Underlena

Shopping at Underlena is not your traditional retail experience. It’s open for two days a week as a walk-in shop. Pop in, browse the racks, and get to know the products. For two days, the shop is open by appointment only. Customers can come in for a private fitting, either by themselves or with friends, and find their perfect style and fit in a relaxed environment.

Lingerie is a highly personal and intimate product to shop for. Owner Maxine Kelly wants to take away the pressure and stress that this can often invoke. Appointments allow her to find out what customers are looking for and what suits their bodies. It means every piece is comfortable, fits perfectly, and makes the wearer feel beautiful.

Quality over quantity is Maxine’s guiding ethos. As something worn daily, she believes lingerie should be long-lasting. While also offering the wearer longevity, quality pieces reduce their impact on the planet. Underlena also offers a thoughtful selection of hair and skincare that echoes this sustainability focus. 

Underlena is a concept store and home to a selection of local and international independent brands. Maxine hand-picks every brand she sells. The store is the exclusive New Zealand stockist for many of them. Every brand offers minimal, sensual, and well-made products. The result is a selection of beautiful pieces that bring joy and comfort to everyday items.

The shop is a former gallery, with plenty of wall space and light that allows the products to shine. Maxine has included thoughtful design touches and comfortable spaces to sit and chat about what you’re looking for. Shopping here is an experience that is as beautiful as the garments.