Tauranga-based fashion label Repertoire has never known the boom times yet the company has grown from a single store on Devonport Rd to six stores around the North Island in six years.
Despite the recession, the company had grown by a third over the past two years and was set to expand into the South Island with a new store opening in Christchurch next month.
The growth of the Christchurch market made it "the obvious place to go" and it would be a mistake not to be there, director Debi Bowker said.
Unlike other fashion stores which have tried, and in many cases failed, to ride out the downturn, Repertoire was going from strength to strength, she said.
"I think we haven't known any better, we haven't known the cash and wrap times, we've only known the tough times and we've got used to it and that's our reality."
The Repertoire group's turnover has grown 32 per cent in the past two years and had been boosted this year by the opening of a new store in Palmerston North.
Staff numbers have grown from 29 to 45 over the same period, and another four or five will soon be employed in Christchurch.
Manufacturing in New Zealand has been one of the company's secrets to success, Mrs Bowker said.
"We are New Zealand designed and made right here in the Bay. Our garments are sewn by artisans who complete the whole garment - instead of pieces as happens in overseas countries - which entitles us to say the Repertoire clothes fall under the 'hand crafted' classification'.
"Manufacturing our own label, we've been able to adjust. Like this year was a particularly long summer and we were able to cut back on some of the winter pieces that weren't needed, so we can adjust whereas other companies that are buying labels get stuck with what they've got, so there's a lot of flexibility there."
Repertoire's three directors spent a year planning the business before it launched, and always expected that it would grow to its current size and beyond, Mrs Bowker said.
"In the early days we were top heavy but we had the systems in place ready to grow, so it made it a bit easier [later on]."
In addition to Mrs Bowker, who is responsible for staff management and marketing, Repertoire is run by fellow directors Lee Kleiman and Meghan Maher.
Ms Kleiman designs the Repertoire clothing and is in charge of the creative look of the stores, while Mrs Bowker's daughter Meghan buys the other labels and trains the staff in styling techniques.
Repertoire was in the process of revamping its online store to become a more prominent part of the business, Mrs Bowker said.
While numerous retailers had moved out of central Tauranga, and many of those remaining complain about decreasing numbers of customers, Mrs Bowker said she had just renewed the lease on her Devonport Rd store and was happy to remain in the CBD.