How They Built It: Kat Tua From Manaaki Trading
How They Built It is a series of conversations with retail founders, restaurateurs, hoteliers, and business owners about what it really takes to open a physical space—the design process of your first storefront, your next restaurant, your dream boutique hotel. We talk about the leap from concept to concrete, the messy middle of bringing a brand to life, and how interior design shapes that transition from online to in-person.
The first in this series is Kat Tua, founder of MANAAKI. MANAAKI is a menswear destination based in Aotearoa, grounded in Māori values, celebrating Māori art, storytelling and culture through clothing. Studio Sio’s collaboration on the design for Manaaki’s first flagship store in Matakana was a real career highlight, both because the MANAAAKI brand was so rich to draw from and turn into interior design, and because Kat was so wonderful to work with. We’re so proud of the space we created together.
You can visit MANAAKI’s new flagship store at 7 Sharp Road, in Matakana, Auckland, or visit online at www.manaakitrading.com.
Vision & Readiness
How did you know you were ready to open a physical store—and what made you want to create a space people could actually step into?
To be honest, I didn’t feel fully ready — I just knew I needed another income stream where I could earn the full margin on my products. The biggest challenge wasn’t opening the store itself, but committing to being there full-time and figuring out whether I could manage it alone. Once I worked through the logistics, the opportunity to grow my income outweighed the hesitation, so I took the leap.
What were you hoping a physical space would communicate that online storefronts couldn’t?
I didn't really think too much about all of that — I just knew I could create a beautiful store and offer great service. I started working in retail at 15 and spent years in designer and luxury sales until I was 23, so I understood what makes a store special. It wasn’t until the fit-out was complete and people began stepping inside — admiring the clothing, soaking up the atmosphere — that it really hit me: ah, yes, this is what it’s all about. That full sensory experience — the kind you simply can’t recreate online.
How did you write your brief to explain to an interior designer what you wanted?
I’m actually really good at doing briefs! I truly believe that if you’re not happy with the outcome of a project, it often comes down to how well you communicated your vision. My brand was already well-defined — the DNA was set — so my role was to share that clearly with Shanta. I sent her store references, window examples, moodboard images, my own art, inspiration from Aotearoa’s landscapes, and Māori design elements — she had plenty to draw from. I also trusted her creative lens; I’d seen her work and knew she’d bring her own interpretation, which added real value. When you collaborate with someone, it’s about striking that balance — communicating clearly while also leaning back and trusting them to do what they do best.
Choosing the Right Space
Why did you choose to open your flagship in Aotearoa, and what do you think makes New Zealand an interesting place for retail right now?
I think it just made sense — being a Māori brand — to open the first store here in Aotearoa. One of the (many) reasons I came home after living in Australia for over a decade was that it didn’t quite feel right having a Māori brand based in Sydney. It was fine, but I struggled to feel any real connection with the Māori or Indigenous community there. Bringing the brand home was about more than geography — it was about grounding MANAAKI in its roots and connecting with the community I wanted to build around it. There’s a Māori proverb that sums it up best:
He aha te mea nui o te ao? He tangata, he tangata, he tangata!
What is the most important thing in the world? It is the people, it is the people, it is the people!
What made you choose the Matakana location, and what were you looking for in a site?
I didn’t choose Matakana straight away — my mind defaulted to the more predictable route: opening in one of Auckland’s upmarket designer districts. But after circling various shopping strips, it quickly became exhausting — and honestly, uninspiring. I’ve always trusted my gut, and it was telling me none of those places were right. They were either completely out of my league financially, or when I thought about my customer — he/they would rarely set foot on Ponsonby Road or a Westfield.
The experience made me question what landlords in these areas are really offering retailers today. For all the high rent you pay — and the sheer amount of product you’d need to move — you’re still responsible for your own marketing, your own customer service, and for driving a lot of foot traffic yourself. It feels naïve to think you can simply open in one of these areas, in this climate, and expect success. So I retreated back home, reassessed, and realised I needed a space with strong foot traffic — but it didn’t have to be in the city. When the spot in Matakana came up, my gut instantly said, this is it.
What do you think business owners should consider before signing a lease or choosing a space?
It’s really dependent on each business and their individual needs. One tip is to get everything in writing. I’m surprised at how many people are still making promises verbally these days! Talk to other retailers (owners and shop staff) in your intended location, are they happy? Are they busy? Do they complain immediately if you bring up the landlord or are they positive? Don't ignore red flags if they show up.
Did the interior design process change how you thought about your business?
Not really, I think it just complimented my businesses through and through and created a stronger brand identity and presence with my physical store.
Working with an interior Designer
What made you decide to bring in an interior designer instead of doing it yourself?
