Flo and Frankie Napier: NZ Fashion & Homeware Boutique Guide

A bright, welcoming space has appeared among the boutique storefronts on Emerson Street in Napier. This is Flo & Frankie, the New Zealand fashion and homeware brand that brought its signature blend of women’s fashion, accessories, and home décor to Hawke’s Bay in 2023. What started as a single Auckland shop over a decade ago has grown into a 20-store nationwide chain, and the Napier location brings something special to the region.

Stores in New Zealand: 20 · Product Categories: Women’s fashion, homeware, gifting · Key Location: Napier at 205 Emerson Street · Social Presence: 89k+ Facebook likes · Opening Hours: 9am-5pm Mon-Sat

Who are Flo and Frankie?

Flo & Frankie was founded in September 2013 by Chrissy Conyngham and her three fashion-conscious daughters, with Ruby Conyngham named as one of the co-founders. The brand was inspired by an Amalfi Coast trip, with the founders seeking to create a space for “chic, fun, affordable fashion and homeware.” The first flagship store opened in Newmarket, Auckland, marking the beginning of what would become a nationwide retail phenomenon.

Background and origins

The Conyngham family’s entrepreneurial journey began with a simple vision: to bring together carefully curated fashion and homeware under one roof. According to Flo & Frankie’s official story, Chrissy started the business with her daughters, creating a brand built on creativity and craftsmanship. The name itself reflects the familial nature of the business, with “Flo” potentially referencing one family member and “Frankie” adding a touch of contemporary flair.

Key figures

Chrissy Conyngham serves as the founder and driving force behind the brand, with her daughters actively involved in the business operations. Ruby Conyngham has been publicly identified as a co-founder, though the names of the other two daughters remain less prominent in public communications. The brand’s legal entity, FLO & FRANKIE LIMITED, holds copyright protection for garments designed in-house, which are protected under New Zealand copyright law.

Where are Flo and Frankie Napier from?

Flo & Frankie is a New Zealand brand through and through, with its roots firmly planted in Auckland before expanding nationwide. The Napier boutique represents the brand’s presence in Hawke’s Bay, one of New Zealand’s distinct regions known for its Art Deco architecture and wine country. The Napier store at 205 Emerson Street is positioned between Sai Restaurant and Taking Shape, making it a notable addition to the local retail landscape.

Napier location details

The Napier boutique opened after months of preparation in the Hawke’s Bay region, with the Flo & Frankie team announcing “Our doors are officially open in the gorgeous region of Napier, Hawke’s Bay!” The store is located at 205 Emerson Street, Napier South, 4110, with the phone number +6468336346. Operating hours are Monday through Saturday from 9am to 5pm, with Sunday hours from 10am to 4pm. The Napier contact email is napier@floandfrankie.com.

The implication for regional shoppers is that Hawke’s Bay residents no longer need to travel to Auckland or Wellington to access the curated selection that Flo & Frankie offers.

Expansion across NZ

From that single Newmarket beginning, Flo & Frankie has grown to encompass 20 stores across New Zealand. The brand’s store network spans from Auckland—which has the highest concentration with 10+ locations including Albany, Milford, Ponsonby, Commercial Bay, Newmarket, Sylvia Park, Botany, Flo’s Home Newmarket, Onehunga Dress Smart outlet, and Manawa Bay outlet—to regions throughout the country including Waikato (Hamilton Centre Place), Bay of Plenty (Mount Maunganui at Bayfair Shopping Centre), Hawke’s Bay (Napier), Wellington (Queensgate and Wellington Central), Nelson/Marlborough (Nelson at Trafalgar and Bridge Street corner), Canterbury (Merivale and Christchurch Central), and Otago (Queenstown and Dunedin).

What this means is that Napier’s store represents one of several regional outposts for a brand that began exclusively in Auckland, signaling a deliberate strategy to reach beyond the main centers.

Is Flo and Frankie a NZ brand?

Flo & Frankie is definitively a New Zealand brand, with its founding story, operations, and expansion all centered on NZ soil. While the brand has gained popularity among Australian shoppers—leading to the establishment of an Australian online store—the physical retail presence remains exclusively in New Zealand. The brand is EMA member and participates in local business communities throughout the country.

