ELK
ELK is a privately held Australian fashion brand designing women's clothing and accessories, sold DTC online to 50+ countries, through Melbourne retail, and via wholesale, targeting conscious consumers as a B Corp-certified label.
- Company typePrivate
- Founded2004
- HeadquartersPreston, Australia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What ELK does
ELK is an Australian fashion brand that designs and sells women's clothing and accessories through a direct-to-consumer model. The product range spans dresses, knitwear, tops, pants, outerwear, bags, jewellery, and footwear, refreshed each season through proprietary print collections such as Lantis, Brandr, and Vatten. The company is headquartered in Melbourne and combines physical retail with a wholesale channel alongside its primary DTC e-commerce operation.
The business runs on a Shopify-based DTC storefront with multi-currency checkout and shipping to more than 50 countries, supported by a Rivo-powered loyalty program with VIP tiers and Afterpay as a buy-now-pay-later payment option. Pricing follows standard apparel transaction-level mechanics across B2C consumers globally, with no disclosed enterprise contracts or subscription model. The company has achieved B Corp certification, partners with 1% For The Planet, and operates the ELK (RE)NEW take-back and resale program, signalling a sustainability-led brand positioning targeting conscious fashion consumers.
No funding rounds, revenue figures, or management team data are disclosed in the input, indicating ELK operates as a privately held, likely bootstrapped business. The brand monetizes through apparel and accessories sales across DTC, retail, and wholesale channels, with the primary growth vectors being international geographic expansion and category extension within women's fashion.
ELK firmographics
Firmographics- Name
- ELK
- Legal name
- ELK
- Website
- https://elkthelabel.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ELK is a privately held Australian fashion brand designing women's clothing and accessories, sold DTC online to 50+ countries, through Melbourne retail, and via wholesale, targeting conscious consumers as a B Corp-certified label.
- Ownership category
- akta.pro rank
Where ELK is headquartered
LocationHeadquarters
- HQ city
- Preston
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
ELK business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- Direct E-commerce Sales: Online retail sales through elkthelabel.com to consumers globally, offering clothing, footwear, accessories, and jewellery. Single one-time purchase model with no subscription component.
- Physical Retail: Revenue from ELK's owned retail stores in Melbourne, Australia.
- Wholesale Distribution: Wholesale access via Next Order platform (app.next.nuorder.com/elksouthernhemisphere) allowing stockists to purchase ELK products for resale.
- Gift Vouchers: E-gift vouchers sold in denominations from $30 to $1,000 AUD, valid for 3 years from issue date and redeemable online or in Melbourne retail stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Clothing items (dresses, tops, pants, skirts) |
| Unit Pricing | Pay-as-you-go | Knitwear (sweaters, cardigans, vests) |
| Unit Pricing | Pay-as-you-go | Outerwear and jackets |
| Unit Pricing | Pay-as-you-go | Accessories (bags, footwear) |
| Unit Pricing | Pay-as-you-go | Jewellery (earrings, necklaces, bracelets) |
| Unit Pricing | Pay-as-you-go | Gift Vouchers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
ELK product offering
Product offeringCore offering
ELK is an Australian fashion brand that designs and sells women's clothing (dresses, tops, pants, knitwear, jackets), leather bags, footwear, jewellery, and accessories. The brand sells through direct-to-consumer e-commerce at elkthelabel.com, owned Melbourne retail stores, and wholesale stockists, with a focus on ethically produced fashion made from sustainable materials.
Product overview
ELK is an Australian fashion brand offering consciously crafted women's clothing and accessories. The product portfolio centers on a comprehensive ready-to-wear range comprising dresses, tops, shirts, pants, jeans, jackets, knitwear, skirts, shorts, jumpsuits, footwear, bags, and jewellery. The brand organizes its offerings through curated collections including the core ELK Essentials line, Natural Fibres and Organic Cotton edits, Workwear Edit, and signature ELK Prints collection. Supporting services include an E-Gift Voucher program and the ELK Rewards loyalty program with VIP tiers. The company also operates ELK (RE)NEW, a take-back program for circularity, and maintains B Corp certification with transparent sustainability reporting.
