ICONIC NEW AUCKLAND PARTNERSHIP

Brings Together Retail and Sport for Shoppers and Fans 

After three decades as the leader in outlet shopping in New Zealand, Dress Smart Auckland is breaking new ground in 2025 by exclusively partnering with the Blues rugby team. The collaboration will span three Super Rugby Competition seasons, from the start of 2025 to the end of the 2027 season. 

As the official retail shopping centre partner of the Blues, Dress Smart Auckland will back one of New Zealand’s premier rugby teams by offering unique opportunities and exclusive benefits to Dress Smart shoppers and the Blues' large and loyal fanbase. 

Lauri Solecki, Centre Manager of Dress Smart Auckland, says, "We are incredibly excited to partner with the Blues rugby team, the current Super Rugby Pacific titleholder. There is common ground between our organisations – we are both founded within a year of each other in the mid-90s and have become part of the fabric of Auckland and many family and community stories.  

 “We are eager to offer our support to another iconic Auckland brand by backing the Blues, and we wish the team well as they head into a new season following a stunning 2024 performance. We believe in giving back to the community that supports us, and we always aim to create memorable experiences for our shoppers. We’re looking forward to a successful partnership that everyone who loves Dress Smart and the Blues will have a chance to participate in and enjoy.” 

The Blues remain a supremely popular team, with an average of 19,000 fans at home fixtures and, in the 2024 broadcast data, reaching 7.83 million cumulative viewers and 460,000 average viewers per game. The club’s social media has one million followers. As part of the partnership, Dress Smart branding will feature at Blues home games and in stadium promotions. 

Andrew Hore, Blues CEO, says, “We love partnering with brands who share similar values and are part of the fabric of the Blues region much like Dress Smart. I know our players enjoy getting out in our community and meeting fans so to have ‘meet and greet’ opportunities woven into this partnership make it mutually beneficial for the Blues, Dress Smart and most importantly our fans.” 

 In addition to supporting the team on the field, Dress Smart Auckland is committed to engaging with the local community. As part of this partnership, the centre will be hosting community events and initiatives, including exclusive meet-and-greet sessions with Blues players, with more details to be announced in due course. 

The Blues open their 2025 season against the Chiefs at Eden Park on Saturday 15 February. To celebrate the new partnership the Blues are offering 20% off tickets to the game. The deal is limited to the first 500 people, so to secure yours and ‘Pack the Park’ on 15 February, simply use the code DRESSSMART20 at the checkout. Visit https://blues.flicket.co.nz/.  

About Dress Smart Auckland 

Dress Smart Auckland is the first and future of outlet shopping in New Zealand. Opening way back in 1995, we introduced outlet shopping to New Zealand. We’ve been part of the fabric of Auckland’s community ever since, and, like many of our customers, we’re proud to be local, loyal, and New Zealand-born and -bred. 

Shopping at Dress Smart is an Auckland tradition, with our consistent showcasing of the very best local and international iconic brands you know and love. Think extra – for less. 

We began as just 20 brands, and we’ve grown to more than 100. Now, our sights are firmly set on the future: Redefining what you want outlet shopping to look like. 

Our future is focused on the best: The best brands, the best dining options, the best value, the best of outlet shopping. 

While things are changing, one thing will always stay the same – our commitment to our connection with our customers. We love welcoming you in to visit us and coming out into the community to see you too. Because, like you, we believe that life is what you make it, and we’re committed to living our best life. Whether it’s an evening on the town or a 6am exercise class, Dress Smart’s got you covered. Whether it’s helping you to find the latest pair of kicks or to kick off your community event – everything we do around here is with you in mind. 

Iconic brands. Outlets prices. You do you, with us.