Witchery
Witchery is a privately held Australian women's fashion retailer, founded in 1970 and operating exclusively in Australia and New Zealand. It designs and sells apparel, footwear and accessories via owned retail stores, e-commerce, a mobile app, David Jones and Myer concessions, and a Mirakl-powered curated marketplace of third-party brands.
- Company typePrivate
- Founded1970
- HeadquartersMelbourne, Australia
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Witchery does
Witchery is a privately held Australian women's fashion retailer founded in 1970, operating exclusively in Australia and New Zealand. The company designs and sells ready-to-wear women's clothing, shoes and accessories under the Witchery brand, targeting primarily 'Modern Professional Women' seeking versatile, Australian-designed apparel for work, weekend and occasion wear, with a secondary segment of fashion-conscious women purchasing statement pieces. Core product categories span tailored blazers, dresses, knitwear, denim, footwear, swimwear, bags, jewellery and other accessories, priced from approximately AUD $29 for entry-level accessories to AUD $499+ for premium outerwear, with a modal range of AUD $79-$349.
The company's commercial platform is built around a proprietary e-commerce site (witchery.com.au and witchery.co.nz), a native iOS/Android mobile app with barcode scanning and digital loyalty card functionality, standalone Witchery-branded retail stores across Australia and New Zealand, and concessions within David Jones and Myer department stores. A curated third-party marketplace, powered by Mirakl technology, extends the assortment with direct-to-customer shipping from brands such as St. Agni, Daniel Wellington, Bondi Scent, ToniMay, TJ Swim and Lana Wilkinson, integrating with Witchery checkout and loyalty rewards. Supporting infrastructure includes the tiered Witchery Rewards loyalty program (Member, Bronze at $300/yr, Silver at $750/yr, Gold at $2,500/yr), multiple payment integrations (Afterpay, Klarna, PayPal, Apple Pay, Alipay), True Fit size recommendation, and a returns network via Refundid and eShopWorld.
Witchery's revenue model combines first-party apparel sales (one-time transactions across owned retail, e-commerce, mobile app and department store concessions), deferred revenue from physical and digital gift cards, and marketplace commissions on third-party brand sales. Marketing is delivered through email, Facebook, Instagram and Pinterest, supplemented by seasonal lookbooks, a Style Collective editorial interview series, and the annual White Shirt Campaign — an 18-year partnership with the Ovarian Cancer Research Foundation that has contributed over $17.9 million to ovarian cancer research since inception. The company has no disclosed parent, public listing, or institutional funding rounds in the source material.
Witchery firmographics
Firmographics- Name
- Witchery
- Legal name
- Witchery
- Website
- https://witchery.com.au
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Witchery is a privately held Australian women's fashion retailer, founded in 1970 and operating exclusively in Australia and New Zealand. It designs and sells apparel, footwear and accessories via owned retail stores, e-commerce, a mobile app, David Jones and Myer concessions, and a Mirakl-powered curated marketplace of third-party brands.
- Ownership category
- akta.pro rank
Witchery industry classification
Industry- Product category
- Women's Fashion Retail
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811), Shoe Retailers (45821), Jewelry Retailers (458310)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Women’s Apparel Retail (CRAAABAB)
- akta.pro secondary industries
- Fashion & Accessories Marketplaces (CRAFABAA), Fashion/Costume Jewelry Retail (CRAKAGAB), Contemporary Women’s Specialty Department Stores (CRAGAGAB)
Keywords
Where Witchery is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
Witchery business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Apparel Sales: Primary revenue from direct sales of women's clothing, shoes, and accessories through owned retail stores, e-commerce website, mobile app, and department store partnerships. Products are sold at full price and promotional pricing with seasonal sales cycles.
- Gift Cards: Digital eGift Cards and physical gift cards sold in-store, providing deferred revenue recognized upon redemption.
- Curated Marketplace: Third-party brand products sold through Witchery's curated marketplace platform, with direct-to-customer shipping from brand partners. Witchery earns revenue on these sales while maintaining integrated checkout and loyalty rewards.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full Price Products |
| Unit Pricing | Pay-as-you-go | Sale/Discounted Products |
| Subscription | Annual | Witchery Rewards Membership Tiers |
| Unit Pricing | Pay-as-you-go | Shipping Options |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
Witchery product offering
Product offeringCore offering
Witchery designs, sources, and retails women's clothing, shoes, and accessories under its own label, sold through company-owned stores, departmental concessions, an e-commerce site, and a mobile app. It also operates a curated marketplace of third-party brands and offers gift cards, a tiered loyalty program, and a charitable foundation initiative. The core customer is fashion-conscious Australian and New Zealand women seeking versatile, occasion-appropriate wardrobe staples.
