Dame Trelise Cooper is a renowned New Zealand fashion designer known for creating stunning garments that make women feel amazing. With over thirty years in the industry, the brand has become famous worldwide for their elegant womenswear.
Q. From the early days to today's global marketplace, what has been Trelise Cooper's growth journey within and beyond New Zealand?
Since opening the first Trelise Cooper boutique in 1985, I wanted to create a welcoming space where women could come and not be judged while enjoying a fabulous shopping experience. Today, the brand operates seven boutiques, over 200 stockists across Australasia, and a successful online store that ships globally.
Wholesaling our designs changed the shape of our business and meant we could expand our footprint from self-run retail stores to include stockists across New Zealand, Australia and further afield. With a focus on growth and expansion, we created our Online Store in 2011 which fast became our highest turnover store.
To help cater to our diverse clientele and growing export markets, we introduced diffusion lines Cooper, Coop and Curate. This decision to capitalise on our brand’s success proved rewarding as we won the New Zealand Export Award in 2002, with export sales contributing to 50% of our business’s annual turnover. My induction into the New Zealand Business Hall of Fame in 2018 demonstrated our significant contribution to economic and social development of New Zealand.
Q. How did Trelise Cooper as a brand build strong, trusting relationships with customers across the globe without a local physical store in the nearby market?
E-commerce has allowed us to connect with a global audience, without the need for physical stores in every market. We engage with customers through our online platforms—social media, website, and digital campaigns—sharing compelling content and brand stories that foster trust, loyalty and excitement for our unique designs.
Our design strength lies in creating pieces that make women feel confident, empowered, and beautiful. With four distinct brands, there's something for every woman, at any age. We're always evolving our collections to stay fresh, relevant, and forward-thinking. Our designs are made to last, with a timeless aesthetic that can be passed down through generations.
The Trelise style reflects the adventurous spirit of New Zealand, with thoughtful details and effortless silhouettes. The perfect balance of ease and edge, our collections are designed for women who live with intention—smart, unpretentious, and always relevant.
Q. What role have e-commerce and logistics played in this international growth?
Customers around the world can easily shop our products anytime, anywhere, thanks to our 24/7 e-commerce website. Unlike physical stores with set hours, our online store offers the convenience of browsing and purchasing whenever it suits them. This flexibility boosts customer satisfaction and makes our brand more accessible across different time zones.
Q. What steps are you taking to ensure the brand will continue to succeed as the digital age deepens and more of our shopping habits move online?
We’re constantly working to make our digital shopping experience smoother, faster, and more personalized. Recently, we upgraded to the Shopify platform, improving the online shopping journey and expanding our international reach. Every day, we welcome new customers to our brands.
Our online store includes interactive features like digital lookbooks, product videos, and campaigns—tools that have become key elements of our brand and essential for selling in the digital space.
We also embraced social media early on, building a strong connection with over 100,000 followers on Facebook and nearly 70,000 on Instagram. Evolving our digital presence remains a central focus for our business.
Q. How does DHL Express' international express delivery contribute to the brand's overall customer experience?
DHL Express plays a key role in enhancing our digital customer experience. Their service is simple for our team to manage and keeps customers informed with regular delivery updates for their eagerly awaited orders. By delivering thousands of orders in our personalized packaging, quickly and efficiently, we ensure a high level of service that makes shopping with us a seamless experience — encouraging customers to return again and again.
Q. Reflecting on the past three decades, what advice would you give young Kiwi designers who are just starting out?
Fashion is demanding and fast-paced. We're constantly racing against the clock, working under tight deadlines, and the pressure is always on. To stand out, you need to offer something truly unique.
In today’s digital world, thinking locally isn’t enough—you have to think globally. Surround yourself with a strong team and collaborate with business partners like DHL Express, who provide excellent service, support, and guidance as you grow and bring your vision to life.
Check out Trelise Cooper's designs on the Trelise Cooper website.
Learn more about DHL partnerships.
Share
