What Macpac does

Macpac is a New Zealand-founded outdoor apparel and equipment retailer, established in 1973 in Christchurch by Bruce McIntyre and currently operating as a wholly-owned subsidiary of ASX-listed Super Retail Group. The company designs and sells technical outdoor clothing and camping equipment under its own Macpac label, with over 657 branded SKUs on the Australian site spanning down and synthetic insulated jackets (Halo, Uber Light, Aurora, Pulsar ranges), merino thermals, fleece mid-layers, waterproof shells, and a broader equipment assortment (tents, sleeping bags, backpacks, stoves, coolers, water-sports gear, and health-and-safety items). Product development is differentiated by an ongoing co-development partnership with the New Zealand Alpine Team that produces the technical Alpine Series line, and by use of third-party materials and treatments such as Allied Feather + Down's HyperDRY water-resistant down and Fairtrade-certified organic cotton.

The business runs a direct-to-consumer omnichannel model, combining owned physical retail under two formats (Adventure Hubs carrying Macpac plus curated partner brands such as Salomon, Mammut, Sea to Summit, and YETI; and Classic stores), with dual e-commerce storefronts at macpac.com.au and macpac.co.nz, supported by free shipping over A$100, 4-hour Click & Collect, and a free Macpac Club loyalty program offering 20% off Macpac products and 10% off footwear. Pricing follows a unit-pricing model with seasonal promotions (current examples include up to 50% off select puffers), with jackets ranging from A$49.99 thermal pieces up to A$799.99 for premium waterproof down jackets. Customer segments center on outdoor enthusiasts (hiking, camping, mountaineering, snow sports, trail running, water sports, travel) and a smaller family adventurer cohort, with a marginal corporate/wholesale tier for team gear.

Revenue concentration sits in Australia and New Zealand, with FY2025 disclosed revenue of NZ$96.8 million for the 12 months ending 28 June 2025, an 8.5% year-over-year decline attributed to weak NZ market conditions. The company employs over 600 staff, predominantly distributed across the ANZ retail and distribution network, with the design function headquartered in Christchurch.

Name

Macpac

Legal name

Macpac Retail Pty Ltd

Website

https://macpac.com.au

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Macpac designs and retails technical outdoor apparel and camping equipment under its own brand across Australia and New Zealand via owned stores and e-commerce, serving hikers, mountaineers, campers, and families as a subsidiary of Super Retail Group.

Ownership category

akta.pro rank

Product category

Outdoor Apparel and Equipment Retail

NAICS

Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (458110), Textile Bag and Canvas Mills (314910), Sporting and Athletic Goods Manufacturing (33992)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949), Women's, Misses', And Juniors Outerwear (2330)

akta.pro primary industry

Camping, Hiking & Backpacking Gear Retail (CRAMAMAA)

akta.pro secondary industries

Climbing & Mountaineering Gear Retail (CRAMAAAB), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB)

Keywords

• Outdoor apparel
• Camping equipment
• Hiking gear
• Mountaineering clothing
• Technical outdoor products

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Sales - Physical Stores: One-time retail sales through owned physical store network including Adventure Hubs (full Macpac range plus partner brands) and Classic stores. Revenue generated through full-price and clearance merchandise sales.
2. E-commerce Sales: Online retail sales through macpac.com.au (Australia) and macpac.co.nz (New Zealand) websites with home delivery and Click & Collect options.
3. Macpac Club Membership: Free loyalty program generating customer retention and repeat purchases through member-exclusive discounts (20% off Macpac products, 10% off footwear) and special offers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Macpac designs, manufactures, and retails technical outdoor apparel and equipment — including down jackets, fleece, merino thermals, waterproof shells, tents, sleeping bags, backpacks, stoves, coolers, and water sports gear — for outdoor enthusiasts in Australia and New Zealand. The company sells its own Macpac-branded products alongside a curated assortment of partner brands (Salomon, Mammut, Sea to Summit, YETI) through owned Adventure Hub and Classic retail stores, dual e-commerce platforms (macpac.com.au and macpac.co.nz), and the Macpac Club loyalty program with member-exclusive discounts.