Product overview
Witchery is an Australian women's fashion retailer offering a comprehensive platform of clothing, shoes, and accessories. The core offering includes Witchery-branded women's clothing (tailored blazers, dresses, knitwear, denim, workwear), shoes (boots, heels, flats, sandals), and accessories (bags, jewellery, belts, scarves). The portfolio extends to curated third-party brands through the Mirakl-powered Curated Marketplace, offering exclusive shoes and accessories from brands like TJ Swim, Ugg Australian Shepherd, Lana Wilkinson, Bondi Scent, and Daniel Wellington. Supporting services include the Witchery Rewards loyalty program (tiered Member/Bronze/Silver/Gold), a mobile app with barcode scanning and digital loyalty cards, multiple delivery options (standard, same-day, click & collect), and the annual White Shirt Campaign charity initiative in partnership with OCRF.
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Clothing Witchery's own-label collection of women's apparel including dresses, tops, pants, skirts, and jackets designed for work, occasion, and casual wear, sold to individual female consumers.
- Women's Shoes Footwear range including heels, flats, boots, sandals, and sneakers offered under Witchery's own label and through curated marketplace brands, for individual women shoppers.
- Women's Accessories Handbags, jewelry, belts, scarves, and other fashion accessories sold under Witchery's own label and through curated marketplace brands, for individual women shoppers.
- Women's Swimwear Swimwear and beachwear collection offered under Witchery's own label for individual women shoppers seeking seasonal resort and beach looks.
- Witchery eGift Card Digital gift card that can be purchased online and redeemed at Witchery stores, online, and via the mobile app, for individual gift-givers and recipients.
- Witchery Physical Gift Card Physical gift card sold through Witchery stores and online, redeemable across stores, online, and mobile app for individual gift-givers and recipients.
- Witchery Rewards Program Free-to-join loyalty program offering tiered benefits, points on purchases, birthday rewards, and exclusive member promotions for individual Witchery shoppers.
- Witchery Mobile App Native iOS and Android application that lets individual customers browse collections, shop the full assortment, manage their Witchery Rewards account, and receive personalized offers.
- Witchery Curated Marketplace Curated online marketplace, powered by Mirakl, that aggregates third-party brands across clothing, shoes, and accessories, extending Witchery's assortment for individual women shoppers.
Companies that use Witchery
Customer profileSegments2 records
Ideal customer profiles2 records
Witchery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Witchery partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered key, core and minor.
- St. AgnikeySt. Agni Founder and Creative Director Lara Fells designed three signature white shirts for the 2026 White Shirt Campaign. Fells previously spent six years as Store Manager of the Witchery Byron Bay boutique before founding her own label, creating a meaningful full-circle collaboration.
- Ovarian Cancer Research Foundation (OCRF)coreLong-standing partnership since 2008 through the annual White Shirt Campaign. 100% of gross proceeds from OCRF White Shirt sales go directly to ovarian cancer research funding prevention, detection, and treatment improvements. Total contributions exceed $17.9 million to date, supporting 18 research projects across 10 institutions. The campaign is now in its 18th year and is the largest independent funder of ovarian cancer research in Australia.
- St. AgniminorThird-party brand sold through Witchery's curated marketplace offering shoes and accessories.
- Ugg Australian ShepherdminorThird-party shoe brand featured in Witchery's curated marketplace and brands section.
- Lana WilkinsonminorDesigner shoe brand collaboration with exclusive styles sold through Witchery's curated marketplace.
- Bondi ScentminorAustralian home fragrance brand offering scented candles through Witchery's curated marketplace.
- ToniMayminorJewellery brand featuring birthstone pieces sold through Witchery's curated marketplace.
- Daniel WellingtonminorWatch brand available through Witchery's curated marketplace.
- FloriettaminorAccessories brand available through Witchery's curated marketplace.
