Helwick Holdings Ltd (HHL) director Sharron Ryan, of Otatara, said she was not a "greedy landlord".
"If that is how we're perceived, then I feel very disappointed. That is not who we are."
Ms Ryan is one of four directors who have shares in HHL.
The others are Philip Ryan, also of Otatara, Leslie Keeper and Marina Mathews, both of Kelvin Heights, Queenstown.
HHL owns or part owns several buildings in Helwick St, Wanaka's main shopping area.
Ms Ryan's comments came in response to claims from some of her tenants - published in yesterday's Otago Daily Times - that rent rises in the resort were unreasonable.
The Wanaka Chamber of Commerce has also joined the debate about "contentious" rates on Helwick St and the combined effects high rents and the economic downturn were having on local businesses.
"It's obviously a tough time for many businesses out there at the moment. Landlords should probably think long and hard about rent increases, because it's not in their interests to have empty premises," chamber of commerce president Leigh Stock said.
Helwick St retailer Steve Worley, who operates the Yes Photo and Digital store, said rent rises were unfair and affecting his business.
His most recent rent rise of 26% was locked in last year and came after what he claimed was a "totally unreasonable" recommendation from Wanaka valuation company Central Property based on Queenstown retail space prices.
Collier Queenstown property valuer Geoff McElrea said retail space rents in Queenstown's CBD cost between $800 and $1400 per sq m.
Mr Worley said average retail rents in Wanaka's CBD were about $400.
Ms Ryan said she had instructed Central Property to negotiate a "fair and reasonable" rental increase with all of HHL's tenants.
She acknowledged the economic downturn meant the market had changed since Mr Worley's rent review, but these factors were outside her control and "impact on everyone".
HHL was a business which, like her tenants, was profit-driven.
It was also subject to outside financial pressures, mortgages and commercial interests, she said.
The company's buildings were well located, new, modern, and had large street frontages.
Operating costs continued to rise "despite the recession".
At a glance
Lakes district average commercial rents. -
> Queenstown CBD: $1100 per sq m
> Arrowtown $550 per sq m
> Remarkables Park $550 per sq m
> Wanaka CBD $400 per sq m
Source: Colliers property valuers, Queenstown.
