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A 2023 Update From Claudia

Hello Father Rabbit Family!

It’s Claudia here, Father Rabbit co-founder. I thought it might be nice to write a bit of an update on Father Rabbit life and things that we have achieved in the last year and plans for this year.

We have three beautiful lifestyle stores in Auckland. Herne Bay and Ōrākei are going really well and we are firmly rooted in our local neighbourhoods. It is so lovely for staff to get to know our local regulars. Bloc Mount Eden has been really affected by roadworks (Normanby Road has been closed for what feels like over a year) and the road is finally open! It’s coming back to life around that area in Mount Eden. There are some great apartments and businesses opening in that area, including the big Simon James showroom and Mibo bakery (so many queues!!). Our Bloc neighbours are really looking forward to a more positive year. Don’t forget there is parking there in the building off Enfield Street.

I would describe these as homeware/lifestyle stores but we do have good fashion and baby areas within each. Our Newmarket store is called Father Rabbit Select (it even has its own instagram) and really is a great fashion store. We have some gorgeous clothing brands there like Jac + Jack, Benjamin Alexander, Von-Röutte and Caverley footwear alongside Assembly Label and Elka Collective.

We have launched the start of our Father Rabbit apparel with more gorgeous styles arriving in March including oversized crews, more amazing shirting and incredible trousers arriving in April and some great new t-shirt colours. We are working with new stockists to stock this range which is exciting so you may just see our range popping up in your local town. Jump on over to our Father Rabbit Apparel Instagram here.

Some of you know that we operate two companies - the other is our wholesale company where we design and make Father Rabbit products for our stockists like gorgeous diaries (our designer is currently working on 2024 covers!!) and Father Rabbit stationery. We also have a sister brand to Father Rabbit called Lettuce which is much more playful and bold. Under the Lettuce brand is where you’ll find our incredible puzzles. We did some amazing collaborations with the Auckland Art Gallery, Susan Badcock Gallery, Blush Flowers, Ensemble magazine and Juliette Hogan. We launched tea towels with both brands and they have been so popular! We have lots of new designs for this year.

Our staff are based in two locations (plus of course the stores). We have a design studio in Morningside. A big white warehouse where we do our photography and where our buying, marketing and finance teams are. At New Lynn, which is a much bigger warehouse, we run our wholesale arm, our warehouse and online teams. We store lots of stock there and we can even click + collect pickups out there too.

Make sure you have signed up for the recently launched Rabbit Loyalty programme. We really wanted to make sure our loyal customers were getting the jollies! After 13 years in business we have a few lifelong Father Rabbit disciples so it’s great to be able to recognise and reward these customers. 

We are looking at introducing some new brands this year in our homewares department, so I will do a little moodboard for you closer to launch so you can see our winter direction. For 2023 we have really focused on what is core for Father Rabbit, gotten rid of some of the noise. We really looked at what is selling well for us and will make sure we have good stocks of these brands in stores. Brands like Sans Ceuticals, Chloe Zara, Real World, Scent of Home, Fog Linen, Rains and Bellroy products. We are on the hunt for more new unique decorative homewares which I must admit is a slow process but I’m really pleased that we introduced Bonnie and Neil. It feels fresh and new but has a nostalgic feel which I love. If you have any recommendations of things you have seen overseas, let me know!!

If you want to see some great behind the scenes homes, jump on over to our journal. You can see the homes of Jaimie Webster Haines, Beck Wadworth, Grace Chapman- Smith, some of our staff and plenty of other beautiful homes.

I wanted to extend our love and prayers to those that have been affected by the floods and weather events in the North Island. It’s been a tough few years and then this really tops it off, it’s really not fair at all.

Please keep in touch with your thoughts via Instagram DM and chatting to our lovely store staff. We would love to hear more from what you want from Father Rabbit. After 13 years in business I don’t want to get complacent with what our customers want from our old mate Father Rabbit : )

X Clauds

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