- CendreminorAccessories brand available through Witchery's curated marketplace.
- TJ SwimminorSwimwear brand featured in Witchery's curated marketplace clothing brands section.
- MiraklcoreTechnology platform powering Witchery's curated marketplace, enabling third-party brand sellers to list products with integrated checkout, loyalty rewards, and order tracking.
- UNiDAYSminorStudent discount partnership offering 15% off full-priced styles exclusively for UNiDAYS verified students.
- Media Partners (Nova, SmoothFM, Ooh!, Baker Studios, Cartology, Visual Thing)minorMedia and marketing partners supporting the White Shirt Campaign through promotional activities and earned media coverage.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Witchery competitors and assessment
Company assessmentBroad incumbents
- David Jones: Iconic Australian luxury department store and Witchery's distribution partner. Operates a broader apparel/luxury assortment that overlaps with Witchery's premium positioning across multi-brand retail and own-brand.
- Myer: Australia's largest department store chain and Witchery's wholesale/concession partner. Sells broad-line apparel across multiple price points, with Witchery serving as a premium women's concession inside Myer stores.
Emerging players
- The Iconic: Australia and New Zealand's largest online fashion marketplace, offering women's apparel, shoes, and accessories from hundreds of brands. Competes with Witchery's e-commerce and marketplace channel, especially among digitally native shoppers.
Direct peers
- Bardot: Australian fashion-forward womenswear retailer targeting the same fashion-conscious woman segment with event and occasion dressing. Operates comparable store footprint and e-commerce channel mix in AU/NZ.
- Forever New: Australian-founded contemporary womenswear brand with strong AU/NZ store footprint, dresses-led assortment, and accessible price points. Highly comparable vertical integration, store network, and target demographic.
- Cue Clothing Co. Australian premium womenswear brand with comparable tailored-workwear positioning, owned retail stores across AU/NZ, and direct-to-consumer e-commerce. Overlaps with Witchery on occasion dressing and Modern Professional customer.
- Sussan: Established Australian women's apparel retailer with multi-channel AU/NZ presence and similar mid-market price positioning. Targets comparable demographic of women seeking versatile everyday fashion.
- Trenery: Country Road Group's contemporary premium brand offering tailored womenswear with similar Australian-designed positioning. Directly overlaps Witchery's product mix and target customer in AU/NZ.
- Country Road: Australia's leading premium contemporary fashion brand and Witchery's closest direct competitor. Both target modern professional women with quality tailored womenswear across owned retail, e-commerce, and department store channels in AU/NZ.
- Seed Heritage: Australian/NZ contemporary fashion retailer offering women's, men's, and children's apparel at accessible premium price points. Competes directly with Witchery for the same Modern Professional Women segment across physical and digital channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Witchery social profiles
Digital presenceWitchery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Witchery leadership team
Management profileNumber of profiles
Witchery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Witchery 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 Witchery
What does Witchery do?
Witchery designs, sources, and retails women's clothing, shoes, and accessories under its own label, sold through company-owned stores, departmental concessions, an e-commerce site, and a mobile app. It also operates a curated marketplace of third-party brands and offers gift cards, a tiered loyalty program, and a charitable foundation initiative. The core customer is fashion-conscious Australian and New Zealand women seeking versatile, occasion-appropriate wardrobe staples.
Is Witchery a public or private company?
Witchery is a private company. It is classified as unknown and is currently operating.
When was Witchery founded?
Witchery was founded in 1970. It employs 101 to 250 people.
Where is Witchery based?
Witchery is headquartered in Melbourne, Australia, in the Oceania region.
How does Witchery make money?
Three revenue lines are on record. Apparel Sales are the primary driver. The others are gift Cards and curated Marketplace.
Who are Witchery's main competitors?
Broad incumbents on record are David Jones and Myer. The Iconic is listed as an emerging player. Direct peers are Bardot, Forever New, Cue Clothing Co., Sussan, Trenery, Country Road and Seed Heritage.
Does Witchery have an API?
No public API is recorded for Witchery.
What industry is Witchery in?
Witchery's product category is Women's Fashion Retail. Its primary akta.pro industry code is CRAAABAB, Women’s Apparel Retail, with a secondary code of CRAFABAA, Fashion & Accessories Marketplaces. Its NAICS code is 458 and its SIC code is 5621.