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Newmarket is an Auckland suburb to the south-east of the central business district. With its high building density, especially of retail shops, it is considered New Zealand's premier retailing area, and a rival of local competitor Auckland CBD. It is also considered the fashion capital of New Zealand.
While as early as 1873, Newmarket has been referred to as a 'suburb' of Auckland, in fact until the amalgamation of the borough councils into Auckland City Council in 1989, local governance was by the Newmarket Borough Council, with its own Mayor. The borough, while one of the smallest in the Auckland Region, was also one of the busiest. This is especially true of Broadway, the main street, which has large shopping centres and smaller retail tenancies (with a total of over 400 stores as of mid-2010), two movie theatres, and numerous restaurants, bars and cafés.