Our STORY

Here at Shine On, we LOVE encouraging kindness, happiness, confidence, and making a positive difference to others! Not only do we believe all women deserve to feel good about themselves and who they are, no matter what shape, size or age; we strongly believe in the power of the collective to give back to our community. Learn more about the Shine On story below.

Our Story Image

Here at Shine On, we LOVE encouraging kindness, happiness, confidence, and making a positive difference to others! Not only do we believe all women deserve to feel good about themselves and who they are, no matter what shape, size or age; we strongly believe in the power of the collective to give back to our community. Learn more about the Shine On story below.

2002

2002

THE BEGINNING

Shine On began back when Fee Kirkpatrick was looking to supplement her income and started selling vintage clothing on Trade Me. Over the next 10 years, Fee and her husband Gene grew their online following with heaps of you snapping up their one-off finds and bargains.

Visiting op shops and buying closeouts of stock was the modus operandi while balancing that business with bringing up their two sons Eli and Nate.


2015

2015

A NEW DIRECTION

In late 2015 Shine On went in a new direction from one-off vintage to become an online retailer representing major brands to fashion conscious mums. From there it just started going crazy.

2015

NOTHING BETTER THAN FAMILY

Team members grew – with growth new skills are required and Fee's brother Cliff became involved as General Manager to create and manage a business structure. This has left Fee and Gene to do what they do best - continue in the creative role, working out what it is you ladies want to see and buy.


2016

2016

THE NEW STORE

In late 2016 Shine On moved from the Kirkpatrick basement to a new retail/online store on Whangaparaoa Road. The retail store was initially in a walled off section at the front of the building with the online side out back.

2016

THE MORE THE MERRIER

The team grew massively in 2016/2017 to keep up with you ladies. We've added a dispatch team of 9 people, a retail team of 12, a customer service team of 4 and a buying and sales team of 4 to help Fee – bringing our staff numbers to 30 in just over a year. WOW! What a ride.


2017

2017

THE NEW HQ

In late 2017 we moved our online operation to larger warehouse around the corner, also in Whangaparaoa. This allowed us to more than double the size of our successful shop and bring an amazing shopping experience to the Hibiscus Coast. We're very excited about all the changes and looking forward to seeing you ladies visit us in person in beautiful Whangaparaoa.


2018

2018

SHINE ON LABEL

After huge demand, Shine On’s very own label was launched, aptly being named Shine On Label. The collection encompasses Shine On’s mantra that every woman should feel attractive and confident, by offering gorgeous designs that are also super comfortable.


2020

2020

MT ROSKILL

In late February we officially opened our centrally located Mount Roskill store. Our second Shine On store is part of Carr Road’s exciting new retail development. Sure to be your new shopping go-to, Shine On sits alongside Briscoes, Rebel Sport, Bunnings Warehouse and Kreem Café. Now officially open. We can't wait to see you in store soon!

HQ EXPANSION

The overwhelming demand for more stock, and more team members than ever, resulted in the need to expand our headquarters. During late 2020, HQ moved into the space adjacent to the current warehouse. We now have over 100 staff!


2021

2021

CHRISTCHURCH

In May we officially opened our Christchurch store. After many requests for stores throughout NZ, we opted for our first major store outside our home base to open in Papanui, Christchurch. We have an amazing new team at the store who are super-excited about making your visit to Shine On an amazing experience for you. We can't wait to see you in store soon!

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