When Wilson & Dorset prepared to open their first Ōtautahi Christchurch store in Te Matatiki Toi Ora The Arts Centre, they came to Brown Bread for a launch approach that felt true to who they are: confident, collaborative, and refreshingly unstuffy. With established stores in Wānaka, Arrowtown, and Bowral – and a loyal online community – Christchurch was a chance to connect with a new neighbourhood. We began with a strategic plan grounded in a simple goal: do a few things exceptionally well. That meant honing their strongest stories – New Zealand sheepskin, craft and provenance, inclusive employment, and quietly confident female leadership – and shaping high-impact activations, PR angles, like-minded partnerships, and social-led ideas designed specifically for this place.

From PR to social storytelling to intimate in-person events, we delivered the key elements of the rollout, securing national attention (including a front-page feature in The Press) and launching W&D In The Wild – a social campaign turning wider Canterbury into a backdrop for Wilson & Dorset products, which quickly became a standout success. Through it all, our mahi helped Wilson & Dorset show up in Ōtautahi with clarity, energy, and heart – laying the groundwork for a long-term presence in the city and future expansion beyond it.