What Workwear Group does

Workwear Group is a privately-held Australian workwear and uniform solutions provider, wholly owned by ASX-listed conglomerate Wesfarmers and headquartered in Port Melbourne. The company operates a portfolio of three heritage brands—KingGee (est. 1926, industrial trade workwear), Hard Yakka (est. 1930, heavy-duty workwear), and NNT (est. 1962, professional uniforms)—alongside a fourth line, Workwear Group Uniforms, which delivers end-to-end bespoke uniform programs and apparel management for major clients. A retail sub-brand, Totally Workwear, runs Australia's largest network of workwear specialist destinations with 90 locally owned and operated stores, supplemented by distribution through 1000+ retail outlets and dedicated D2C e-commerce sites for each brand.

The company serves four core customer segments: trade and industrial workers (mining, construction, rail, regional trades) via Hard Yakka and KingGee; corporate and healthcare professionals via NNT; government and large enterprise clients (notably the Australian Defence Force under a seven-year Defence Clothing Services subcontract via Ventia, plus Jetstar Airways) via Workwear Group Uniforms; and international markets in the United Kingdom and Europe via distribution partners Footsure and DuBois. Its underlying technology centres on in-house fabric R&D, fit engineering, ethical sourcing protocols, sustainable textile processing, and end-of-life garment recycling (most notably a first-of-kind 85% recyclability result for structural firefighting suits via the Upparel partnership).

The business generates revenue through three streams: branded workwear and apparel sales through retail and e-commerce; managed uniform solutions for enterprise and government clients with custom quotes; and large multi-year government contracts. Pricing for B2B and government contracts is quote-based on volume and customisation; retail pricing flows through Totally Workwear stores and brand websites. Other credentials include ISO 9001:2015 quality certification, Ethical Clothing Australia accreditation, and memberships in APCO, EcoVadis, International Accord, Better Cotton, Baptist World Aid, and Sedex. The company is slated to be integrated into Bunnings Group effective July 2026 as part of Wesfarmers' strategic restructuring.

Name

Workwear Group

Legal name

The Workwear Group Pty Ltd

Website

https://workweargroup.com.au

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Workwear and Uniforms

NAICS

Cut and Sew Apparel Manufacturing (3152), Cut and Sew Apparel Manufacturing (except Contractors) (31525), Apparel Manufacturing (315)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Industrial Workwear (General) (CRAAALAA)

akta.pro secondary industries

Workwear, Uniform & Protective Apparel Manufacturers (CRAAAAAH), Corporate Uniforms (Office, Hospitality, Retail Staff) (CRAAALAB), Medical & Healthcare Uniforms (Scrubs, Lab Coats) (CRAAALAF), Uniforms & Workwear Specialty Department Stores (CRAGAGAH)

Keywords

• Workwear apparel
• Industrial uniforms
• Protective workwear
• Professional uniforms
• Safety clothing

Headquarters

HQ city

Port Melbourne

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Workwear and Apparel Sales: Direct sales of branded workwear (Hard Yakka, KingGee), uniforms (NNT), and accessories through retail stores, e-commerce platforms, and B2B channels
2. Uniform Solutions and Management: End-to-end uniform solutions for enterprise clients including design, manufacturing, and apparel management solutions for government (ADF) and corporate customers (Jetstar)
3. Government Contracts: Seven-year Defence Clothing Services subcontract through Ventia for Australian Defence Force uniform supply, marking significant government contract revenue

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Workwear Group designs, manufactures and distributes branded workwear and professional uniforms through heritage Australian brands — Hard Yakka and KingGee (trade and industrial workwear) and NNT (corporate, healthcare and service uniforms). The group also delivers end-to-end enterprise uniform solutions through Workwear Group Uniforms, providing bespoke design, manufacturing and apparel management for large organisations such as the Australian Defence Force and Jetstar, complemented by a 90-store Totally Workwear retail network.

