RB Sellars
RB Sellars is an Australian specialty apparel retailer, founded in 1996, that designs and sells Australian-cotton workshirts, merino base layers, oilskin outerwear, and complementary casual clothing to consumers and corporate uniform customers across Australia and New Zealand through DTC e-commerce, physical stores, and a B2B channel.
- Company typePrivate
- Founded1996
- HeadquartersBurnley, Australia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What RB Sellars does
RB Sellars is an Australian privately held apparel retailer and designer founded in 1996, specialising in workshirts and outdoor lifestyle clothing. The company's product portfolio is anchored on its Burton (men's) and Sandy (women's) Australian-cotton workshirt ranges, complemented by a broader assortment spanning casual shirts, denim, knitwear, rugby tops, merino base layers, and dedicated men's, women's, and kids/teens collections. It also operates the Khancoban sub-brand for premium waterproof oilskin jackets and vests, and offers complementary third-party brands such as Ariat footwear and Stetson and SunBody hats. A kids-oriented Springfield & Territory Range extends the workshirt franchise to younger customers, and Australian-grown cotton and Australian merino are positioned as material differentiators throughout the catalogue.
The business runs on a direct-to-consumer model through an owned Shopify e-commerce platform (rbsellars.com.au) supplemented by a network of physical retail stores across Australia. Distribution is supported by Australia Post for domestic fulfilment and DHL Express for New Zealand orders, with payment acceptance spanning major card networks plus Apple Pay, Google Pay, Shop Pay, PayPal, and Union Pay. A dedicated B2B channel, RB For Business, provides separate quoting and bulk ordering for corporate and uniform customers, while promotional bundle pricing (e.g., four workshirts for A$220) is used to drive volume across the DTC base.
Commercial activity is concentrated in Australia and New Zealand, with international orders outside those markets explicitly not accepted. Marketing is multi-channel, combining Facebook, Instagram, and TikTok organic social, email newsletters, and an editorial blog (Out Here) targeting rural and regional Australian lifestyle audiences. The head office is located in North Geelong, Victoria, and the company employs 51–100 people. RB Sellars operates as an independent retailer with no disclosed venture capital, private equity, or parent-company ownership in the source data.
RB Sellars firmographics
Firmographics- Name
- RB Sellars
- Legal name
- RB Sellars
- Website
- https://rbsellars.com.au
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- RB Sellars is an Australian specialty apparel retailer, founded in 1996, that designs and sells Australian-cotton workshirts, merino base layers, oilskin outerwear, and complementary casual clothing to consumers and corporate uniform customers across Australia and New Zealand through DTC e-commerce, physical stores, and a B2B channel.
- Ownership category
- akta.pro rank
RB Sellars industry classification
Industry- Product category
- Outdoor Workwear Apparel
- NAICS
- Apparel Manufacturing (315), Cut and Sew Apparel Manufacturing (3152), Apparel Accessories and Other Apparel Manufacturing (31599)
- SIC
- Retail-Apparel & Accessory Stores (5600), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)
- akta.pro primary industry
- Tops & Shirts Cut & Sew (T-Shirts/Shirts/Blouses) (IMAOAEAE)
- akta.pro secondary industry
- Denim & Bottoms Cut & Sew (Jeans/Trousers/Shorts) (IMAOAEAD)
Keywords
Where RB Sellars is headquartered
LocationHeadquarters
- HQ city
- Burnley
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
RB Sellars business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure, Technology or R&D
Revenue model
- Direct Retail Sales: Direct retail sales of apparel through e-commerce platform and physical store locations. Revenue generated from one-time product purchases across men's, women's, and kids categories. Offers bundle deals and promotional pricing to drive volume.
- Business/Corporate Uniform Sales: Dedicated B2B channel for corporate and uniform orders, offering bulk purchasing arrangements for businesses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Burton Workshirts - 4 for $220 |
| Unit Pricing | Pay-as-you-go | Sandy Workshirts - Women's Bundle |
| Unit Pricing | Pay-as-you-go | Junior Workshirts - 2 for $85 |
| Unit Pricing | Pay-as-you-go | Fine Cotton Shirts - 2 for $140 |
| Unit Pricing | Pay-as-you-go | Denim - 2 for $160 |
| Unit Pricing | Pay-as-you-go | Khancoban Oilskin Jacket - $369.95 |
| Other | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
RB Sellars product offering
Product offeringCore offering
RB Sellars designs, sources, and retails Australian outdoor and workwear apparel, primarily workshirts made from Australian-grown cotton and merino wool, through its own e-commerce platform (rbsellars.com.au) and physical store network across Australia and New Zealand. The company also operates a dedicated B2B corporate uniform ordering channel (RB For Business) for businesses seeking bulk workwear and team apparel.
