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Fashion designer Sally Ridge has opened her new Milford shop on Auckland's North Shore.
The shop, james and august, is selling a range of casual clothing including underwear and leisure gear from the Milford Centre, run by NZRPG Management.
Sally Ridge said her flagship shop opened a fortnight ago and was performing beyond her expectations.
Steve Holyer, the centre's leasing manager, said this year's retail downturn meant the major refurbishment and upgrade of the mall was not totally well-timed.
"This was hardly the year to carry out an ambitious refurbishment and ask a series of national retail operators to relocate," Holyer said.
However, the centre had been repositioned as a boutique department store retail formal to reflect the upmarket demographic area and he said the leasing programme had been a success. Holyer said the time was now right to go against the big-centre expansion and offer a boutique hub.
Next month, The Homestore shifts into its 507sq m area, selling homeware and gifts.
The mall's retail trade was up 12 per cent last month.
