Deluxe No.1 opened a new retail outlet in central Suva today, signalling the company’s faith in steady local demand for essential, value-priced goods despite mounting economic pressures. The store, located at Yatu Lau Arcade, launches with a focus on affordable footwear for men, women and children and places particular emphasis on expanding plus-size options—a segment the director says has been underserved in Fiji’s footwear market.
Director Deepak Parmar said the decision to open the Suva branch was driven by long-standing customer loyalty and a belief that footwear remains a consistent household necessity even as families tighten budgets. “We see a real gap in accessible, stylish plus-size footwear,” Parmar said, explaining the store’s product mix is designed to deliver inclusivity, variety and affordability across all size ranges.
The official opening on May 24, 2026, came after a planning period marked by the same global supply chain pressures affecting many retailers: rising freight costs, shipping delays and higher operational expenses. Parmar acknowledged these challenges but said the company navigated them through close coordination with suppliers, strategic planning and disciplined stock control to secure inventory and keep prices competitive.
Deluxe No.1’s launch also generated immediate local employment, with the company creating three new jobs tied to the store’s operations. While modest, the new positions add to a pattern of small-scale retail hiring as businesses adjust to shifting consumer priorities by focusing on essentials and value-oriented offerings.
The Suva opening underscores a broader trend in Fiji’s retail sector where investors are increasingly channeling resources into outlets that supply everyday goods and appeal to cost-conscious shoppers. Retailers have been retooling assortments and customer service models to emphasise value and reliability as households become more selective with spending.
Parmar said Deluxe No.1 will concentrate on delivering a reliable shopping experience and value-driven products to attract and retain customers amid tightening household budgets. The Yatu Lau Arcade store will be the company’s frontline effort in Suva to test product acceptance and pricing strategies in an urban market before considering further expansion.
As the new store settles into operations, its performance will be one of several indicators of how demand for essential retail items holds up in Fiji amid global economic uncertainty. For now, Deluxe No.1’s opening represents both a targeted response to a perceived market gap—particularly in plus-size footwear—and a vote of confidence in continued local consumer demand.