What Winc does

Winc (legal entity Winc Australia Pty Limited) is Australia's largest B2B workplace supplies provider, supplying more than 30,000 products across ten categories — office products, cleaning and hygiene, technology, furniture, kitchen, packaging, health and safety, education, art and craft, and print and marketing — to over 100,000 workplaces nationwide. Founded in 1986 and headquartered in Mascot, NSW, the company operates 10 distribution centres across all Australian states and territories and a dedicated fleet of 220+ delivery drivers, enabling next-business-day delivery in metro areas and nationwide coverage. The customer base is bifurcated: enterprise accounts with more than 20 employees receive customised procurement support via field sales and dedicated account managers, while individuals and small businesses (≤20 employees) self-serve through the winc.com.au e-commerce platform. Revenue is generated through a mix of transactional product sales, project-based services (Furniture Solutions, Technology Solutions, Contemporary Workspace Solutions, Print & Marketing Services), and recurring managed services (Managed Print Services with technicians in 12 locations, Vending Solutions, and credit-account financing on 30-day terms).

The technology backbone centres on the winc.com.au e-commerce storefront and the NetXpress B2B ordering platform, which supports order history, stock visibility, approvals workflows, budget controls, and SSO authentication via SAML2 and OAuth2. The Track and Trace tool provides real-time delivery status with signature proof of delivery. Sub-brands — EarthSaver (environmental product classification), Winc Earth (proprietary compatible toner cartridges), and the First Nations Range (with 20% of profits committed to First Nations causes via the Mandura joint venture) — support brand differentiation and ESG positioning. Recent product investment (2025–2026) has added a Budgets/Limits/Approvals tracker, customer-controlled scheduled delivery, and post-checkout order editing, indicating a deliberate strategy to deepen procurement workflow lock-in with enterprise customers rather than to expand into AI-driven capabilities. The company operates without a disclosed parent, public listing, or external funding rounds.

Name

Winc

Legal name

Winc Australia Pty Limited

Website

https://winc.com.au

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Winc is Australia's largest B2B workplace supplies provider, distributing 30,000+ products across ten categories to 100,000+ workplaces via owned logistics, e-commerce, and the NetXpress B2B platform, with added services in furniture, technology, managed print, and workspace fit-outs.

Ownership category

akta.pro rank

Product category

Office Supplies Distribution

NAICS

Office Supplies and Stationery Retailers (45941), Commercial Printing (except Screen and Books) (323111)

SIC

Office Furniture (2520), Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Office Furniture & Workspace Accessories Retail (CRALABAE)

akta.pro secondary industries

Office, Stationery & Craft Supplies DTC (CRAFACAL), Flat-Pack & Modular Furniture Assembly (IKEA, Wayfair, etc.) (HSAGAHAA), Prepress, Plate-Making & Artwork Services (IMALAKAM)

Keywords

• Office supplies
• Office furniture
• Managed print services
• IT procurement
• Cleaning hygiene supplies

Headquarters

HQ city

Mascot

HQ country

Australia

HQ region

Oceania

Offices10 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Workplace Supplies Sales: Core revenue from selling 30,000+ workplace supplies including office products, cleaning & hygiene, technology, furniture, kitchen, packaging, health & safety, education, art & craft, and print & marketing products. Products sourced from world's most trusted brands, ethically sourced and ready to ship. Revenue generated through e-commerce (winc.com.au) and NetXpress B2B platform for business customers.
2. Furniture Solutions: Specialized services for bulk furniture purchases and organization-wide refreshes for commercial or learning environments. Includes complete office fit-outs, assembly services, end of life furniture assessments, and product stewardship programs. Offered as a value-added service alongside product sales.
3. Technology Solutions: IT lifecycle support including asset planning, pre and post-sales support for PC, technology and audio visual requirements, organization-wide tech refreshes, site fit-outs, and e-waste disposal services.
4. Managed Print Services: Comprehensive print solutions including printing hardware sales, support and service, print and user management solutions, electronic content management, scan/capture/workflow solutions, 3D printing, and automated consumables replenishment. Technicians based in 12 locations across Australia with vendor agnostic approach.
5. Print & Marketing Services: Print and marketing material production for campaigns and events, bespoke merchandise, and complete managed warehouse programs. Works with customers to understand brand needs.
6. Contemporary Workspace Solutions: Office fit-out solutions with workspace layout planning, ergonomic furniture, technology integration, and installation. Four workspace zones (Collaboration, Hybrid Meeting Rooms, Communal Areas, Personal Desk Spaces) offered in three pricing tiers (Elite, Premier, Select).
7. Vending Solutions: On-site vending machine solutions for managing storage and demand. Includes secured stock with individual swipe card access, inventory management, stock reporting on 200+ functions, and top-up/delivery services.
8. Credit Account Revenue: Business credit accounts with 30-day payment terms for approved business customers. Interest charged at 1.5% per calendar month on overdue amounts.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Winc is an Australian workplace supplies distributor offering more than 30,000 products across categories including office products, cleaning and hygiene, technology, furniture, kitchen, packaging, health and safety, education, art and craft, and print and marketing. The company combines an e-commerce storefront (winc.com.au) with the NetXpress B2B ordering platform and adds value-added services such as Furniture Solutions, Technology Solutions, Managed Print Services, Print and Marketing Services, Contemporary Workspace Solutions (office fit-outs), and Vending Solutions for enterprise and small business customers across Australia.

