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An interview with Nisha Jose
Editor’s Note: This interview was developed in collaboration with Niche Show London. LUXYORA retained editorial responsibility for the questions, presentation and final publication, while the views expressed remain those of the interviewee. No payment was received for this editorial feature.
Sophie Preen is a third-generation New Zealand fashion entrepreneur and Director of Preen, the family retail business founded by her grandfather, John Preen, in Timaru in 1960.
After studying retail design in Wellington and spending eight years in Melbourne’s fashion and design scene, Sophie returned to Timaru in 2013 to help lead the business into a new era. Under her direction, Preen has evolved from a traditional regional retailer into a successful omni-channel fashion brand serving customers across New Zealand and Australia.
Today, as Director of Preen, Sophie has played a central role in transforming the business from a traditional bricks-and-mortar retailer into a modern omni-channel fashion brand serving customers across New Zealand and Australia. She has championed digital innovation while preserving the personalised service and strong customer relationships that have long defined the business.
At the heart of Sophie’s approach is a simple philosophy: helping women look and feel great. Through personalised styling, virtual consultations and the inclusive “Preen Sister” community, the brand has built a loyal following among women of different ages, shapes and styles. Its customer-focused approach has also earned national recognition, including being named Online Store of the Year in 2025. Sophie’s story is one of balancing heritage with change, respecting the traditions of a family business while continually adapting to a fast-moving retail landscape.
In this interview, Sophie reflects on leadership, digital transformation, the realities of carrying a multi-generational legacy, and the importance of keeping genuine human connection at the heart of fashion.
My career in Melbourne showed me how large-scale companies run and how many different facets there are to a retail business. I was lucky to work across a range of areas (people, design, contractors, graphics, branding, leasing and more), which gave me a really well-rounded start. I think it’s hugely valuable early in your career to work in a variety of companies and see different ways of doing business. Sometimes it shows you exactly what you don’t want to do, and what kind of leader you want to be.
It’s absolutely key, and it’s been a fabulous way to connect with our customers. They feel like they know me, and they want to be part of the Preen Style Sisters. They love how real we are about fit and sizing. If something runs small, we’ll tell them! Seeing the clothes on a variety of sizes and body shapes (Mumma Preen included) has built us a really loyal fan base.
We have three Preen stores (soon to be four) and two other stores with their own distinct identities. Miss Timaru is where the story began in 1960. Hello Cyril is our newest baby, with its own look, its own website and a more youthful vibe. Together they cover a range of customers and price points. They’re connected by our customer: women who want to feel confident in their clothes and appreciate a little help with styling. The stock can differ quite a bit, but our customer connection and service are consistent across every store.
I was blown away by the three wins. Our core value is “Our community is why we are here”, and they really showed up for us. That tells me we’re doing something right, and it’s wonderful recognition for my amazing team. The Supreme Award was completely unexpected, and it was such a privilege to receive it from such an impressive judging panel.
Feeling good and looking good are so connected. DediKate focuses on core strength and supporting women through life stages like menopause, which is a time when many of our customers’ bodies and confidence are changing. Anything that genuinely helps our customers, we’re all aboard for. Preen has always been about more than clothes. It’s about women supporting women.
I’ve learnt every lesson I possibly could have, and no doubt there are still more to come! But I’ve definitely evolved as the business has grown. I’ve learnt that boundaries are great, and that the behaviour you accept defines your team culture and the kind of leader you are. I’ve also learnt to hire people who are better than me at what they do, and then trust them to do it. It’s taken time to get here, but I feel I’ve really grown in this area, and that comes with experience in the role.
Independent retailers are the heart and soul of a town. They keep it vibrant and give it personality. I’ve invested because I still see a real place for bricks-and-mortar stores working alongside online. We support local charities like Zonta and Temuka Lions, and we give back to the community that supports us year after year. This is where our children are growing up, and where families have shopped with us for generations.
We’re expanding into another town this year, and we’re continuing to grow our online presence. Our new website will hopefully be live before the end of the year. In retail, if you’re not ahead of the curve, you’re behind, so we’re always looking for the next thing. We’ve also started developing our own label, Oddly Polite, and see real growth potential there.
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