Product overview

Workwear Group is a leading workwear solutions provider offering a portfolio of four world-class workwear brands under one umbrella. The core products include Hard Yakka (established 1930) for heavy-duty workwear, KingGee (established 1926) for industrial trade workwear, NNT (established 1962) for professional uniforms across healthcare and other industries, and Workwear Group Uniforms for end-to-end uniform solutions including bespoke designs and apparel management. The company also operates Totally Workwear, a network of 90 retail stores. Products range from protective workwear and safety apparel to professional uniforms, with capabilities including in-house R&D, design expertise, ethical sourcing, and Australian manufacturing. The company serves customers across Australia, New Zealand, and expanding internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Hard Yakka: Iconic Australian workwear brand established in 1930, known for toughness and durability. Sets the standard for workwear designed to handle harsh worksite conditions. Products available globally through partnerships in UK, Europe, and beyond.
• KingGee
• NNT
• Workwear Group Uniforms
• Totally Workwear

Products and services

• Hard Yakka Workwear brand established in 1930, designing heavy-duty garments for demanding Australian worksite conditions including mining, rail, construction and regional communities; sold globally via retail and brand e-commerce.
• KingGee Industrial workwear brand established in 1926, serving trade professionals with cutting-edge technology engineered for Australia's harshest conditions; a century-old Australian icon.
• NNT Uniforms Uniform brand established in 1962, providing fit-for-purpose uniforms for professionals across healthcare, corporate, hospitality and frontline services throughout Australia, New Zealand and internationally.
• Workwear Group Uniforms End-to-end enterprise uniform solution providing access to Hard Yakka, KingGee and NNT brands plus bespoke uniforms and apparel management for major organisations across public sector, health, industrial, emergency and professional services.

Quantifiable outcome

• ~85% recyclability achieved for structural firefighting suits
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

17 partnerships are on record, tiered core, flagship and minor.

