Milne & Choyce

Step back in time and immerse yourself in the rich history of Milne & Choyce, one of Auckland's most beloved department stores. This iconic establishment, which began as a humble drapery, has woven itself into the fabric of New Zealand's retail history. From its early days on Wyndham Street to its grand presence on Queen Street, Milne & Choyce has been a beacon of style, innovation, and community spirit.

The Origins of Milne & Choyce

In 1867, two enterprising sisters, Mary Jane and Charlotte Milne, took over a modest drapery shop in Auckland. With a stock valued at just £281, they relaunched the business as M & C Milne. Their venture quickly gained popularity, prompting a move to a larger space on Queen Street in 1874. This location would soon become synonymous with quality and elegance.

The store's name changed to Milne & Choyce in 1876 after Charlotte married Henry Choyce, who took over her interest in the company. Despite a fire that same year, which destroyed much of their stock, the resilient store quickly bounced back, continuing to attract customers with its fashionable offerings.

A Landmark in Fashion

Milne & Choyce was more than just a department store; it was a trendsetter. In 1887, amidst a national depression, the store hosted one of Auckland's first spring fashion parades. This bold move showcased their commitment to style and innovation, setting the stage for future fashion events in the city.

By 1901, the company had gone public, solidifying its place in Auckland's commercial landscape. The store moved to a new location on Queen Street in 1908, and by 1923, it had expanded into a magnificent nine-floor building, complete with state-of-the-art amenities like fire alarms and a private telephone exchange.

Expansion and Innovation

Milne & Choyce didn't stop at Auckland. In 1959, they opened a store in Palmerston North, followed by a branch in Takapuna in 1960. Their innovative spirit continued with the opening of LynnMall in 1963, New Zealand's first shopping centre, where they were one of the anchor stores.

Their largest suburban store opened in Remuera in 1965, featuring a delightful coffee bar overlooking Hobson Bay and a self-service food hall. This location became a favorite for locals, offering a unique shopping experience with its three floors and rooftop carpark.

The Changing Times

In 1973, the store was acquired by Fletcher, marking the beginning of a new chapter. The flagship store moved to the Downtown Shopping Centre in 1975 and rebranded as Milnes. However, by 1976, the Haywrights department store chain had taken over, rebranding all stores and eventually closing the flagship location in 1979.

Despite these changes, the legacy of Milne & Choyce lived on. In 1987, the brand was revived as Milnes of Remuera, focusing on select departments to enhance the shopping experience. Although this venture was short-lived, closing in the late 1990s, the impact of Milne & Choyce on Auckland's retail scene remains undeniable.

A Legacy of Elegance

Milne & Choyce was more than just a store; it was a community hub, a place where fashion and innovation thrived. Its history is a testament to the resilience and creativity of its founders and the generations that followed. The iconic building on Queen Street, with its elegant façade, stands as a reminder of a bygone era of retail splendor.

Whether you’re a history enthusiast or a fashion aficionado, the story of Milne & Choyce offers a fascinating glimpse into Auckland's past. As you stroll through the bustling streets of the city today, imagine the vibrant scenes of shoppers and fashionistas who once graced the floors of this legendary department store.

In conclusion, Milne & Choyce was not just a place to shop; it was a cornerstone of Auckland's cultural and commercial life. Its legacy continues to inspire, reminding us of a time when elegance and innovation walked hand in hand.