Taking Shape Tower Junction: Plus-Size Store & Brand Values

If you’ve been searching for plus-size fashion in Christchurch that truly fits your shape, Taking Shape at Tower Junction is a name you’ll want to know. With more than 35 years of experience, this New Zealand brand combines a physical store in Addington with a clear commitment to size inclusivity, offering a unique clearance section—the only one on the South Island—alongside its sister brand Virtuelle and ethical values.

Years in business: 35+ ·
Store location: Tower Junction, Addington, Christchurch ·
Size philosophy: Size inclusive ·
Payment options: Afterpay ·
Sister brand: Virtuelle

Six key facts sum up what shoppers need to know about Taking Shape at Tower Junction:

What is taking shape at Tower Junction?

Store location and parking

• Taking Shape is located at Shop 6A2, Tower Junction, Whiteleigh Ave, Addington, Christchurch 8011, right next to Skechers. Plenty of free parking is available on-site.
• The Tower Junction store is the third Taking Shape location in Canterbury and the only one on the South Island with a dedicated clearance section (Shop Tower Junction News, local shopping centre).

History of Taking Shape in New Zealand

• Taking Shape has operated in New Zealand for over 35 years, with store locations spanning Auckland, Chartwell, Dunedin, Milford, Napier, Nelson, Pukekohe, Rotorua, Tower Junction, and Wellington (Taking Shape NZ Sitemap, official site).
• The brand opened the Tower Junction store in July 2020 with a weekend promotion offering 30% off — a sign of its commitment to the Christchurch market (Shop Tower Junction News).

The implication: Taking Shape’s steady expansion across New Zealand — especially into clearance retail in the South Island — signals a long-term bet on in-store plus-size shopping, even as e-commerce grows.

What does Taking Shape sell?

Clothing categories and sizes

• Taking Shape specialises in plus-size women’s clothing, offering sizes 10 through 30 across curve fashion, workwear, casual, active, and occasion wear (Taking Shape NZ, official brand site).
• The brand describes itself as “size inclusive” and designs for a wide range of body types — not just one fit.

Virtuelle brand integration

• Virtuelle is a brand sold through Taking Shape channels, giving customers access to an additional style range with a slightly different aesthetic (Taking Shape NZ, official site).

What this means: Within one store, customers can browse two brands, which helps fill wardrobe gaps for different occasions without visiting multiple shops.

Is Virtuelle a taking shape brand?

Relationship between Taking Shape and Virtuelle

• Virtuelle is a fashion label associated with Taking Shape, available for purchase through Taking Shape’s website and likely its retail stores. The “Shop Virtuelle Clothing Australia – Taking Shape” landing page confirms the direct connection (Taking Shape NZ, official site).

Where to shop Virtuelle in Australia

• Virtuelle is also sold through Taking Shape’s Australian operations. The brand does not have a separate physical store network; Virtuelle products are integrated into Taking Shape’s existing retail and online channels.

The pattern: Treating Virtuelle as a sub-label within Taking Shape allows the company to offer variety without multiplying store footprints — a practical strategy for a mid-market plus-size retailer.

What does “taking shape” mean?

Literal definition

• According to Merriam-Webster, “take shape” means “to assume a definite or distinctive form” (Merriam-Webster, authoritative dictionary).

Usage in fashion context

• In fashion, the phrase is used to describe how clothing is designed or fitted to the body — a fitting name for a label that focuses on shape and size inclusivity.

Why this fits: The brand name itself signals its purpose — helping women find clothing that assumes the right form for their body, not the other way around.

Is Taking Shape an ethical brand?

Size inclusivity values

• Taking Shape’s values page states “Fashion for every body” as a core principle, promoting body positivity and diverse sizing (Taking Shape NZ, official brand site).
• The brand offers free personal styling at its Tower Junction store, reinforcing its commitment to individual fit (Shop Tower Junction Stores Directory).

Sustainability and community

• While Taking Shape does not publish extensive sustainability reports, its long-term presence in New Zealand (35+ years) suggests a stable, community-rooted operation. Free delivery on orders over $100 and a clearance section also encourage mindful consumption.

What to watch: As consumer expectations around ethics grow, Taking Shape may need to publish more detailed impact reports to keep trust with its core audience.

“Fashion for every body.”

— Taking Shape brand statement (Official Taking Shape NZ values)

“Take shape: to assume a definite or distinctive form.”

— Merriam-Webster dictionary (Merriam-Webster definition)

The combination of a high-authority dictionary definition and the brand’s own mission statement underscores the promise — Taking Shape exists to help women find clothing that fits and flatters their unique form.

For Christchurch shoppers looking for dedicated plus-size retail with the backing of a 35-year-old New Zealand brand, the choice is clear: visit Tower Junction for the only South Island clearance section and free personal styling, or browse the full range online with free delivery on orders over $100. The catch is that store hours and promotions remain opaque — so calling ahead or checking the mall directory before visiting is wise.

Frequently asked questions