Vanessa Morrell Acquires Iconic Lily Whyte Store in Howick Village

Ownership of the celebrated retail shop, Lily Whyte – Fine Lingerie and Gifts, has officially transferred to local entrepreneur Vanessa Morrell. Located in Picton Street, Howick Village, this store has been a staple for high-quality women’s clothing and exceptional customer service. Morrell, who has lived in east Auckland for 20 years, intends to uphold the business’s long-standing reputation while enhancing its offerings.

Morrell expresses her enthusiasm for continuing the store’s tradition, stating, “I intend to carry on the tradition. We’re not closing and not going anywhere.” The acquisition comes at a time when the store is well-regarded for supplying beautiful lingerie and an extensive selection of gifts. When visiting the shop, one can find a wide array of quality products, reinforcing its status as a beloved local destination.

A notable feature of Lily Whyte is its specialized bra fitting service, which attracts customers from a broad demographic. Morrell emphasizes that women of all ages benefit from professional fittings tailored to their unique shapes and styles. “When a customer comes in, they get a proper bra fitting from a specialist,” she explains. The shop’s collection includes premium and luxury items, with many elegant silk garments, such as sleepwear that are not commonly found in larger retail outlets.

Morrell is committed to sourcing products from across the globe, predominantly from Europe and Asia, while prioritizing quality New Zealand-made items whenever possible. This dedication to quality and variety has helped Lily Whyte maintain a loyal customer base over the years.

In addition to lingerie, the store offers an attractive range of feminine gifts, appealing to a diverse clientele. Morrell encourages younger women to explore the offerings, emphasizing that the store’s merchandise is designed for “all age groups.”

As Morrell steps into her new role, she aims to preserve the charm of Lily Whyte while infusing it with her vision for growth. Her commitment to customer satisfaction and quality products sets a strong foundation for the store’s future in Howick Village.