Auckland-based gourmet grocer Farro is expanding its footprint in the city, with plans to open its eighth store in Newmarket in . The new location will occupy the former Liquorland site at 480 Broadway, transforming the space into a farmers’ market-style destination, according to company statements.
The expansion signals continued growth for Farro, which currently operates stores in Takapuna, Grey Lynn, Epsom, Mairangi Bay, Mt Eden, Mt Wellington, and Remuera. The Newmarket location has been designed with convenience in mind, boasting 70 carparks and access via three entry points from Broadway and Mahuru Street, as well as direct connections to both the Northern and Southern motorways.
“Newmarket is a fantastic hub for shopping, dining, and entertainment, and we know the ease of being located on Broadway will really appeal to local residents,” said Farro CEO Garth Sutherland. He emphasized that the expansion will also benefit the independent New Zealand artisans and producers that Farro partners with. “Farro has always been about connecting independent New Zealand artisans and hard-to-find ingredients with Auckland foodies, and when Farro grows, so do the opportunities for those producers.”
The Newmarket store will mirror the features found in Farro’s existing locations, offering a curated selection of fresh produce, sustainably sourced seafood, and New Zealand free-farmed meats. An in-house fishmonger and butcher will be key components of the store, providing customers with expertly prepared products. The full range of ready-to-eat meals from the popular Farro Kitchen will also be available.
Beyond the core grocery offerings, the Newmarket location will feature an impressive central deli. This deli will serve barista-made Allpress coffee, matcha, a variety of in-house salads and sandwiches, and sweet treats sourced from nearby patisseries. Farro’s award-winning range of local and imported cheeses and charcuterie will also be prominently featured.
Farro’s business model centers on providing access to a wide network of artisan suppliers. The Newmarket store will showcase goods from over 500 Kiwi and international producers, including well-known names such as Daily Bread, House of Chocolate, Cassia, and Gemmayze Street. This focus on local and specialized products differentiates Farro from larger supermarket chains.
The company intends to enhance the shopping experience with regular specials and its Friends of Farro rewards program, adding value for Newmarket shoppers. Sutherland expressed enthusiasm for joining the Newmarket community. “We’re very much looking forward to opening in Newmarket and sharing the Farro experience with the neighbourhood,” he said. “We can’t wait to welcome customers through the doors and create a space that celebrates both our producers and the community.”
While Farro has not disclosed specific financial details regarding the investment in the Newmarket store, the move represents a significant expansion for the company. The choice of location – a former Liquorland site – suggests a strategic focus on high-traffic areas with existing infrastructure. The 70 carparks are a notable amenity in a densely populated urban area.
The New Zealand supermarket sector is competitive, with established players like Countdown and New World dominating the market. Farro differentiates itself through its emphasis on premium, locally sourced products and a curated shopping experience. The company’s success hinges on its ability to maintain strong relationships with its artisan suppliers and appeal to a consumer base willing to pay a premium for quality and provenance.
The opening of the Newmarket store in will be a key test of Farro’s expansion strategy. The company’s ability to replicate its successful model in a new location will be closely watched by industry observers and competitors alike. The focus on convenience, coupled with the curated product selection, positions Farro to capture a segment of the Newmarket market seeking a more specialized grocery experience.