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Clothing
- Bags
- Footwear
- Jewellery
- Accessories
- E-Gift Vouchers
- ELK Rewards Loyalty Program
- ELK (RE)NEW Take-Back Program
Quantifiable outcome
- Clothing made from natural and sustainable fibres including LENZING ECOVERO Viscose, organic cotton, Australian Cotton, and Regenerative Cotton
Companies that use ELK
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles1 record
ELK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature1 record
ELK partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- 1% For The PlanetcoreELK is a member of 1% For The Planet, donating 1% of all sales to environmental non-profits globally. This partnership demonstrates ELK's commitment to environmental giving back and social responsibility.
- Surfrider Foundation AustraliacoreELK's charity partner is Surfrider Foundation Australia, supporting ocean conservation and environmental protection initiatives.
- BBC StoryWorksminorContent partnership with BBC StoryWorks for sustainability storytelling and earned media coverage, showcasing ELK's ethical fashion journey.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
ELK competitors and assessment
Company assessmentDirect peers
- Everlane: US DTC fashion brand built on transparency and ethical sourcing. Comparable to ELK in DTC-first apparel model, transparency-driven positioning, and mid-premium essentials assortment.
- C/MEO Collective: Australian contemporary womenswear brand offering dresses, tops, and separates with strong print and design identity. Comparable to ELK in Australian heritage, womenswear focus, and global DTC distribution.
- St Agni: Australian-based contemporary fashion label with apparel, footwear, and accessories. Comparable to ELK as a Byron Bay/Asia-Pacific-headquartered brand with global DTC and quality-craft positioning.
- Aje: Australian contemporary womenswear brand with dresses, tops, and accessories sold at similar price points. Comparable to ELK as a compatriot Australian designer label with global DTC and a premium positioning.
- Toast (UK): UK-based slow-fashion brand offering women's clothing, nightwear, and homewares with a focus on natural fibres and considered design. Comparable to ELK in sustainable DTC positioning, natural-fibres emphasis, and curated lifestyle assortment.
- Reformation: US-based sustainable fashion DTC brand offering women's clothing, accessories, and footwear with strong transparency and sustainability messaging. Comparable to ELK in conscious-fashion positioning, DTC-led model, and seasonal women's apparel assortment.
- Eileen Fisher: US sustainable womenswear brand with strong take-back/renewal program (similar to ELK (RE)NEW). Comparable to ELK in conscious-fashion ethos, women's apparel focus, and circularity commitments.
- Sézane: French sustainable-fashion DTC brand selling women's apparel, accessories, and footwear globally at a comparable mid-premium price point. Closely comparable to ELK in DTC-first model, authenticity-focused storytelling, and international shipping footprint.
Broad incumbents
- Patagonia: Global outdoor and lifestyle apparel brand known for environmental activism, B Corp-equivalent credentials, and Worn Wear take-back program. Comparable to ELK as a benchmark for sustainability-led apparel with circularity programs (similar to ELK (RE)NEW), though materially larger and outdoors-focused.
- COS (H&M Group): Minimalist contemporary fashion brand owned by H&M, offering women's and men's apparel, accessories, and footwear at globally accessible mid-market pricing. Comparable to ELK as a broader incumbent in modern minimal women's apparel at scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
ELK social profiles
Digital presenceELK compliance and trust
Trust signalCompliance2 records
ELK financial estimates
Financial estimateRevenue estimate
Valuation estimate
ELK leadership team
Management profileNumber of profiles
ELK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ELK M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ELK
What does ELK do?
ELK is an Australian fashion brand that designs and sells women's clothing (dresses, tops, pants, knitwear, jackets), leather bags, footwear, jewellery, and accessories. The brand sells through direct-to-consumer e-commerce at elkthelabel.com, owned Melbourne retail stores, and wholesale stockists, with a focus on ethically produced fashion made from sustainable materials.
Is ELK a public or private company?
ELK is a private company. It is classified as unknown and is currently operating.
When was ELK founded?
ELK was founded in 2004. It employs 51 to 100 people.
Where is ELK based?
ELK is headquartered in Preston, Australia, in the Oceania region.
How does ELK make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are physical Retail, wholesale Distribution and gift Vouchers.
Who are ELK's main competitors?
Direct peers on record are Everlane, C/MEO Collective, St Agni, Aje, Toast (UK), Reformation, Eileen Fisher and Sézane. Broad incumbents are Patagonia and COS (H&M Group).
Does ELK have an API?
No public API is recorded for ELK.