Behind the scenes: Peter Alexander’s bold new store concept

The launch of Peter Alexander’s new store at Westfield Albany marks a significant evolution in its retail design in New Zealand. Completed by Dimension Shopfitters, the store features intricate custom details and high-quality techniques, making it a standout among the brand's stores. With plans for further expansion in New Zealand, this opening represents a forward-thinking approach to the region.

Delivered by Dimension Shopfitters, this location is the first in the country to showcase the refreshed design concept, already rolled out across several stores in Australia.

“The new store represents a significant evolution compared to Peter Alexander’s previous layout,” says Simon Dickson, General Manager of Dimension Shopfitters.

The project, which involved relocating from a space adjacent to Farmers into the former Forever New site, spans 198 square metres of retail area, accompanied by a 63-square-metre storeroom and 16 square metres dedicated to custom-designed changing rooms.

Established in 2004, Dimension Shopfitters has grown from a cabinetmaker into a full-service contractor, offering end-to-end solutions for retail clients across New Zealand.

The new Peter Alexander store's visual transformation is immediately apparent from the 10.5-metre-wide shopfront, which features Dimension Shopfitters cabinetry skills with intricate detailing, including scalloped mouldings, stepped profiles, and decorative routered panels. Simon explains, “These elements were crafted using our in-house CNC machinery, with custom tooling developed specifically to achieve the complex shapes and profiles.”

Simon notes that the key challenge of the project was applying Peter Alexander’s signature “PA Pink” lacquer to all the detailed finishes. “This high-gloss two-pot lacquer required absolute precision and a flawless, defect-free finish—something our experienced paint team executed to perfection,” he says.

Inside the store, a feature ceiling drop panel continues the custom detailing theme, utilising a profile mould that was sourced and supplied locally, adding a bespoke touch exclusive to this store.

Dimension Shopfitters’ CAD design team created all detailed production drawings of the project to guide the manufacturing process. The custom joinery, ranging from display units to changing room structures, was fabricated in Dimension’s factory and assembled on-site, ensuring quality and efficiency throughout the build.

Dimension Shopfitters’ is equipped to provide a full-service offering, including:

• Estimating and quantity surveying
• Project management
• CAD design and production drawings
• In-house joinery manufacturing
• Logistics and installation
• Warehousing for customer-owned products
• Full shopfitting services
• Procurement of materials and fixtures
• Nationwide service delivery

“The Peter Alexander team utilised our warehouse space for the storage and distribution of items received from offshore for the new store,” says Simon.  “A range of fixtures, furniture and merchandising items were stored with us and picked and packed for delivery to the store when the relevant areas were complete.”

Simon adds, “This allows the customer to know that products from offshore suppliers are in the country in safe and secure storage and are handled by our shop fitting team for installation.”

Dimension Shopfitter’s quantity surveyor’s management of costs ensured the project was on budget and delivered within a short seven-week program from procurement through to handover.

Simon and the team are now planning the build of a second store in this new design in Christchurch in the coming months.

For assistance or full-service project delivery for your next retail project, contact Dimension Shopfitters on ArchiPro today.