IDENTITY is a trusted brand that has been around for over 30 years. IDENTITY is known for its high level of customer service, and for stocking many of the best labels New Zealand and Australia have to offer. Our team are renowned for the excellent service they provide, and we regularly receive great feedback on our customer service. Many in our team are experienced and have been with us and in the fashion world for a long time, and hence are comfortable in giving you the customer, sound and honest feedback and on your next fashion purchase.

IDENTITY is a New Zealand family owned business, and the current owners Rosie and Marty work in the business. Rosie works in the stores four to five days a week, so has an excellent understanding of what our customers likes, wants and needs are. This is invaluable, as Rosie makes the buying decisions for the business. Marty is a fifth generation retailer.

Recently the business opened a new retail brand called GABRIELLA, and now operate under the retail brands IDENTITY and GABRIELLA. Many of our customers recognise the GABRIELLA label, which has been present in the IDENTITY stores for the last 17 years, it is named after one of the owners two daughters.

Click here to view the newest arrivals from the IDENTITY Range