Annah Stretton | About Us | NZ Fashion Designer

About Us

It started with a dare. To prove to my father that it was easier to move from a right brain to a left brain career, I embarked on an accountancy degree. To help apply all the theory, I also started working for an accountancy firm who just happened to have a fashion client. That connection was to become the beginning of my fashion career and the end of my accountancy career.

My fashion business officially kicked off on 14th April 1992. At the time I was 30 years of age, married to a Waikato-based dairy farmer, with two small children. Not exactly the scenario you would expect from a fashion designer! However, what I lacked in the ‘glamour stakes’, I more than made up for in self-belief, my absolute love for business and my art background and accountancy skills.

I don’t know how I could’ve possibly ended up in anything other than fashion and mum’s business. It’s been around me my entire life and so it kind of feels like home.

I think I’ve worked in every part of the business; from button counting when I was very small to retail roles in high school. The fact that I know the business inside out is something that I think mum really loves and values.

When I finished my marketing and communications degree, my fate was well and truly sealed. Fashion was always going to be my career and the family business was always going to be where I ended up.

Succession is Real

As with most who enter the business of fashion in New Zealand, their businesses are borne out of high levels passion and capability, with very little thought given to the eventual exit or possibility of succession, and Annah was no different to a lot of her industry peers . Although she had a daughter, Sami, who was active within the industry, Sami wanted to take time to explore all the options open to her and complete her OE adventures before she made her final decision to settle in NZ, and eventually take the reins of the Annah Stretton brand. After a few false starts in the business, a marketing degree and an extensive portfolio of international travel under her belt, Sami finally expressed interest in permanently joining her mother to ensure that the Annah Stretton label was able to advance its succession. Arriving home in 2017 they quickly established their working framework, with a focus on and an allocation of tasks best suited to each of them.

They initially dabbled with creating younger more generic collections to assist broaden the range of customer connection to the brand. However, they eventually ended up back in the space that the Annah Stretton brand had become best known for, fabulously floral, dramatically coloured and highly coveted by women 50 years and over.

In 2020, they conceived Olive's Kitchen together, a pioneering animal wellness brand, with a strong emphasis on complementary medicine, and a focus on maintaining the health and well-being of beloved pets. Olives Kitchen is dedicated to offering innovative natural solutions to keep the animal community happy and thriving.

The future looks bright .. literally.

Today, in 2024, the Stretton story exemplifies an intergenerational platform of business and care. Annah’s mother, Vicki, at 85 years old, remains actively involved in the daily administrative functions of Stretton Clothing. Tony, Annah’s husband of 27 years, manages the freight and logistics side of the business, overseeing a bustling warehouse at their Morrinsville head office, where online sales now generate up to 50% of the turnover.

The family's legacy continues with the arrival of Sami’s first baby, River, in 2023. River has joined the Stretton journey under the watchful eyes of the intergenerational clan and many long-term team members. Family plays a significant role in the business, which thrives on the positive and collaborative leadership agenda driven by Annah. This agenda ensures that all voices are heard and contributions are valued in the ever-changing trading environment.

The Stretton brand, under Annah's leadership, has become a beacon of intergenerational collaboration. Each family member brings their unique strengths to the table, ensuring the business's continued growth and success. Annah’s vision and dedication have fostered a culture where family and business seamlessly intertwine, creating a supportive and dynamic workplace.

This intergenerational impact is not just about continuity but also about innovation and resilience. The combined experience and fresh perspectives of different generations enable the Stretton brand to adapt and thrive in the competitive fashion industry. Annah's commitment to inclusive leadership and family values has built a strong foundation for future generations to carry forward.

In this thriving, family-centric environment, the Stretton brand stands as a testament to the power of intergenerational collaboration, ensuring its legacy for years to come. The future is bright, with the Stretton family leading the way, demonstrating that when family and business unite, they create something truly special.

COVID-19 was a catalyst for significant change at Stretton Clothing. While acknowledging that the pandemic period was created challenges and upheaval for many, it was also a time of innovation and dramatic growth for Stretton. With a booming mask business and a large team at the head office to support it, Annah Stretton turned to online platforms to rethink her business offerings.

Homeware and accessories had always been a minor part of the Annah Stretton product mix, never a primary focus. It was Angela, Annah’s Christchurch store manager, who encouraged her to explore these products further. She suggested the possibility of branded merchandise featuring the beloved floral prints Annah was known for. With more time on her hands and a desire to engage her artistic background, Annah began experimenting.

The items she chose were often generic, always affordable, and highly useful—tea towels, wash bags, shopping bags, and more. Once customised with her signature floral prints, these items became highly coveted and big business. Today, in 2024, accessories and homeware make up 40% of Stretton's revenue.

Annah’s creative vision and the team’s dedication turned a challenging period into a fruitful one, transforming Stretton Clothing into a brand that not only survived the pandemic but thrived by diversifying its product range and capitalising on Annah’s unique artistic flair.

