Activewear brand LSKD pushes into New Zealand with its biggest store yet opening in Auckland

Queensland-based activewear brand LSKD has opened its largest store yet following a push into the New Zealand market as the company looks to capitalise on $10 million in sales it generates online from Kiwi customers.

Founded and led by 2021 Gold Coast Young Entrepreneur of the Year Jason Daniel, LSKD has chosen Auckland for its first retail presence in New Zealand with the store’s debut on the weekend attracting a line of more than 700 customers ahead of the doors swinging open.

Daniel says the response highlights the brand’s growing popularity in the New Zealand market, which is LSKD’s second international territory following a launch into the US last year with a store in San Diego.

The former pure-play online retailer now has a network of 17 physical stores internationally in just under three years since opening its first retail outlet at its global headquarters in Loganholme south of Brisbane.

Daniel, who founded the business in 2007 as wholesale operation Loose Kid Industries working as a teenager from his mother’s bedroom, says the move to New Zealand builds on a personal connection with the country.

"My father was born and raised in Wellington, and much of my extended family still lives here,” he says.

“New Zealand has always felt like a second home to me. We’re incredibly thrilled to bring LSKD to this vibrant, active community and to see Kiwis experience our brand in a whole new way."

LSKD derives its moniker from “loose kid”, which was Daniel’s nickname as an avid BMX freestyle and Motocross rider.

After initially selling T-shirts and stickers trackside, LSKD has since transformed to become a global activewear brand offering a “streetwear aesthetic”, with total sales last financial year topping $100 million.

Daniel has ambitions to boost total sales to more than $1 billion from LSKD’s growing retail footprint in Australia, the US and New Zealand.

The LSKD business began expanding rapidly since 2018 through its engagement with the fitness community and professional athletes, a move that has played a critical role in driving brand loyalty.

Daniel says LSKD has already made significant inroads into New Zealand via its online store, achieving sales of $10 million to Kiwi customers.

"We know there’s demand here, and opening a physical store gives people the chance to touch, feel, and try on the apparel, something online can’t fully replicate,” he says.

“Retail is rebounding in New Zealand, and we’re stoked to be part of that recovery."

LSKD is targeting 10 more stores for New Zealand next year, starting with Auckland, Christchurch, and Mount Maunganui.

The new Takapuna store in Auckland has hired locally and the brand is embedding itself within New Zealand’s active lifestyle and athletic culture, partnering with athletes across various disciplines and working on expanding these partnerships.

"The business this year has been growing well," says Daniel, who is currently scoping out potential sites for new stores in New Zealand.

Daniel notes that the US operations have increased by 110 per cent over the past year, although from a low base.

Rather than expanding its store network in the US, LSKD is looking to build brand awareness via teams based in San Diego, California, and Austin in Texas.

"A lot of our growth in the US is coming through e-commerce sales," says Daniel. "We'll continue targeting our own backyard in Australia and New Zealand while growing our brand through-e-commerce in the US."