Coleman

What Coleman does

Coleman is a heritage outdoor-camping-equipment brand founded in 1900 by W.C. Coleman around the portable gas lantern, now operating in Australia through Newell Australia Pty Ltd, a private subsidiary of US-listed Newell Brands (NASDAQ: NWL). In Australia the business sells a full-stack portfolio across tents and shelters, hard and soft coolers, beverageware, single- and multi-burner propane stoves, grills and kitchen accessories, lanterns, flashlights and headlamps, camping chairs, tables and stretchers, sleeping bags, airbeds and pumps. Product differentiation is anchored in a deep library of proprietary technologies — WeatherTec™ welded-seam waterproofing rated to 3,000mm, DarkRoom™ light-blocking, BatteryGuard™/BatteryLock™ battery management, Coletherm® hollow-polyester insulation, InstaStart™ piezoelectric ignition, PerfectFlow™ and EvenTemp™ burner engineering, Keeps the Ice™ cooler insulation, and the patented Instant Up™ frame enabling 2-minute tent setup — most of which carry registered trade-mark status.

The business model is straightforward hardware sales of durable consumer goods, with no software, app, subscription, or service revenue streams disclosed and no API or platform offering. Go-to-market is multi-channel: a deep Australian retail footprint across Anaconda, BCF, Bunnings, Tentworld, Snowys, Macpac and Freddy's, complemented by a direct-to-consumer e-commerce store at colemanaustralia.com.au, with content marketing (Activity Center blog), email capture, and Instagram engagement (#theoutsideiscalling) supporting demand generation. Pricing is set by authorised retailers and is not publicly disclosed by the company. Customer concentration is dispersed across hundreds of thousands of individual consumers and families engaging in camping, beach, tailgate and broader outdoor recreation. Revenue, headcount and unit-volume figures for Newell Australia Pty Ltd are not publicly disclosed, and the entity appears to function primarily as a regional brand-management and channel-coordination operation within Newell Brands' global Outdoor & Recreation segment rather than as a standalone scale operating company.

Name

Coleman

Legal name

Newell Australia Pty Ltd

Website

https://colemanaustralia.com.au

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

101–250 employees

Short description

Coleman is a 120-year-old outdoor camping equipment brand operating in Australia through Newell Australia Pty Ltd (a Newell Brands subsidiary), selling tents, coolers, stoves, lighting, furniture, and sleeping gear to outdoor recreation consumers via major specialty retailers and direct-to-consumer e-commerce.

Ownership category

akta.pro rank

Product category

Outdoor Camping Gear & Equipment

akta.pro primary industry

Tents, Shelters & Sleep Systems Retail (CRAMAMAH)

akta.pro secondary industries

Camping Furniture & Camp Kitchen Retail (CRAMAMAC), Outdoor Furniture & Shelter Systems (Tents, Tarps, Hammocks) Retail (CRAMAAAJ)

Keywords

• Outdoor camping gear
• Camping tents
• Portable coolers
• Camping stoves
• Outdoor lighting

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Outdoor Camping Equipment Sales: Coleman generates revenue through the sale of outdoor camping gear and equipment including tents, shelters, coolers, stoves, grills, lighting, furniture, and sleeping bags. Products are sold as durable goods through retail and e-commerce channels.

Go-to-market motion2 records

Distribution channels8 records

Marketing channels4 records

Core offering

Coleman is a 120-year-old outdoor camping gear manufacturer that designs, produces, and distributes a full range of physical outdoor recreation products including tents, shelters, hard and soft coolers, propane stoves and grills, lanterns, flashlights, headlamps, camping furniture, sleeping bags, and airbeds. Products incorporate proprietary technologies such as WeatherTec™ waterproofing, DarkRoom™ light-blocking fabric, BatteryGuard™ battery management, and the patented Instant Up tent frame, sold through major Australian retailers and the brand's own e-commerce site.