Product overview

Winc is a B2B workplace supplies provider offering a platform of over 30,000 products across 10 core categories (Office Products, Cleaning & Hygiene, Technology, Furniture, Kitchen, Packaging, Health & Safety, Education, Art & Craft, Print & Marketing). The offering combines a unified product catalog with specialized service modules including Furniture Solutions, Technology Solutions, Managed Print Services, Print & Marketing Services, Vending Solutions, and Contemporary Workspace Solutions (office fit-out services). The company operates the NetXpress customer portal for online ordering and account management. Sub-brands include First Nations Range (with 20% profit donation commitment) and EarthSaver (sustainable product classification). The portfolio serves both individual/small business accounts and enterprise organizations with 20+ employees, offering solutions tailored to industries including professional services, government, education, healthcare, and aged care.

Differentiator

Problem solved

Functional benefit

Brands

• EarthSaver: Sustainability classification system identifying products that meet environmentally preferable criteria including recycled content, third-party certifications, and rapidly renewable materials.
• Winc Earth
• NetXpress
• Contemporary Workspace Solutions

Products and services

• Workplace Supplies
• Furniture Solutions
• Technology Solutions
• Managed Print Services
• Print and Marketing Services
• Contemporary Workspace Solutions
• Vending Solutions
• Winc Earth Toner Cartridge
• First Nations Range

Quantifiable outcome

• Next business day delivery in metro areas for orders placed before 5pm
• +2 more outcomes

Segments11 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ManduracoreStrategic or Co-development PartnerJoint venture partner through which Winc supports the Clontarf Foundation and Westerman Jilya Institute for Indigenous Mental Health as part of their commitment to First Nations reconciliation and economic advancement of First Nations Peoples.
• Clontarf FoundationminorOthersCharitable organization supported through Winc's joint venture with Mandura as part of the Social Agenda focus on First Nations people support and empowerment.
• Westerman Jilya Institute for Indigenous Mental HealthminorOthersIndigenous mental health organization supported through Winc's joint venture with Mandura as part of the Social Agenda focus on First Nations people support and empowerment.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lyreco: European-headquartered B2B distributor of workplace supplies, office furniture, and PPE with multinational delivery. Closest direct comparable to Winc's B2B workplace supplies distribution and managed services model.
• Nectere: Australian B2B office and workplace supplies distributor offering stationery, furniture, cleaning, and break-room products. Directly competes in the Australian B2B workplace supplies distribution segment with a comparable customer mix.
• COS (Complete Office Supplies): Australian B2B office supplies and workplace solutions provider serving enterprise customers. Closely comparable catalogue, procurement solutions, and customer segment, competing directly with Winc in the Australian B2B market.

Regional players

• Schiavello: Australian office furniture manufacturer and fit-out specialist. Overlaps with Winc's Contemporary Workspace Solutions and Furniture Solutions service lines in the office fit-out and furniture procurement market.
• SPICERS: Australian and Asia-Pacific distributor of office products, paper, janitorial, and packaging supplies to resellers and end customers. Direct competitor in Australian B2B office supplies distribution with overlapping product categories.

Broad incumbents

• Amazon Business: B2B-focused e-commerce marketplace expanding into office supplies and workplace procurement in Australia. Competes with Winc on selection, price, and logistics rather than specialised service, but increasingly encroaches on the SMB and enterprise tail of the market.
• Office Depot / ODP Corporation: US-based workplace solutions distributor and retailer offering office products, furniture, technology, and managed print services. Comparable offering breadth and B2B/enterprise focus, but North American rather than Australian geographic footprint.
• Officeworks: Australian office supplies retail subsidiary of Wesfarmers with the largest retail footprint in the country. Directly overlaps Winc on office products, stationery, furniture, and technology, but serves both consumers and B2B through retail and B2B channels rather than specialising in B2B workplace supplies.
• Staples: Major North American office supplies retailer and B2B distributor (owned by Sycamore Partners) offering similar product breadth and managed print/facility services. Comparable business model and category mix, though geographically focused on the US and Canada.

Emerging players

• Bidvest Office: South African-headquartered workplace supplies distributor serving B2B customers with stationery, furniture, and print solutions. Comparable B2B distribution and managed services model targeting enterprise workplace procurement customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WincAUS
• Facebookfacebook.com/WincAUS
• LinkedInlinkedin.com/company/winc-australia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Winc