New Zealand origins

The brand’s New Zealand identity is central to its narrative, with the founders drawing inspiration from travel while building a distinctly Kiwi retail experience. Flo & Frankie supports both local and international communities, with the Flo Gives Back program donating 15% of sales from certain products to vulnerable women in Nepal. The brand’s in-house designed garments are protected by New Zealand copyright law, and the company maintains its headquarters and store network within New Zealand.

Australian popularity

Despite the lack of physical stores in Australia, the brand has developed a loyal following across the Tasman. The Australian website confirms the same founding story as the New Zealand version, with the business launching its online store for Australian customers. This cross-Tasman appeal speaks to the brand’s ability to capture a certain aesthetic sensibility that resonates with shoppers in both markets.

The catch for Australian shoppers is that they can access the brand only online, while New Zealand customers benefit from both physical boutiques and the same digital storefront.

What kind of store is Flo & Frankie?

Flo & Frankie is a women’s fashion and homeware boutique that curates contemporary local and global fashion and lifestyle brands. The Napier store alone features over 200 brands of fashion, homeware, and accessories, offering customers a diverse shopping experience. The brand positions itself at the intersection of fashion and lifestyle, recognizing that many customers want their living spaces to reflect the same aesthetic sensibility they seek in their clothing.

Products offered

The store’s product range spans several categories designed to appeal to style-conscious consumers. Women’s fashion forms the core offering, with apparel options described as suitable for all body types and ages. Beyond clothing, the store stocks accessories, homeware items, and gifting products. This multi-category approach means customers can find coordinated pieces for both their wardrobe and their homes in a single shopping trip.

Shopping experience

Customer reviews of the Napier location highlight the friendly staff and the wide range of clothing options available. One Wanderlog reviewer described the store as an “incredible store with top-notch service,” noting the variety of styles and the helpfulness of the team. The boutique atmosphere, combined with the carefully curated product selection, creates a shopping experience that differentiates Flo & Frankie from larger retail chains.

The pattern here suggests that Napier’s boutique benefits from the personalized service that independent retailers often deliver better than chains—a key differentiator as retail competition intensifies.

Who owns Flo and Frankie, NZ?

Flo & Frankie is owned and operated by the Conyngham family, with Chrissy Conyngham as the founder and her three daughters as founding partners. The business is registered as FLO & FRANKIE LIMITED, which serves as the legal entity holding intellectual property rights for the brand’s in-house designs. This family-owned structure has remained consistent since the brand’s founding in 2013.

Ownership details

The ownership structure reflects the brand’s origins as a family business venture. Chrissy Conyngham’s role as founder gives her primary ownership, while her daughters—including Ruby Conyngham as explicitly named co-founder—maintain involvement in the business. This family connection is woven into the brand’s identity, from its name to its founding narrative, creating an authentic story that resonates with customers who value supporting family-owned businesses.

Business snapshot

With 20 stores across New Zealand and operations extending to Australia through an online store, Flo & Frankie represents a significant success story in the Kiwi retail sector. The brand’s expansion from a single boutique to a nationwide chain over approximately a decade demonstrates both market demand for its curated approach and effective business scaling. The company maintains membership in the Employers and Manufacturers Association (EMA), indicating participation in the formal business community.

The implication is that the Conyngham family’s decade-long investment has paid off with both critical acclaim and commercial viability—a relatively rare outcome in New Zealand’s competitive retail environment.

The store profile below summarizes key attributes for shoppers planning a visit:

I started Flo & Frankie with my three fashion conscious daughters in September 2013.

Chrissy Conyngham, Founder (Flo & Frankie)

Our doors are officially open in the gorgeous region of Napier, Hawke’s Bay!

Flo & Frankie Team (Flo & Frankie Blog)

Napier shoppers exploring boutiques like Flo and Frankie will find complementary styles at the Number One Shoes Napier outlet inside Farmers Department Store.

Frequently asked questions

The bigger picture

Flo & Frankie represents a notable success in New Zealand’s retail sector, demonstrating that a family-founded boutique can scale to 20 locations while maintaining its curated approach. The Napier expansion brings Hawke’s Bay residents access to a shopping experience previously concentrated in larger metropolitan areas. For regional Kiwis, this means fewer reasons to travel for fashion-forward shopping—but it also raises questions about whether the brand will continue spreading beyond the main centers.