Adapt and thrive: Chris Wilkinson’s retail blueprint

Chris Wilkinson from First Retail Group Limited is acting as a commercial liaison between Bridge Street businesses and Nelson City Council for the Bridge To Better project.

Chris Wilkinson’s first business was a huge success in an industry that was disrupted by digital technology, an experience that led to him setting up First Retail Group Limited – a business that helps other businesses evolve and adapt during periods of change. 

“I launched my first 1-hour photo shop when I was 19 and soon built it into a successful chain. We got lucky and caught the eye of large international players in the sector and sold the business model to a supplier that expanded the concept, with his expertise on board, to the US. 

“But as we all know digital camera and smartphones completed disrupted the photo processing market, and it ended up being my first lesson in what businesses need to do to prepare for the future.” 

First Retail Group (FRG) was the product of that early experience and now works with consumer-facing sectors and destinations across Australasia and the Pacific Islands. They have also delivered projects in the US, UK and Dubai. 

“We do a lot of work with Councils and business communities to help adapt to the impacts and benefits of change. In NZ we've worked from Invercargill to Kaitaia - and many places between, on projects to regenerate their city centres. The Queenstown upgrade was an outcome of strategic planning we provided. We’ve also been involved with projects in Dunedin, Lower Hutt and Ōtaki, providing strategy and resilience planning and management. 

Chris says businesses all look for similar things when they are involved in a city upgrade that might prove disruptive. 

“Businesses want accessibility, efficiency, profile and to be among complementary offers and experiences that help attract people to areas - regularly and habitually,” he says. 

“You could describe what we provide as an independently-led, commercial guardianship model – something that is vital in to ensuring businesses are prepared for change and that all can benefit once work is complete. This work starts before the contracts are awarded, and continues throughout the works to ensure the project is as good a neighbour as it can be.” 

Once Bridge To Better is completed, the area will be far more appealing to people. There will be more places for people to spend their time, more green spaces, traffic will be calmed and there will be more opportunities for outdoor dining and entertainment. 

“Improved public spaces encourage people to spend more time in areas, relaxing and better interacting with the retail and hospitality offers around them,” says Chris.  

“With a greater focus by consumers on leisure, these types of businesses increasingly anchor our centres - and help attract retail spend too. People-focused public spaces support these priorities and uses well.” 

Chris is hopeful that his work will help the project avoid some of the pitfalls major construction work in city centres can face. 

“It's important to show businesses, who may have understandable concerns, that there is a strong guardianship approach across the life of the project that will support stakeholder trust and goodwill. 

“Put more simply – we are here to be open, consistent, and supportive.” 

Once complete, Chris says the project will create a precinct that retains and attracts businesses that reflect the values and aspirations of this unique part of New Zealand.  

“Already strong in its cafe and restaurant offer, I would expect Nelson could build an even better visitor experience through improved vibrancy, better demonstration of Bridge Street’s character and provenance and evolving a compelling mix of both retail and hospitality uses - along with amenities and experiences that speak to all age groups and audiences.” 

Finally, Chris says Nelson is by no means alone in transforming its city centre. 

“We've worked on lots of changes in streetspace projects in Wellington such as Dixon Street and Lombard Lane - which are now daily destinations for the First Retail team, while in Queenstown the recently completed Downtown area has made it a much better place to spend time in.  

“Around half our work is overseas, and we're seeing a significant shift toward these types of spaces in areas with similar climates and audiences that Nelson enjoys.” 

Keep track of the Bridge to Better project at shape.nelson.govt.nz/bridge-better