Rebrand Story

Shop On Carroll has held a special place in the hearts of people all around Aotearoa for many years. Whether they’ve browsed through the racks in store or scrolled online, they knew Shop On Carroll as the place for secondhand and vintage treasures, community connection, and most importantly, helping fund the vital social services of Presbyterian Support Otago.

In 2023, we merged our Carroll Street and St Andrew Street stores into one flagship store on Princes Street, giving us bigger space and more possibilities. As our store, community, and purpose have evolved in this new space, we felt it was time for our identity to evolve with us.

In December 2025, we changed our name to OpShopSocial.

However, we’re not just changing our name - we’re reimagining our role in the community.
OpShopSocial reflects who we are today, and the exciting direction we’re moving toward.

Why the Change

Over time, our new space has grown into far more than a charity shop. It has become a lively, inclusive community hub, a place for people seeking connection, creativity, and sustainable shopping. We believe OpShopSocial captures that shift.

It represents the stories behind the clothes, the conversations across the counter, the joy of giving items a new life, and the social magic that has always been part of us.

This rebrand strengthens our purpose by helping people quickly connect the dots between our shop, our mission, and the incredible support PSO provides across Otago. It’s a modern evolution that charges forward with the intention of building deeper relationships, inspiring community wellbeing, and moving beyond retail toward a truly purposeful experience.

We’re stepping confidently into our role as a community leader in sustainable fashion, upcycling, creativity, and storytelling.

OpShopSocial: A New Chapter

OpShopSocial is an inclusive, vibrant space where people can feel comfortable expressing themselves and finding joy within our eclectic walls. Whether through secondhand fashion, hands-on workshops, creative events, or simple everyday moments of human connection, OpShopSocial has something for everyone.

This new chapter, inspired by whanake, to grow, develop, and move forward, is still built on the foundation that defined Shop On Carroll for years. But now, it allows for further growth, deeper connections, and a chance for us all to move forward together.

What We Stand For

Give Where You Live

Every purchase, workshop, and event allows PSO to reinvest directly back into our local community, supporting families, strengthening whānau, and helping Otago thrive.

Shop Secondhand, First

We encourage conscious choices that support both people and the planet. Choosing secondhand first, reusing, and upcycling reshapes our relationship with fashion and reduces waste.

Everyone is Welcome

OpShopSocial is a judgement free, inclusive space grounded in kindness, connection, and creativity. Everyone has a place here.

Creative. Fun. Lively. Uniquely Dunedin.

Vintage, retro, modern, quirky, bold, we have something for everyone. We are proud to be Dunedin’s most lively Op Shop, filled with inspiration, personality, and community spirit.

Our Vision for OpShopSocial

Our vision is bold, intentional, and deeply community focused. We aim to:

  • Become leaders in conscious fashion and sustainable living

  • Build a space where community and creativity truly thrive

  • Strengthen community cohesion across all ages and backgrounds

  • Expand our workshops, events, and educational experiences

  • Deepen our connection with PSO and the families we support

This rebrand is not a departure from our history, it’s an expansion of it. A way to amplify our purpose, elevate our impact, and welcome more people into our vibrant, supportive community.

Welcome to Our New Chapter

The heart of Shop On Carroll remains firmly in place, but now it beats with a new energy.
An identity where community, fashion, creativity, sustainability, and purpose come together.

Welcome to OpShopSocial.

Thanks for being part of something bigger than shopping. Together, we’re walking with people, creating spaces to live, learn, and thrive.

Your Donation Makes a Difference

We rely on community support to deliver vital social services across Otago. By donating, you’re helping provide food, stability, and care to people experiencing hardship. Select an amount below and join us in creating a stronger, more supported community.