27 Mar 2026
SABEN's New Ponsonby Road Flagship Is Here - And It's Everything You'd Expect
There are openings, and then there are homecomings. For SABEN, the launch of its new flagship store at 97 Ponsonby Road, Auckland, is unquestionably the latter.
Ten Years on Ponsonby Road
SABEN has had a presence on Ponsonby Road since 2016, when its first standalone store opened its doors. Ten years on, it is one of Ponsonby Road’s most recognisable names, having fostered a loyal relationship with the local community. It is the neighbourhood that has watched SABEN grow - and one where the brand has always felt at home.
That the brand’s first office was run out of founder Roanne Jacobson’s own Ponsonby home is no coincidence - this area has been woven into the fabric of SABEN from the very beginning.
The new store occupies a coveted corner position at 97 Ponsonby Road, set within a beautifully preserved heritage building. It is SABEN’s flagship store - a space conceived from the ground up to be a true home for the brand and its community on one of New Zealand’s most iconic shopping streets.
Designed by Wonder: A Space Built with Intention
To bring the flagship to life, SABEN partnered with Wonder Group, the Auckland-based interior design and architecture studio known for creating spaces with intentionality. The collaboration was a natural fit - Wonder's approach to design mirrors the same philosophy that runs through every SABEN piece: nothing is accidental, everything earns its place.
The result is a calm, welcoming interior that encourages you to slow down. A hand-made tiled centre cabinet anchors the space. Bespoke wood finishes add warmth and texture. Gold brass hooks line the walls in a nod to the walk-in wardrobe that once belonged to Roanne's grandmother - Sarah Saben, the woman the brand is named for.
LUCKY THING by SABEN: The Exclusive AALTO Pink
Perhaps the most distinctive detail in the new flagship is the colour of its walls. The interior is painted entirely in LUCKY THING by SABEN - a bespoke shade created in collaboration with AALTO, the New Zealand-made paint company renowned for its high-quality, multi-pigmented paints.
Dusky Rose has long been woven through SABEN's visual identity - a hue that signals warmth and femininity. LUCKY THING translates that identity into the architecture of the store itself. It is a colour that feels unmistakably SABEN: soft but confident, familiar but entirely its own.
The collaboration with AALTO speaks to a broader ethos at the heart of this flagship - every element has been chosen with care, and where possible, made in New Zealand.
Come and see it for yourself
The SABEN Ponsonby Road flagship is now open. Come in, take your time, and see the new flagship for yourself. We can’t wait to welcome you.
Store Details:
Address: 97 Ponsonby Road, Ponsonby, Auckland
Hours: Mon–Sat 10am–5pm· Sun 10am–4pm
Designed by Wonder Group, painted in an exclusive AALTO dusty rose paint, and rooted in a decade of Ponsonby Road history - SABEN's new flagship is now open.