Product overview

Macpac is a New Zealand-founded outdoor clothing and camping equipment retailer owned by Super Retail Group, established in 1973. The company operates as a single unified retail brand offering a comprehensive portfolio of outdoor products organized around three core pillars: apparel (including the Halo Down, Uber Light Down, Aurora, Pulsar, and Merino ranges), outdoor equipment (tents, sleeping bags, backpacks, stoves, coolers, and water sports gear), and a loyalty program (Macpac Club). The product lines include distinct sub-brands such as Alpine Series (technical mountain gear developed with the NZ Alpine Team) and Fairtrade Organic Cotton Range. Key apparel products like the Halo Down Jacket, Uber Light Down Jacket, and Pulsar synthetic insulated jackets serve hiking, camping, snow sports, and travel activities. The company also offers services including Click & Collect (free 4-hour pickup) and operates store formats including Macpac Classic and Macpac Adventure Hub. The brand sells both its own Macpac-labeled products alongside third-party outdoor brands including Salomon, Mammut, Sea to Summit, YETI, and Merrell.

Differentiator

Problem solved

Functional benefit

Products and services

• Down & Insulated Jackets Range of down and synthetic insulated jackets and vests for men, women, and kids including the Halo Down, Uber Light Down, Aurora, Phoenix Waterproof Down, Otira Waterproof Down, Lume, Sundowner, and Pulsar lines — designed for hiking, camping, snow sports, and alpine pursuits with HyperDRY water-resistant down and synthetic insulation for wet conditions.
• Rain Jackets & Shells Waterproof outerwear jackets and coats designed for wet weather protection during hiking, trail, and outdoor activities.
• Fleece Mid-Layers Fleece pullovers, hoodies, and jackets (including Tui Fleece Pullover and Mini Mountain Fleece ranges) providing mid-layer warmth for adults and kids during outdoor activities.
• Merino and Thermal Base Layers Natural merino wool thermal layers in 150, 220, and Geothermal ranges, plus tops, singlets, leggings, and socks offering temperature regulation, moisture management, and odor resistance for outdoor activities.
• Alpine Series Technical Apparel Technical mountaineering apparel line developed with the New Zealand Alpine Team for extreme conditions and high-altitude use.
• Fairtrade Organic Cotton Apparel Sustainably sourced clothing range using Fairtrade-certified organic cotton materials.
• Hiking Pants & Shorts Technical hiking, travel, snow, and lifestyle pants and shorts (including the Ardent Hiking Pant) designed for trail performance and outdoor comfort.
• Tents & Shelters Range of camping, hiking and alpine tents, family tents, and tarps for various outdoor shelter needs.
• Sleeping Bags Down and synthetic sleeping bags for camping and outdoor adventures.
• Backpacks & Bags Complete range of backpacks including hiking packs, daypacks, travel bags, laptop bags, school bags, and commuting packs.
• Stoves & Outdoor Cooking Equipment Outdoor cooking equipment including stoves, gas, fuel, coffee makers, cookware, freeze-dried food, and fire starters.
• Coolers & Portable Fridges Coolers, ice boxes, and portable fridges and freezers for food and beverage storage during outdoor trips.
• Health & Safety Equipment Emergency gear, first aid, water filters, PLBs, compasses, and insect repellents for outdoor safety.
• Water Sports Equipment Kayaks, stand-up paddle boards, and water safety equipment for aquatic outdoor activities.
• Camp Furniture & Shade Outdoor seating, tables, beach carts, picnic supplies, portable gazebos, and beach shades for camping comfort and sun/weather protection.
• Hiking & Trail Footwear Hiking boots, hiking shoes, trail running shoes, sandals, socks, and gaiters for outdoor pursuits.
• Macpac Club Loyalty Program Free membership program offering 20% off Macpac products, 10% off footwear, exclusive member deals, receipt-free warranty, wishlist, and faster checkout; currently available in Australia.
• Click & Collect Service Free in-store pickup service allowing online orders to be collected from Macpac stores within 4 hours.

