Mons Royale

Born beneath the Southern Alps and worn across the world, Mons Royale is coming full circle, back to Aotearoa, where its roots run deep. The Merino performance brand opens the doors to its first North Island store in Britomart, Auckland, welcoming the city into its world of mountains, motion, and natural fibre.

But this isn’t just a shop. It’s bringing the summit to the city, and pays homage to Merino and natural fibres.

Mons has earned a cult status among skiers, snowboarders and mountain bikers around the world. The brand is more popular in Zurich than Auckland, remaining one of New Zealand’s great under-the-radar global success stories. The Britomart store marks the brand’s seventh retail location and a symbolic doubling down on home turf.

“The driving force behind designing the space was to bring nature and energy together – allowing the product and the material to speak for itself.” says Co-Founder and Creative Director, Hannah Acland. "We are Merino wool – but with a different spin” We’re taking this tried-and-true legend and pushing it into fresh territory - making a stand against synthetics and blurring the lines between versatility and performance.”

The Britomart flagship store will also function as a hub for community, culture, and climate. In-store updates and snow reports connects visitors to the slopes of Tūroa, Treble Cone, Whistler and Innsbruck in real-time. It’s a reminder that snow may fall hundreds of kilometres away—but the mountain mindset lives right here.

“This store is more than a retail space-it’s a statement,” adds Hamish Acland, Mons CEO and Co-Founder. “A reminder that New Zealand can lead the world in performance apparel, in sustainability, and in creativity.”

Founded in 2009 in Wanaka, NZ, Mons Royale creates merino performance apparel. Built for snow, bike and alpine missions, Mons merges technical function with bold design - for people who move fast and care deeply. Mons is proudly B Corp certified and a leader in sustainable apparel for action sports.