Product overview

Coleman is an outdoor camping gear manufacturer offering a comprehensive portfolio of physical recreation products. The product line spans tents and shelters (including Instant Up, Swagger, and Shower tent lines), hard and soft coolers (Daintree, Snap 'N Go, Pro, Xtreme, Glacier lines), stoves and grills (single and multi-burner propane stoves), lighting (lanterns, headlamps, flashlights with BatteryGuard™ technology), furniture (chairs, tables, camping stretchers), and sleeping equipment (sleeping bags with temperature ratings from -7°C to 10°C, airbeds, pumps). Accessories include tent heat shields, cooler ice packs, kitchen essentials like fans and griddles, and replacement parts. The products integrate technologies like WeatherTec™ waterproofing, DarkRoom™ light blocking, BatteryGuard™ battery preservation, Coletherm® insulation, and OneSource™ rechargeable battery systems. Coleman operates as a consumer products brand with no software platform or API offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Tents Camping tents available in various sizes (1-3 person, 4 person, 6 person, 8+ person) and styles including Instant Up, Swagger, Shower, Dome, Darkroom, Cabin, and Connectable tents. Feature WeatherTec™ waterproofing system.
• Shelters & Canopies Instant Up gazebos, screen houses, and portable shelters including Lighted Spring Hub gazebos, Heat Shield shelters, and Screenhouse instant up shelters in various sizes.
• Hard Coolers Rigid insulated coolers including Daintree, Snap 'N Go (collapsible), Pro, Xtreme, and Glacier lines. Range from 8.5L to 70L capacity with features like wheeled transport and Keeps the Ice™ insulation.
• Soft Coolers
• Wheeled Coolers
• Beverage Coolers & Drinkware
• Single Burner Stoves Portable propane camping stoves including Peak 1 Trekking Stove with PerfectFlow™ technology and built-in wind baffles. Heat pans up to 12-inches.
• Multi Burner Stoves
• Lanterns Camping lighting including gas lanterns and LED lanterns with BatteryGuard™ technology. Classic Series (400L and 800L), Vanquish Push LED (450L), Micro Packer LED (100L), and 360 Light and Sound rechargeable LED (400L).
• Flashlights
• Camping Chairs Folding camping chairs including King Cooler Arm Chair, Pioneer Chair, Swagger Aluminium Sling Chair, Swagger 250 Quad Fold Chair, Classic 5 Position Flat Fold Chair, Deluxe Event Mesh Quad Chair, Directors Steel Deck Chair, and Fyrefly Kids Quad Chair.
• Camping Stretchers
• Sleeping Bags Camping sleeping bags with temperature ratings from -7°C to 10°C. Product lines include Pilbara, Mudgee, Big Game, Swagger Hooded, and Fyrefly Kids. Feature Coletherm® insulation, ZipPlow™ snag-free zippers, Roll Control™ system, Thermolock™ draft tubes.
• Airbeds & Pumps
• Northstar Instant Up Darkroom Tent with LED Lighting
• Kitchen Essentials
• Tent Accessories & Parts
• Cooler Accessories
• RoadTrip Portable Grill Portable outdoor grill launched in 2003, complementing Coleman's stove and grill portfolio for outdoor cooking.

Quantifiable outcome

• Tents waterproof up to 3,000mm water pressure
• +4 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature13 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Helinox: Premium portable camp chairs, tables, and stretchers — directly competes with Coleman's furniture line and has driven premiumisation in the category.
• Sea to Summit: Australian-founded outdoor brand with sleeping bags, dry bags, and camping accessories — direct competitor in Australian market with overlapping technical positioning.
• Igloo Products: Mass-market cooler and drinkware manufacturer — directly competes in Coleman's hard and soft cooler lines, particularly at entry and mid price points.
• YETI Holdings: Premium outdoor and drinkware brand (coolers, drinkware, bags, outdoor living) competing head-to-head with Coleman in coolers and lanterns, and increasingly in adjacent categories.
• Black Diamond Equipment: Outdoor gear manufacturer covering headlamps, lanterns, tents, and camping equipment — directly comparable technology portfolio and target customer base.
• Big Agnes: Specialist tent, sleeping bag, and sleeping pad manufacturer competing directly in Coleman's tent and sleep system categories with premium technical positioning.
• Nemo Equipment: Premium tent, sleeping pad, and sleeping bag brand with comparable proprietary technologies (air-beam frames, thermal technologies) overlapping Coleman's core categories.
• MSR (Mountain Safety Research): Camping stoves, tents, water filtration, and snow safety equipment — directly competes with Coleman's stove and shelter categories.
• Therm-a-Rest: Sleeping pads, camping mattresses, and sleep systems under Cascade Designs — overlaps Coleman's airbed and sleep product lines.

Broad incumbents

• Dometic: Global outdoor and mobile living equipment manufacturer covering coolers, tents, awnings, and RV accessories — broader portfolio competing across multiple Coleman categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/colemanaustralia
• Xx.com/colemanaus
• LinkedInlinkedin.com/company/coleman-brands-pty-limited

Revenue estimate

Valuation estimate

Number of profiles

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 Coleman