WORDS & IMAGES BY ANNIE STUDHOLME
The oldest family-owned apparel store in Australasia, Sparrows Ltd, was established by Scottish-trained tailor William Sparrow in 1887. William arrived in New Zealand at 20, initially working for the New Zealand Clothing Company in Dunedin before opening the Ashburton branch in 1877. William managed the branch until starting his own business with his brother, who later sold his shares to William’s son, W.J (William John).
Sparrows eventually ended up in W.J.’s hands; subsequently, his five sons bought their father out. Having started working in the shop when he finished school, Cip (Clifford) ended up with 100 per cent of Sparrow Brothers. Later, his son Euan joined him in the business.
Today, Euan still maintains an interest in the business, but the day-to-day running lies with Richard Wilson and his partner Jolene Laxton, who bought into the company in 2008. Initially employed by Cip, Richard has been with the Sparrows team for over forty years and is the heart and soul of the business.
“That sense of history is still a huge part of the business, and it always will be. It’s something we take great pride in,” says Richard. “Sparrows is still a family-owned business with the same old family values. We know the bulk of our customers by name. I now serve customers who are third-generation showing just how long I have been in this job. It also shows the loyalty of our rural community. We’ve worked hard to maintain it, and it’s been a key focus of the business since the beginning. It’s two-fold - they support us, and we support them.”
Sparrows’ ability to keep changing to meet customer needs has seen it survive the stresses and strains of trading for 137 years, encompassing wars, depression, farming downturns, the global financial crisis and COVID-19. “We must keep evolving; if we stand still, we’ll die. The challenge is to keep bringing the next generation into the store,” says Richard.
Sparrows has built a reputation for being the go-to for special occasions, quality casual gear, Rembrandt suit hire, and wedding gear. Through word of mouth, they’ve also started doing corporate wear with no company too big or too small. Richard does a lot of weddings, offering a full tailoring service. “It’s a strong part of our business and something we pride ourselves on. We can fit all shapes and sizes,” he says.
While Sparrows stocks a wide range of international brands, it is a big supporter of well-known Kiwi brands, including Caroline Sills, Icebreaker, Untouched World, Silverdale knitwear and NZ Sock Co. It’s expanded its shoe offering to include Slatters, McKinlay, Skechers, Lacoste, Merrell and Wild Rhino.
Iconic footwear and clothing brand RM Williams remains one of Sparrows’ biggest sellers, including stocking a massive range of boots, but recently, they’ve added modern Australian lifestyle brand Country Road and quality men’s clothing brand Rodd & Gunn to their line-up as the lifestyle market continues to strengthen.
“Part of it is about giving our customers a reason to stay in town and not have to go to Christchurch. They’re brands that suit our classic customers, and we look forward to growing them,” says Richard. They’re all brands that compliment each other and work well together, Jolene adds.
Sparrows is grateful for the continued community support. Though changes are imminent, Richard wants to reassure customers that the business remains 100 per cent committed to its East Street location. “A vibrant town needs a vibrant town centre, and that’s what Ashburton needs to have, and we want to be part of that. When we get a new shop, and we will at some time, it will be here,” he says.
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