Our History

Our name says it all! Since 1948, we've been putting shoes on feet.

Our HistoryOur History

We're proud to be a New Zealand based, family-owned and operated footwear retailer with a rich history in craftsmanship and design. It’s fair to say we’ve been through quite a journey. King Country Shoes, Shoetown, Overland and now Merchant 1948 - sound familiar?

One Step At Time

  • 1948
  • 1965
  • 1999
  • 2007
  • 2012
  • 2014
  • 2015
  • 2021


King Country Shoes

Where it all began! Just 3 small stores located in the King Country region of New Zealand

Kings Country ShoesKings Country Shoes



The family affair continued as our first rebrand saw Shoetown become New Zealand's biggest discount shoe store.



Introducing Overland Footwear

We opened our first store in Westfield Newmarket! The iconic, household name for quality shoes Kiwi's knew and loved.

Introducing OverlandIntroducing Overland


Deuce Sneakers was born

Look no further for fashion-forward. comfortable sneakers designed right here in our home, New Zealand.

Deuce Sneakers is bornDeuce Sneakers is born


Across the ditch 

Hello Australia! We opened 5 stores in Melbourne.


Young Hearts Project

We launched our own charity! A portion from every full-price pair of Deuce sold is donated to our charity partners that support & empower NZ youth.

The Young Hearts ProjectThe Young Hearts Project


Introducing Merchant 1948

Our jump across the ditch paved the way for a fresh start. Merchant 1948, a name that draws on our rich history and family heritage.

Introducing Merchant 1948Introducing Merchant 1948


Right now!

We've raised over $1.6 million for the Young Hearts Project! We have 30 stores across New Zealand & Australia. Carefully curated, quality footwear, bags and accessories for women & men.

Right now!Right now!