Crane Brothers to grow High St flagship, expand store into Ruby site

Crane said a key focus will be showcasing more of its own product in a “confident, coherent way”, alongside a small number of international brands that align closely with its approach to quality and longevity.

This includes brands such as Fortela and Christian Kimber, where there is strong resonance with the business’ customers and how it dresses them.

Crane said he was also using the opportunity to grow other categories that continue to perform, particularly footwear and knitwear.

“Both have expanded in depth and relevance over recent years, and the new layout allows them to be treated as proper categories rather than supporting elements.

“Importantly, the expanded store will continue to house our core disciplines. Tailored menswear remains central to the business, as does our special-occasion offering including black tie, wedding attire and formalwear. The intent is to give these areas the space, service environment and clarity they require.”

Alongside the store’s expansion, Crane Brothers is relocating its tailoring workroom into a new purpose-designed space nearby on High St, Crane highlighting the location’s natural light.

Crane said with the added space at the new expanded store, it doesn’t need as much off-site storage where the tailors will be moving.

He said construction would take place over the coming months, and the expanded High St store was scheduled to open shortly after Easter.

Crane has continued to invest in Auckland’s CBD after a spate of business closures and concerns over growing homelessness.

Last year department store Smith & Caugheys closed after 145 years in business blaming competition, economic uncertainty and reduced foot traffic.

Crane claimed at the time that inadequately trained staff and poor service contributed to the demise of the iconic Queen St department store.

He recently wrote and published a piece on his LinkedIn profile arguing that Auckland “needs people who believe in it enough to look after it“.

“I have spent most of my working life in this city, and I have watched it absorb more criticism than care. The problems are real enough: cracked pavements, overflowing bins, dead plants left standing, temporary road cones that become permanent fixtures,” Crane wrote.

“When enough people decide a place is not worth their time, attention or investment, the place responds accordingly. Not because it is broken, but because it is neglected.”

Crane argued that cynicism is not honesty, and that it makes it harder for the council, business owners and residents to build the confidence required to improve it.

But he believed the key to solving the city’s issues is a challenge worth overcoming.

“What is missing is not potential. It is consistency. And consistency begins with attitude. When confidence, care and long-term thinking are applied, progress follows. Belief alone is not enough, but without it, nothing improves.

“We have stayed engaged with the city because we believe in what it can be, and that engagement has been repaid... Auckland is a lovely city. It deserves people who will look after it.”

Tom Raynel is a multimedia business journalist for the Herald, covering small business, retail and tourism.