S-Trend
S-Trend is an Australian-owned custom teamwear manufacturer that designs and produces sublimated sports apparel for 900+ organisations across 55+ sports, serving clubs, schools, universities, associations, and corporates via in-house production, showrooms, and digital self-serve tools.
- Company typePrivate
- Founded2003
- HeadquartersSouth Melbourne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What S-Trend does
S-Trend is a privately held, Australian-owned custom sportswear manufacturer founded in 2003 and headquartered in South Melbourne, with a second showroom and production facility in Mayfield West, NSW. The company designs and produces bespoke teamwear, school uniforms, university sportswear, association apparel, and corporate apparel across more than 55 sports codes, serving over 900 organisations including national sporting bodies, governing associations, universities, schools, corporate clients, and grass-roots clubs.
Core production technology centres on Italian sublimation printing for infusing ink into fabric under heat, complemented by a 3D digital simulation tool used for fit and movement design, and a portfolio of specialised performance fabrics (Ultradry, X-Carbon, Dintex membrane, Coolmesh, Repreve recycled yarns). Manufacturing is in-house across both Victorian and New South Wales sites, supported by Swiss-based SGS laboratory testing, and the operation carries WRAP, ISO 9001, Oeko-Tex and GRS certifications covering ethical production, quality management, chemical safety, and recycled-content traceability. The 2023 STRenew line converted 676,774 plastic bottles into teamwear under GRS-certified Repreve supply.
Revenue is generated primarily through quote-based custom teamwear sales, supplemented by transaction-fee income from purpose-built club E-Stores (STR E-Store, STR Hub, STR Portal) used by clubs and associations for direct-to-consumer merchandise sales, plus corporate event apparel. Distribution is hybrid: in-person showroom sales in VIC and NSW, an online Design Studio for self-serve customisation, organisational portals for bulk ordering, and licensed partnership channels via AFL NSW/ACT and AFL Hunter Central Coast. Strategic apparel partnerships extend to the AFL Multicultural Programs (~3,000 uniforms annually since 2013), Motorsport Australia (including FDA Asia Pacific and FIA Motorsport Games), Table Tennis Victoria, and universities including the University of Melbourne, RMIT, and the University of Queensland.
S-Trend firmographics
Firmographics- Name
- S-Trend
- Legal name
- S-Trend
- Website
- https://s-trend.com.au
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- S-Trend is an Australian-owned custom teamwear manufacturer that designs and produces sublimated sports apparel for 900+ organisations across 55+ sports, serving clubs, schools, universities, associations, and corporates via in-house production, showrooms, and digital self-serve tools.
- Ownership category
- akta.pro rank
S-Trend industry classification
Industry- Product category
- Custom Sportswear and Teamwear Manufacturing
- NAICS
- Sporting and Athletic Goods Manufacturing (339920), Sporting Goods Retailers (459110)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Sportswear Customization & Printing Retail (CRAMACAK)
- akta.pro secondary industries
- Team Sports Equipment & Uniforms Retail (CRAMABAE), Team Sports & On-Field Performance Apparel (CRAAAEAE)
Keywords
Where S-Trend is headquartered
LocationHeadquarters
- HQ city
- South Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
S-Trend business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Custom Teamwear Sales: One-time purchase model for custom-designed sports apparel and teamwear. Orders are quote-based, pricing varies by design complexity and order quantity. Includes pre-production sampling for all new styles.
- E-commerce/Online Store Services: Purpose-built e-stores provided to clubs and organisations for direct-to-consumer sales of apparel and merchandise, delivered to individuals' homes.