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• NZ Alpine TeamcoreStrategic or Co-development PartnerTechnical partnership for product development and extreme condition testing. The NZAT puts Macpac products to use on the world's harshest mountains, ensuring gear performs under the most strenuous stress tests on earth. Products developed collaboratively with the team.
• One NZ GODZONEminorGTM or Marketing PartnerSponsorship partnership with the GODZONE adventure race event in New Zealand, a major multi-day adventure race.
• NZ Paralympic TeamminorGTM or Marketing PartnerSponsorship partnership supporting the New Zealand Paralympic Team athletes.
• SalomonminorChannel Partner/ Reseller/ DistributorPartner brand available at Macpac Adventure Hub stores for footwear and outdoor equipment.
• MammutminorChannel Partner/ Reseller/ DistributorPartner brand available at Macpac Adventure Hub stores for technical outdoor apparel and equipment.
• Sea to SummitminorChannel Partner/ Reseller/ DistributorPartner brand available at Macpac Adventure Hub stores for outdoor accessories and camping equipment.
• YETIminorChannel Partner/ Reseller/ DistributorPartner brand available at Macpac Adventure Hub stores for coolers and outdoor lifestyle products.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Anaconda: Anaconda is an Australian big-box outdoor and camping retailer selling tents, sleeping bags, packs, apparel, and footwear at value-to-mid price points. It competes directly with Macpac on camping and family outdoor gear, particularly in the lower-to-mid price tier across ANZ.
• Kathmandu: Kathmandu is the most direct ANZ outdoor apparel and equipment peer to Macpac, operating a similar owned-retail-and-DTC model across Australia and New Zealand with comparable product categories in jackets, packs, sleeping bags, and camping gear. Both target the same outdoor enthusiast demographic and compete head-to-head on premium positioning.
• BCF (Boating, Camping, Fishing): BCF is a sister company under Super Retail Group that directly competes with Macpac in camping and outdoor equipment categories across Australia. BCF operates a larger store footprint and broader mass-market positioning, overlapping materially with Macpac's lower-end outdoor assortment.
• Rebel Sport: Rebel Sport is another Super Retail Group subsidiary operating in sporting goods retail including outdoor and adventure categories. While broader in focus (fitness, team sports, outdoor), it overlaps with Macpac in hiking footwear, packs, and outerwear carried across ANZ.
• Mountain Designs: Mountain Designs is an Australian outdoor retailer specializing in technical hiking, camping, climbing, and snow gear with a comparable specialty-store footprint. It competes with Macpac Adventure Hubs in the technical outdoor segment, with similar premium positioning and ANZ geographic focus.
• Snowys Outdoor Centre: Snowys is an Australian online-led outdoor retailer carrying camping, hiking, and outdoor equipment from multiple brands. It competes with Macpac on price and assortment breadth in the e-commerce channel, particularly in camping gear, tents, and packs.

Broad incumbents

• Patagonia: Patagonia is a global premium outdoor apparel and equipment brand with a strong sustainability positioning that competes with Macpac at the technical and premium end of the ANZ market. Larger scale, deeper marketing, and brand cachet make Patagonia a significant competitive incumbent.
• Arc'teryx: Arc'teryx is a premium technical outdoor brand owned by Amer Sports competing with Macpac's Alpine Series and premium jacket lines. It targets the high-end mountaineering and outdoor consumer with significantly higher price points and brand prestige.
• The North Face (VF Corporation): The North Face is a global outdoor giant owned by VF Corporation with broad ANZ distribution and brand recognition in technical outerwear, packs, and alpine equipment. It competes across multiple Macpac categories with substantially greater marketing scale.
• Columbia Sportswear: Columbia Sportswear is a global outdoor apparel and footwear brand with broad ANZ retail distribution. It competes with Macpac across jackets, fleeces, footwear, and outdoor apparel, particularly in the mid-tier price segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/macpac
• Xx.com/macpacofficial
• Facebookfacebook.com/macpac

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Macpac