After a hugely successful debut season, The Christmas Collective, New Zealand’s immersive festive pop-up, is now inviting passionate Kiwis to bring the magic to their own communities through a seasonal retail partnership in 2025. Known for transforming temporary spaces into magical wonderlands, the brand is opening limited opportunities for people who want to be part of something joyful, community-driven, and commercially rewarding.
“This isn’t just a shop. It’s an experience that brings people together,” said Craig Wells, Chief Operating Officer of The Christmas Collective. “In our first year, the most common thing we heard was: ‘I wish you were in my town.’ That kind of response told us we’d built
something worth expanding.”
Backed by a National Retail Chain – and a Love for Christmas
The Christmas Collective is proudly supported by one of New Zealand’s most successful
national retail chains. With that backing, partners benefit from trusted systems, supply chain support, and experienced retail guidance — all delivered with a distinctly festive flair. The brand was co-created by Craig Wells, an experienced retail leader with a passion for visual merchandising, store operations, and the joy that comes with the holiday season.
Craig Wells, Chief Operating Officer of The Christmas Collective.
“There’s something timeless about the joy, nostalgia and connection Christmas brings,” Craig said. “That’s the heart of The Christmas Collective, and we’ve built a business around celebrating that feeling.” A Seasonal Business That’s Built for Flexibility. The model is simple but effective: high-impact, short-term stores that operate for just 12–16 weeks in the lead-up to Christmas — with shared profits and full support from head office.
This seasonal format is ideal for entrepreneurs, small business owners, or anyone who wants to be part of something magical without the year-round commitment of traditional retail. Unlike a franchise, there are no ongoing fees or permanent leases. The Christmas Collective works with each partner to shape store layout, stock, and operations based on location and potential. “We’re looking for people who love retail, love people, and love Christmas,” Craig said.
The Christmas Collective
“Whether you’ve run businesses before or are dreaming of doing something meaningful for your town — this is a very special opportunity.”
A Holiday Experience That Builds Loyalty
What sets The Christmas Collective apart is the experience itself. Stores are beautifully themed, filled with nostalgic décor, glowing lights, and thoughtful product ranges that turn shopping into a festive tradition. Each location is encouraged to build connections with the community through:
- Santa’s Grottos
Charity donation trees
In-store performances and local events
The Christmas Collective
The Christmas Collective is also powered by a national marketing engine, including:
- Social and influencer campaigns
- PR and seasonal media exposure
- The popular “12 Deals and 12 Activities of Christmas” calendar
- Partners are supported every step of the way, with:
- Visual merchandising templates
- Stock planning support
- Promotional materials and launch guidance
- Staff training resources
“We don’t hand you a manual and walk away,” Craig said. “We walk alongside you — from your first order to opening night.”
The Christmas Collective
Limited Partnership Opportunities Available
With strong interest already coming in, the team is prioritising high-traffic areas and regions not yet home to a Christmas Collective store.
“This is such an exciting time to come on board,” Craig said. “We’ve captured something really special — a brand built on joy, community spirit, and celebration. Now we’re inviting others to help us share that magic across the country.”
Expressions of interest for the 2025 season are now open. To learn more or apply, email: [email protected]
