local and international brands, including Verge (premium NZ label), Fifilles (France), Gabriella (our in-house label) and other premium labels.

The IDENTITY woman is a well-blended mix of street-smart modernist, epitomizing an effortless ability to switch their look day or night; from modern glamour to everyday, street-luxe dressing. IDENTITY offers a comprehensive collection of designer apparel and accessories to suit every style and occasion.

IDENTITY currently has 14 retail stores in New Zealand with the most recent new store opening in Tauranga.

ABOUT US
Since its incorporation in 1985, IDENTITY has grown to become one of the leading fashion retailers in New Zealand. IDENTITY creates and stocks a range of designer labels and aims to provide a superlative customer experience to help women look good and feel good. Brands stocked include the finest local and international brands, including Verge (premium NZ label), Fifilles (France), Gabriella (our in-house label) and other premium labels.

The IDENTITY woman is a well-blended mix of street-smart modernist, epitomizing an effortless ability to switch their look day or night; from modern glamour to everyday, street-luxe dressing. IDENTITY offers a comprehensive collection of designer apparel and accessories to suit every style and occasion.

IDENTITY currently has 14 retail stores in New Zealand with the most recent new store opening in Tauranga.

ABOUT US
Since its incorporation in 1985, IDENTITY has grown to become one of the leading fashion retailers in New Zealand. IDENTITY creates and stocks a range of designer labels and aims to provide a superlative customer experience to help women look good and feel good. Brands stocked include the finest local and international brands, including Verge (premium NZ label), Fifilles (France), Gabriella (our in-house label) and other premium labels.

The IDENTITY woman is a well-blended mix of street-smart modernist, epitomizing an effortless ability to switch their look day or night; from modern glamour to everyday, street-luxe dressing. IDENTITY offers a comprehensive collection of designer apparel and accessories to suit every style and occasion.

IDENTITY currently has 14 retail stores in New Zealand with the most recent new store opening in Tauranga.

Since its incorporation in 1985, IDENTITY has grown to become one of the leading fashion retailers in New Zealand. IDENTITY creates and stocks a range of designer labels and aims to provide a superlative customer experience to help women look good and feel good. Brands stocked include the finest local and international brands, including Verge (premium NZ label), Fifilles (France), Gabriella (our in-house label) and other premium labels.

The IDENTITY woman is a well-blended mix of street-smart modernist, epitomizing an effortless ability to switch their look day or night; from modern glamour to everyday, street-luxe dressing. IDENTITY offers a comprehensive collection of designer apparel and accessories to suit every style and occasion.

IDENTITY currently has 14 retail stores in New Zealand with the most recent new store opening in Tauranga.


Since its incorporation in 1985, IDENTITY has grown to become one of the leading fashion retailers in New Zealand. IDENTITY creates and stocks a range of designer labels and aims to provide a superlative customer experience to help women look good and feel good. Brands stocked include the finest local and international brands, including Verge (premium NZ label), Fifilles (France), Gabriella (our in-house label) and other premium labels.

The IDENTITY woman is a well-blended mix of street-smart modernist, epitomizing an effortless ability to switch their look day or night; from modern glamour to everyday, street-luxe dressing. IDENTITY offers a comprehensive collection of designer apparel and accessories to suit every style and occasion.

IDENTITY currently has 14 retail stores in New Zealand with the most recent new store opening in Tauranga.



Take a Look at Us NOW - New Owners -New Look-New Labels = A New You!

Contemporary Fashion and Accessories from much loved New Zealand Designers and International labels such as: MacJays, Black Stone, Lemon Tree, Random, Libertine, Threadz, Faye Browne, Privilege and our in-house label Gabriella.  Also check out our own Black Rose accessories, as we look for designs with the New Zealand womens' life style and needs  in mind .

 We provide genuine personalised service from our experienced Team who also bring a NZ perspective plus and  International flare to ensure your shopping experience is Unique.

We like to reward our customers, and offer a VIP rewards Program where we can also  keep in touch with our customers with new promotions, trends and benefits.

We provide another special service for women whom are " time poor" or  "unsure what looks are best suited".  Our complimentary 1 hour Style By Appointment to help you select your New Season Wardrobe , Occasion Outfit or that special piece. No obligation to buy as we know you will be back to see us as the season unfolds.

IDENTITY has Three Retail stores; Two in Auckland (Newmarket and Milford) and 1 in Christchurch (Northlands).  We also have an Outlet store at Westgate in Auckland