Top-tier trio
Avenues meets three women behind well-known Merivale Mall stores – and discovers what keeps them inspired.
Merivale Mall has long been one of Christchurch’s premier shopping destinations – known for its curated mix of fashion, footwear, and lifestyle stores. But beyond the polished storefronts are the people who bring these spaces to life.
At the heart of the mall are three businesswomen shaping its retail landscape: Andrea Bailey, co-owner of Andrea Biani; Kate Linden, franchise owner of Stirling Women; and Abbey Dickson, owner of Fashion Society. Each has built a loyal and growing customer base, grounded in a shared commitment to exceptional customer experience.
For Kate Linden, Stirling Women is a thoughtfully curated space designed with women in mind. The store brings together a considered mix of brands, offering choice without feeling overwhelming.
“There is something for all types of women,” she says. “I think it’s nice having a dedicated women’s store… a shop that is for you.”
That sense of intention carries through to the in‑store experience. Kate is passionate about keeping the environment approachable and relaxed.
“We’re very accessible, and the shopping experience is not overwhelming,” she explains. “It’s simple things – plenty of space between the clothing racks and not too loud music.”
Behind the scenes, Kate has also discovered a surprising passion for the numbers side of retail. For Kate, understanding the numbers behind the business is part of ensuring the store continues to meet customers’ expectations.
“I enjoy looking at the stats side of things,” she says. “There’s so much information in there that can help you. It’s how you stay ahead.”
At Andrea Biani, Andrea Bailey brings decades of experience and knowledge to the shop floor. She and her husband Vern purchased the business in 1996, though their connection to footwear stretches back even further.
“We both started selling shoes when we left school and moved through the ranks to be able to manage our own stores… both at the young age of 21! We met in Wellington, and after experiencing the corporate world of shoe retailing, we moved to Christchurch in 1996 and purchased Andrea Biani. It’s just – it’s in our DNA.”
For Andrea, longevity in retail comes down to one enduring principle: the customer.
“It is about identifying their needs and building that relationship… and just understanding where they’re at. That’s why we’re here – to meet their needs and put a bit of sparkle in their day.”
Nearly 30 years on, she continues to evolve alongside the industry, staying attuned to changing trends and expectations.
Across the mall, Abbey Dickson brings a global lens to Fashion Society. With a background in high-end Australian retail, she recognised a gap in the Christchurch market – and set out to fill it.
“I wanted to give customers the opportunity to access brands that they might see on their travels – that they can’t get here. It’s my passion – I live and breathe retail,” she says.
Stocking coveted international labels such as Zadig & Voltaire, Abbey has created a space that feels both elevated and inclusive.
“The main thing I wanted to create was a ‘society’ for women… no matter your age or body shape, we want everyone to walk through the door and feel comfortable.”
Together, these women represent the beating heart of Merivale Mall – where a genuine love of retail continues to shape the way Christchurch shops.