- Corporate Apparel: Custom corporate apparel for company events, golf days, charity runs including jerseys, shorts, polo shirts, hats and backpacks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom Quote-Based Pricing |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
S-Trend product offering
Product offeringCore offering
S-Trend manufactures and sells fully customisable teamwear and sports apparel across 55+ sports codes (AFL, soccer, netball, basketball, rugby, cricket, hockey, touch football, etc.), using in-house Italian sublimation printing and 3D digital simulation technology. The core product line is supported by a digital ecosystem: the STR Design Studio for self-service kit design, STR Hub for individual consumer orders, STR Portal for team administrator bulk ordering, and purpose-built club E-Stores for direct-to-consumer apparel retail. Specialised ranges serve schools, universities, sporting associations, national sporting bodies, and corporate clients across Australia.
Product overview
S-Trend is a proudly Australian-owned custom sportswear manufacturer offering a unified platform for bespoke teamwear across over 55 sports codes. The core offering consists of Custom Teamwear complemented by the Design Studio (online design tool) for self-service customization, supported by STR E-Store (club/organisation retail platforms), STR Hub (individual consumer ordering), and STR Portal (team administrator ordering). The company also produces specialized apparel for schools, universities, corporate clients, and sporting associations, with in-house production enabling faster delivery and the use of sustainable materials certified through WRAP, ISO 9001, and Oeko-Tex standards.
Differentiator
Problem solved
Functional benefit
Brands
- STR Hub: Online store platform for individuals to order S-Trend products directly
- STR Portal
- STR Design Studio
- STRenew
Products and services
- Custom Teamwear
Quantifiable outcome
- 99.7% of orders dispatched on-time
- +3 more outcomes
Companies that use S-Trend
Customer profileNamed customers13 records
Segments6 records
Ideal customer profiles5 records
S-Trend technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
S-Trend partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- AFL NSW/ACTcoreS-Trend is one of 6 licensees supplying apparel to over 290 clubs across 14 leagues in the AFL NSW/ACT region covering ACT/South Coast, Sydney/Illawarra, Greater Western Sydney and Northern NSW sub-regions.
- AFL Hunter Central CoastcoreThree-year partnership as preferred apparel supplier for AFL HCC representative teams and league clubs, announced in 2022 alongside opening of Newcastle branch.
- Motorsport AustraliacoreFour-year partnership as Official Merchandise and Apparel Partner extended to provide team kits for FDA Asia Pacific selection program and FIA Motorsport Games Team Australia.
- Active MonashcoreCollaboration on New Generation Uniforms collection using advanced 3D digital technology and Indigenous artwork, delivering functional, high-performance staff uniforms for aquatic and recreation centres.
- AFL (Australian Football League)coreAFL uniforms designed in direct partnership with AFL. Ongoing partnership as official apparel partner to AFL's Diversity/Multicultural Programs since 2013, providing around 3000 uniforms annually.
- Sports Excellence Scholarship Fund (SESF)minorCharity partner providing students opportunity to achieve dreams and build skills for life through sport power. S-Trend proudly endorses SESF.
- Unifi (Repreve)coreSupplier of Repreve sustainable fibres made from recycled plastic bottles, one of the most certified and traceable sustainable fibres in the world.
- Bachar Houli, Ahmed Saad (AFL Players)minorAFL players collaborated on design of men's range of Multicultural Program uniforms in 2016.
- TTV (Table Tennis Victoria)minorState apparel partnership creating high-performance table tennis uniforms with moisture-wicking fabric and tailored cuts.
- University of Melbourne Elite Athlete ProgramminorCollaborative development of netball uniforms designed to support elite level gameplay with ventilation and moisture management.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
S-Trend competitors and assessment
Company assessmentDirect peers
- ISC (International Sports Clothing): Australian-founded custom teamwear manufacturer for AFL, NRL and major Australian sporting bodies. Most direct comparator to S-Trend given shared Australian origin, in-house production, AFL-licenced model, and identical custom sublimation value proposition for clubs and associations.
- KooGa: Australian custom rugby and teamwear manufacturer producing sublimated kits for clubs and schools. Comparable to S-Trend in its custom-design, quote-based B2B teamwear model focused on rugby, league and school markets in Australia and New Zealand.
