Meet Sophie Preen: Redefining Local Retail

Miss Timaru has been part of Timaru’s retail landscape since 1960 and today, third-generation owner Sophie Preen is carrying that legacy forward in her own way. She’s grown the business beyond bricks and mortar, building a much-loved brand that connects with women across the country, all from the heart of Timaru.

Sophie grew up in the store, spending every school holiday behind the counter. After a stint in Melbourne working in retail design and project management, she returned home to take over the family business. “It’s in my blood,” she says. “And let’s be honest, what girl doesn’t love fashion?”

Returning to Timaru was also about lifestyle. “It’s the perfect place to raise a family. The beach, the mountains, the community, it’s all here.” That deep connection to Timaru is reflected in her commitment to the town’s central business district. “Our flagship store has been part of the fabric of Timaru’s CBD since 1960. We recently renovated and invested in the space because we believe in the heart of the CBD. We want to help keep it vibrant and show that regional centres can support thriving, dynamic retail.”

That love of connection runs through everything she does at Preen (and its sister brands, Miss Timaru and Hello Cyril). “We stock a range of New Zealand and Australian brands in sizes 8–22, and we offer honest, relatable styling advice – whether it’s in-store, on social media, or through our live videos,” Sophie says. “It’s all about personal connection.” She’s proud of how the business has grown, especially online. “When people come up to us and say they feel like they know us from our videos and socials, that’s the best. It means we’re doing something right.”

The journey hasn’t been without its challenges. “Managing a big team of women? That’s been a learning curve for sure and yes, I’m still learning!”

But her focus hasn’t changed: creating a retail experience that keeps people coming back. “People want more than just stuff. They want connection, help to create their look, and they want it to feel real. That’s why we use everyday models and reshoot so many of our photos ourselves, it’s more relatable.”

Her advice to anyone starting a retail business? “Back yourself but know your customer better than anyone. Don’t try to be everything to everyone. Make sure there’s a market, and don’t forget, business isn’t a hobby. It’s a way of life.”

When she’s not working, Sophie’s spending time with her family, enjoying a cheeky Long White, playing tennis, or getting inspired through travel. Her favourite local spots? Saikou and The Oxford.

In an ever-changing retail landscape, Sophie Preen is redefining local retail by blending personal connection and service both in-store and online. By keeping things real, offering genuine advice, staying creative, and staying closely connected to her customers, she’s built a business that’s thriving and truly relatable.