COVID-19 and the Business of Masks

When COVID-19 put New Zealand and the rest of the world into lockdown, the Annah Stretton brand faced significant challenges. Struggling to reinvent itself and with cash reserves dwindling, the future appeared uncertain. However, the pandemic unexpectedly shifted the focus from business performance to team wellness.

A pivotal moment came when Maria English (daughter of Bill English) reached out, asking if Stretton Clothing could produce 6,000 fabric masks for a charity supporting the elderly and disabled. Recognizing the opportunity, Annah Stretton agreed, leveraging the fabric and elastics available at their Morrinsville head office. Designer Ali also presented a well-fitting face mask design, perfectly suited for the emerging need. Overnight, Stretton Clothing pivoted into the face mask business.

A timely Facebook post featuring the head office team wearing masks and practising social distancing resonated widely. This post marked the beginning of a crucial pivot for the brand. COVID-19 inadvertently provided the opportunity for Stretton Clothing to reinvent itself as a leader in mask production, standing out as one of the first fashion companies to produce masks quickly and affordably in large quantities.

When Auckland went into lockdown again in August 2020, and the Prime Minister advised everyone to "mask up," demand surged. The situation became so intense that Sami had to convince Annah to temporarily disable their website to manage the influx of online orders. Initially relying on local fabric supplies, the company soon transitioned production offshore to China due to overwhelming demand. Trusted relationships facilitated a seamless transition, allowing masks to be flown in within 7 to 10 days.

As fabric masks lost favour, Annah swiftly negotiated with suppliers for the highly sought-after KN95 and KF94 masks. Just before the Chinese New Year holiday in early 2021, she secured a bulk shipment of these new masks, keeping up with demand and maintaining the flow of orders.

This surge in mask orders also boosted brand awareness and cash reserves. COVID-19 forced a shift to online purchases, broadening Stretton's customer base and creating new business opportunities. The need for face masks introduced many to the Annah Stretton label, creating a perfect marketing storm.

Unable to travel, Annah began designing unique prints, amplifying the drama, flowers, and colours of their fabrics. This newfound creative freedom, combined with fast turnarounds from trusted Chinese factories, allowed Stretton Clothing to emerge from "struggle street" and transform into the best version of itself.

Stretton Clothing has been involved in charitable endeavors since its inception in 1992. As a successful business, Annah Stretton was keen to pay it forward and sought to align with charitable initiatives that were important to her customers. In 2013, wanting to be more specific and targeted in her contributions and ensure that money was directed to those most in need, she established the Stretton Foundation.

A chance meeting with Roni Albert, the CEO of Waikato Women’s Refuge, changed the focus of Stretton Clothing's social endeavors. Annah agreed to support the Refuge by assisting with their governance structure and events. She found herself immersed in a world of Maoridom and pain. Recognizing that the Refuge model was rooted in crisis care, she began conceptualising a change model, RAW (Reclaim Another Woman), with her sister Rebecca, who had 25 years of experience in mental health. This model focused on assisting marginalised women in positively self-determining their futures.

RAW became particularly well-suited to New Zealand women's prisons, where they connected with a diverse group of women who were open to the idea of change, despite it being a significant deviation from their criminal norms. Today, RAW has supported over 90 women and is recognised as one of Corrections' most successful out-of-gate organizations for high and complex recidivist wahine.

To further support this mahi, Annah completed her Master's in Social Policy and Māori and Indigenous Studies at Waikato University. This has helped RAW to reframe its objectives, prioritising the voices of the incarcerated to offer solutions for successful reintegration.

Facing into an exciting future

Annah

I feel incredibly blessed to get to work with my daughter every day in a space that brings so much joy. The fact that Sami is as passionate about the business that I have grown and nurtured over the last 30 years is priceless to me.

The events of 2020 have created so much opportunity and permission to reignite the brand and rethink our entire fashion business model. It really feels like we are in start-up mode again and I’m loving it!

I can honestly say that I’m in my happy place and looking forward to many more years of designing gorgeous clothes for all women, working alongside an incredibly capable and loyal team, and supporting the growth of my beautiful daughter Sami.

Sami

Just like mum, I want to reinvigorate the brand in a way that embraces everything our existing customers love about the brand while bringing in a whole generation of new ones.

2020 has taught me so much about the need to constantly evolve and adapt a business. And while nothing can or should ever remain the same, there are some things that will always be important to me and the brand like continuing to produce clothes with heart and helping all women to feel AMAZING no matter whether they are going to that super-duper event or just the mad dash around the supermarket.

Trending Now

Popular Products

About Us

For Annah

For Sami

Succession is Real

The Stretton Story: An Intergenerational Legacy

The Stretton Story: Expanding into Accessories and Homeware

COVID-19 and the Business of Masks

The RAW Impact

Facing into an exciting future

Shop the look

Choose Options

HAVE QUESTIONS?

Back In Stock Notification

Before you leave...

BEST SELLERS

Trending Now

Popular Products