- Squadkit: Australian custom teamwear online configurator for clubs and schools across AFL, soccer, netball and rugby. Directly comparable to S-Trend's self-serve Design Studio and STR Portal model for grassroots club customisation.
- Champion Teamwear: Custom teamwear apparel specialist supplying schools, clubs and universities across multiple sports. Comparable to S-Trend's education and association channels and its quote-based custom sublimation offering.
- BLK Australia: Australian custom teamwear manufacturer supplying rugby, AFL and cricket kits domestically and internationally. Directly comparable to S-Trend in its custom-designed, sublimation-led apparel for sporting bodies and franchises.
Broad incumbents
- 2XU: Australian-founded performance apparel brand with broader compression, running and teamwear ranges. Comparable as an Australian-headquartered sports apparel company that also sells custom and teamwear lines, but at materially larger scale and broader (global) reach than S-Trend.
- Nike Team Sports (NTSSP): Global incumbent offering custom teamwear and uniform programs through Nike Team. The benchmark enterprise competitor for sporting-body contracts that S-Trend targets; not niche but competes directly for the same institutional apparel tenders.
- adidas Team Custom: Global incumbent operating custom teamwear programs for federations, clubs and schools. Poses a competitive threat to S-Trend at the upper end of its target market, especially for AFL, soccer and rugby associations with international ambitions.
- Hummel (Denmark): International teamwear brand with heritage in football, handball and rugby. Comparable to S-Trend through its custom teamwear programs for federations and clubs, especially as Hummel expands across Australian and European amateur sports.
Emerging players
- East Coast Custom Apparel: Australian custom apparel and teamwear house serving schools, sporting clubs and corporates. Comparable emerging player to S-Trend in the small-to-mid-market segment, competing for similar school and SME custom deals in the Australian domestic market.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
S-Trend social profiles
Digital presenceS-Trend compliance and trust
Trust signalCompliance4 records
S-Trend financial estimates
Financial estimateRevenue estimate
Valuation estimate
S-Trend leadership team
Management profileNumber of profiles
Profiles1 record
S-Trend funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
S-Trend 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 S-Trend
What does S-Trend do?
S-Trend manufactures and sells fully customisable teamwear and sports apparel across 55+ sports codes (AFL, soccer, netball, basketball, rugby, cricket, hockey, touch football, etc.), using in-house Italian sublimation printing and 3D digital simulation technology. The core product line is supported by a digital ecosystem: the STR Design Studio for self-service kit design, STR Hub for individual consumer orders, STR Portal for team administrator bulk ordering, and purpose-built club E-Stores for direct-to-consumer apparel retail. Specialised ranges serve schools, universities, sporting associations, national sporting bodies, and corporate clients across Australia.
Is S-Trend a public or private company?
S-Trend is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was S-Trend founded?
S-Trend was founded in 2003. It employs 11 to 50 people.
Where is S-Trend based?
S-Trend is headquartered in South Melbourne, Australia, in the Oceania region.
How does S-Trend make money?
Three revenue lines are on record. Custom Teamwear Sales are the primary driver. The others are E-commerce/Online Store Services and corporate Apparel.
Who are S-Trend's main competitors?
Direct peers on record are ISC (International Sports Clothing), KooGa, Squadkit, Champion Teamwear and BLK Australia. Broad incumbents are 2XU, Nike Team Sports (NTSSP), adidas Team Custom and Hummel (Denmark). East Coast Custom Apparel is listed as an emerging player.
Does S-Trend have an API?
No public API is recorded for S-Trend.
What industry is S-Trend in?
S-Trend's product category is Custom Sportswear and Teamwear Manufacturing. Its primary akta.pro industry code is CRAMACAK, Sportswear Customization & Printing Retail, with a secondary code of CRAMABAE, Team Sports Equipment & Uniforms Retail. Its NAICS code is 339920 and its SIC code is 3949.