The thought of taking on one more thing — when my head was already full with the demands of running a business and being a single parent — felt like burnout waiting to happen. I probably could have managed the fit-out myself, but it wouldn’t have turned out as well, and it would’ve taken ten times longer, been far more stressful (and expensive), and pulled me away from what I do best. Something else would have suffered — most likely the quality of my own work. At some point, you have to recognise the value of your time and what’s worth outsourcing. Hiring an interior designer was one of the best decisions I made — the store is so much better for it.
How did our design collaboration shape the way the store functions day to day so far?
I think the store really captures the essence of my brand — it has all the aesthetic elements I envisioned. But what’s been especially impressive is the functionality, which is all thanks to Shanta. The layout, the way the shelving is positioned to make the space feel larger, even using the central table as the POS — those clever details made such a difference. They’re things I never would’ve thought of myself.
Were there any moments where interior design solved a problem you hadn’t anticipated?
Yes all of the above! Mostly the use of space, my shop is pretty small but somehow it feels bigger and the space is no longer an issue.
What advice would you give to someone trying to choose the right designer for their brand?
I think it’s pretty simple — go with who you genuinely like. Start by looking at their work and style, and make sure it resonates with you. Just as important is how well you connect — can you communicate openly? Do they really listen to what you want and offer thoughtful feedback in return? It’s like any partnership — whether it’s with an interior designer or anyone else in business — mutual understanding and good communication are key.
Design as Strategy
How does good interior design affect sales, customer experience, or how long people stay in the store?
After working in fashion and retail for over two decades, I know a good retail is about the full customer experience. Interior design plays a huge role in that — creating a space people actually want to spend time in and come back to.
It’s not just about the product; it’s about how the product is displayed, how the space flows, and how it feels. When shelving is cluttered or placement is off, it makes selling harder. But when everything — from layout to signage to colour — works together, it creates a space that feels considered, calm, and inviting. And when people enjoy being in your store, they stay longer, connect more deeply with your brand, and are far more likely to buy.
What’s one interior design detail that ended up being more important than you expected?
We used the paint colour Muna from Aalto’s Toi Māori palette. I liked it straight away, but as the store started coming together, it just felt more and more fitting for the brand. It has this nostalgic, retro Aotearoa vibe — that soft duck-egg tone against the light wood. Funny thing is, I didn’t plan it, but I’ve actually used similar shades throughout nearly all my collections — so it feels like a bit of a fated coincidence. Now, it’s become one of our key brand colours moving forward, which makes total sense. I knew other brands had signature paint colours that became part of their identity (such as ‘Prada Green’), I kind of forgot about that when designing mine — but luckily Shanta was onto it, and I’m so glad it worked out that way.
What do you think people misunderstand most about what interior designers actually do for retail?
I think a lot of people see interior designers as just another expense to “make the shop look nice,” but when you find someone who truly understands retail, it can be a total game changer. It’s not just about looks — it’s about creating an inviting space people want to come back to, and designing with flow and function in mind. When a store’s layout works well, it not only saves money but also makes life easier for staff — which naturally improves the overall customer experience.
Budget & Process
What parts of the fit-out were worth investing in, and where do you think could people save?
That’s a tough one, because honestly, I think everything we invested in has been worth it! We weren’t overly elaborate with the fit-out — it was definitely done on a bit of a shoestring. If I could’ve, I would’ve loved to invest more in signage and a few finishing details. But to be honest, we made incredible use of the space we have, and it’s all felt like a win.
Did you view interior design as an expense or an investment?
Investment for sure.
What surprised you most about the build or renovation process?
I was really blown away by how knowledgeable Shanta was — especially when it came to the construction and painting side of things. It was a bit overwhelming at times for me know how it was going to come together, but her expertise was incredible and she sorted it all out.
Is there anything you might want to say to business owners who are not sure if they can afford a physical retail outlet (and afford an interior designer!)?
Try to think outside the box — that’s what I did. Money is always a hard reality, but it really comes down to prioritising what matters most for your business. Opening a store doesn’t have to mean setting up in an expensive part of town. For me, having a great interior designer was non-negotiable because the customer experience is such a big part of my brand. By keeping overheads lower, I was able to create the kind of store I truly wanted.
After Opening
How has the design of the space shaped how customers engage with the brand now that it’s open?
It’s been great! People always comment on the store and are really excited to have something like this in their area. The space is small and intimate, so the conversation barrier breaks almost as soon as they walk in. There’s a nice flow — customers can move easily around the middle table, and there’s just enough room that it never feels crowded.
How do you see the store, and future stores evolving over time—does the design allow for that flexibility?
The design concept is something we can replicate across all future MANAAKI stores — using the same paint colour and reworked vintage elements, for example, to create a consistent brand feel. That’s part of the investment — creating something we can apply across all aspects of the brand and future stores.
If someone’s on the fence about investing in design for their store, what would you say to them?
Just go for it, if you get the right person you will not regret it.