BUILT BY RETAIL, FOR RETAIL

Retail runs in our blood. You see it in every decision, every delivery, every detail. We exist to help our brands grow and our retailers win. Strong sell-through. Confident buying. Happy stores. That’s how we define success.

I grew up in fashion’s engine room. Retail wasn’t a role I stepped into, it was the environment I learned in. From working the shop floor to stock management, buying, hiring, importing, and everything that happens behind the scenes, I’ve spent over 35 years inside retail. I understand the detail because retail is detail. The timing, the margins, the instinct, the responsibility that comes with choosing what earns space on the rack.

That foundation runs through multiple generations, starting with Quinns in Merivale. It then continued to evolve as I built DYRBERG/KERN across New Zealand. Retail and wholesale grew side by side, never in isolation. Three standalone concept stores. More than sixty stockists nationwide. Seasonal campaigns, new product launches, in-store training, and full product-to-market delivery. I’ve lived the challenges from every angle and understand what it takes to make a product perform once it lands in store.

17 Brands is a wholesale business built through a retail lens. One that understands buying pressure, margins, timing, and performance. Built for stores that care deeply about what they put on their floor and how it sells once it’s there.

Our focus is Scandinavian and European labels chosen for both design and commercial strength. Cool and commercial always need to coexist. Pricing that stacks up. Fits that sell. Fabrication that lasts. Delivery timing that supports retail conditions. Because beautiful product only matters when it moves.

Denmark sits on the opposite side of the world from New Zealand, yet the connection feels instinctive. A shared appreciation for quality, restraint, and exceptional design. Copenhagen has been a second classroom, with more than twenty visits spent sourcing brands, meeting suppliers, building relationships, and learning how great product is made and sold. We love bringing Copenhagen to Christchurch, introducing cool, commercial fashion to the New Zealand market in a way that makes sense locally.

The showroom is where shops shop, away from the floor and into a space with room to think. It’s intentionally calm, designed for conversation as much as buying. We talk product, range, and strategy. I listen first, then suggest what will help you grow.

What makes this different from a traditional rep model is the investment beyond the order. I’m focused on you selling out, not just buying in. That means sharing the tools, insight, and experience that help make retail work. Business guidance, marketing support, and practical advice shaped by decades inside the industry. You do what you do best. I’ll support you with everything I’ve learned to help make it easier, stronger, and more successful.

At its core, 17 Brands exists to support retailers and build strong brands.
– Juliet