Inside Retail: How would you describe Superette to someone who’s not familiar with the business? Rickie Dee: Superette is a retail concept created by myself and my business partner James Rigden almost 19 years ago. We started off with a small industrial space on Drake Street in Freemans Bay [in Auckland, New Zealand] where we sold pieces we had collected from around the world. We’ve since grown to encompass nine stores including online, and whilst it’s definitely grown enormously
