We’re thrilled to introduce you to Amy Chapman, the woman behind Chapman Store — our exclusive stockist in Dunedin. With a true love of fashion, a deep connection to customers, and a shared passion for supporting NZ-made and natural fibres like wool, Amy brings thoughtful style to everything she does. We sat down with her to chat about her retail journey, her style and her approach to building lasting customer relationships.
Can you share a bit about how Chapman Store began and what inspired you to open your own space?
I began my journey in fashion at 17 and bought my first store at 21. Over the years, my style and perspective have naturally evolved—and Chapman is the result of that growth. It represents where I am now.
Has your approach to retail changed over the years? What's remained constant?
Over the years, I've learned so much about the industry and the responsibility that comes with it, and that's definitely shaped the way I buy. What hasn't changed is the value we place on relationships. The connection we have with our staff, our brands, and our clients has always been at the core of what we do.
How would you describe your personal style, and how does it influence what you bring into the store?
My style is very simple. I really just love a good pair of jeans and a knit. If you looked in my wardrobe, you'd find around 20 knits, 10 pairs of jeans, and 15 shirts... not much else! I've always believed in wearing what you love and feel good in.
You're known for having a beautiful rapport with customers—what do you think creates a meaningful retail experience today?
I think shopping should be fun. We want our clients to leave feeling like they've had a great experience—and hopefully found something they love. We're incredibly grateful for the support of our local regulars. They've been with us from the beginning, and their loyalty means the world to us.
Why is supporting New Zealand-made brands and using natural fibres like wool important to you?
New Zealand is a small place, and we're constantly hearing about store closures and brands moving their manufacturing offshore. In some cases, it's understandable—producing locally just isn't viable. But when it comes to knitwear, we really stand by what's made here. The quality of New Zealand-made knitwear is exceptional, and we feel lucky that there are still a few facilities left producing it. It's something we're proud to support.
Chapman is the exclusive New Zealand Perriam stockist.
You can find Amy and Chapman Store at 332 George Street, Dunedin and online here.
Follow Chapman on Instagram @chapman_store