• Bunnings GroupcoreStrategic or Co-development Partner · 1 July 2026Workwear Group (alongside Blackwoods) is being integrated into Bunnings Group effective July 2026 as part of Wesfarmers' strategic restructuring to accelerate growth through digital transformation and store network expansion.
• The Big IssueflagshipStrategic or Co-development Partner · 1 January 2022Three-year partnership (initially) with The Big Issue to support their mission of creating meaningful work opportunities for people experiencing homelessness, disadvantage, or social exclusion. Partnership demonstrates how business and social enterprise can work side by side for genuine, lasting impact.
• VentiacoreImplementation/ SI/ Consulting PartnerWorkwear Group is a key subcontractor in Ventia's landmark seven-year Defence Clothing Services contract, supplying uniforms for all sectors of the Australian Defence Force (ADF). WWG has proudly supported the ADF since WWII and this new subcontract builds on that legacy, transitioning ADF from self-managed procurement to industry-led solution.
• CareerTrackerscoreStrategic or Co-development PartnerNational non-profit partnership creating pathways and support systems for young First Nations adults through internship opportunities at Workwear Group, supporting Indigenous futures through education.
• Global Transitions FoundationminorStrategic or Co-development PartnerAustralian-registered charity dedicated to improving lives of vulnerable children and communities locally and internationally. WWG provides Hi Vis workwear to support volunteer build projects in Cambodia.
• UpparelcoreTechnology or IntegrationAustralia's leading textile recovery and recycling company diverts unwanted clothing and workwear from landfill. Items in good condition go to charity partners; textiles unfit for reuse are recycled into circular products (UPtex, FillUP). Achieved first-ever 85% recyclability rate for structural firefighting suits.
• Shred-X / TeXturacoreTechnology or IntegrationPartnership with Shred-X through their dedicated textile recycling division TeXtura for end-of-life uniform recycling solutions, building on WWG's sustainability journey.
• WatershedcoreTechnology or IntegrationWWG implemented Watershed as its central carbon accounting platform to strengthen emissions visibility, analytical capability, and reporting efficiency for Scope 3 emissions (~99% of total emissions in FY25).
• Footsure (UK)flagshipChannel Partner/ Reseller/ DistributorUK distributor for Hard Yakka workwear, part of united global partnership with DuBois (Europe) showcasing Australian capability at A+A Düsseldorf and expanding brand presence across UK and Europe.
• DuBois (Europe)flagshipChannel Partner/ Reseller/ DistributorEuropean distributor partnership for Hard Yakka, united with Footsure (UK) at A+A Düsseldorf to expand brand presence across continental Europe.
• Totally WorkwearcoreChannel Partner/ Reseller/ DistributorAustralia's largest network of workwear specialist destinations with 90 locally owned and operated stores, stocking iconic workwear, footwear, and safety brands.
• Ginger & SmartflagshipStrategic or Co-development PartnerFashion designer collaboration with Workwear Group Uniforms to create Jetstar's refreshed uniform range, celebrating airline's 20th anniversary.
• Warlukurlangu ArtistsminorStrategic or Co-development PartnerIndigenous Australian artists collaboration with NNT Uniforms, celebrating Indigenous artistry through culturally significant uniform designs.
• Carpentry AustraliaminorStrategic or Co-development PartnerPartnership backing tradies' health during National Tradies Health Month, supporting carpenters, builders, and apprentices with physical and mental wellbeing resources.
• Dress for SuccessminorStrategic or Co-development PartnerNNT donates garments to Dress for Success, turning workwear into real-world impact by supporting women entering or returning to the workforce.
• Ready SetminorStrategic or Co-development PartnerNNT Uniforms donating clothing to Ready Set for the past 2 years, supporting next-generation of healthcare heroes.
• Fred Hollows FoundationminorStrategic or Co-development PartnerPartnership celebrating Indigenous artistry and supporting Indigenous community initiatives.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Bisley Workwear: Bisley Workwear is an Australian-owned manufacturer of industrial and safety workwear, competing head-on with Hard Yakka and KingGee across trade, mining, and construction segments in Australia and New Zealand.
• Syzmik Workwear: Syzmik is an Australia/NZ focused workwear brand manufacturing hi-vis and industrial garments, directly competing with Hard Yakka and KingGee in the trade and industrial channel.
• Steel Blue: Steel Blue is an Australian-owned safety footwear and workwear manufacturer with overlapping distribution into Australian trade, mining, and government channels and a comparable heritage-brand positioning.
• RSEA (Safety & Workwear Distributor): RSEA is one of Australia's largest workwear, safety, and uniform distributors with a retail and enterprise footprint that overlaps with Totally Workwear and the Workwear Group Uniforms B2B channel.

Broad incumbents

• Ansell Limited: Ansell is an ASX-listed Australian PPE and protective-apparel giant serving healthcare, industrial, and life-sciences customers globally; it overlaps with Workwear Group Uniforms in healthcare uniforms and with KingGee/NNT in protective workwear at a much larger scale.
• VF Corporation (Dickies / Bulwark / Red Kap): VF Corporation owns iconic workwear and uniform brands (Dickies, Bulwark, Red Kap) that compete globally with Hard Yakka and KingGee across general workwear, flame-resistant, and industrial uniform markets.
• Carhartt Inc. Carhartt is an established American workwear heritage brand with growing international reach, directly comparable to Hard Yakka and KingGee in trade, construction, and rugged industrial segments.
• 3M Company: 3M's Personal Safety Division supplies a broad workwear and PPE portfolio (protective apparel, hi-vis, coveralls) and competes with Workwear Group Uniforms in enterprise and government safety tenders worldwide.
• Honeywell International: Honeywell's Safety and Productivity Solutions segment supplies protective apparel, footwear, and enterprise uniform solutions that compete with Workwear Group Uniforms across industrial, emergency-services, and government accounts.

Emerging players

• Caterpillar Inc. (Cat Workwear & Footwear): Caterpillar licenses workwear, boots, and apparel globally, including in Australia, and competes with Hard Yakka and KingGee across construction and trade customer segments via licensing partners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/workweargroup
• LinkedInlinkedin.com/company/workwear-group

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Workwear Group