Product overview
RB Sellars is an Australian clothing retailer offering a comprehensive e-commerce platform built on Shopify. The product portfolio centers on workshirts (the Burton and Sandy ranges) made from Australian cotton and merino wool, alongside full men's, women's, and children's clothing collections including casual wear, outdoor apparel, and workwear. Key sub-brands include Khancoban by RB Sellars (premium oilskin jackets and vests), and the Springfield & Territory junior ranges. The company also offers B2B corporate uniform services through RB For Business, gift cards, and promotional bundle deals. The online store operates with standard e-commerce functionality including multiple payment options and shipping to Australia and New Zealand.
Differentiator
Problem solved
Functional benefit
Brands
- Khancoban by RB Sellars: Premium oilskin jackets and vests product line featuring waterproof outerwear for outdoor use.
Products and services
- Workshirts (Burton Range)
Companies that use RB Sellars
Customer profileSegments4 records
Ideal customer profiles2 records
RB Sellars technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
RB Sellars partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Australia PostcorePrimary shipping partner for Australian domestic orders. Offers Express (1-2 business days metro, 2-5 regional/rural) and Standard (2-3 business days metro, 3-7 regional/rural) delivery options. Integration includes MyPost tracking and digital delivery notifications.
- DHL ExpresscoreInternational shipping partner for New Zealand orders. Provides 1-3 business day delivery with options for scheduled delivery, alternate address, safe place drop-off, neighbor delivery, and service point collection.
- Payment ProviderscoreAccepts multiple payment methods including American Express, Apple Pay, Google Pay, Mastercard, PayPal, Shop Pay, Union Pay, and Visa.
- Ariat BootsminorThird-party brand available for purchase in stores and online. RB Sellars stocks Ariat boots as part of complementary outdoor/footwear offering.
- Stetson HatsminorThird-party brand stocked in stores and online. Stetson hats available as complementary accessory to RB Sellars apparel range.
- SunBody HatsminorIn-store exclusive brand featuring SunBody hats. Available only at physical RB Sellars store locations.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
RB Sellars competitors and assessment
Company assessmentDirect peers
- KingGee: KingGee is one of Australia's most established workwear brands, producing work shirts, pants, hi-vis, and safety workwear for trades and rural workers. It competes head-to-head with RB Sellars' core Burton and Sandy workshirt ranges in the same channels (trade, retail, B2B uniform) with comparable positioning and price points.
- Akubra: Akubra is an iconic Australian heritage brand making felt hats and complementary apparel/outdoor accessories. It shares RB Sellars' rural/outdoor customer base and Australian-made provenance positioning, and is stocked in similar rural and lifestyle retail channels.
- Driza-Bone: Driza-Bone is an Australian heritage brand best known for its oilskin coats, jackets, and vests—directly comparable to RB Sellars' Khancoban sub-brand. It serves the same wet-weather, rural, and outdoor customer in Australia with overlapping product, positioning, and price points.
- Hard Yakka: Hard Yakka is a heritage Australian workwear brand focused on durable, functional clothing for tradespeople, rural workers, and outdoor labor. Its product mix (workshirts, work pants, work denim, hi-vis) directly overlaps with RB Sellars' workwear range and serves the same end customer.
- R.M.Williams: R.M.Williams is an iconic Australian heritage brand selling shirts, workwear, boots, and outdoor apparel to rural and lifestyle customers with a similar provenance and craftsmanship narrative to RB Sellars. Both target the rural/outdoor Australian lifestyle customer, with R.M.Williams operating at a premium tier.
Regional players
- Country Road: Country Road is a leading Australian apparel and lifestyle brand with strong DTC, physical retail, and wholesale presence. It serves a similar Australian lifestyle customer with comparable product categories (shirts, knitwear, outerwear, accessories) at a comparable-to-higher price tier.
- Macpac: Macpac is a New Zealand-origin outdoor apparel and equipment brand now operating across Australia and NZ. It overlaps with RB Sellars in the outdoor apparel category and shares the Australasian geographic footprint, though it focuses more on technical hiking and outdoor use cases.
- Kathmandu: Kathmandu is a leading Australia and New Zealand outdoor and travel apparel and equipment retailer with comparable geographic footprint (AUS/NZ), DTC e-commerce, and physical retail. While focused more on travel/outdoor than workwear, it competes for the same Australian outdoor consumer wallet.
Broad incumbents
- Canterbury of New Zealand: Canterbury is a heritage rugby and outdoor apparel brand with strong ANZ presence. Its rugger product line and teamwear business overlap with RB Sellars' Rugger range and B2B uniform channel, with comparable ANZ distribution and rural/sporting customer base.
- Patagonia: Patagonia is a global outdoor apparel brand with strong Australian operations, competing in technical and lifestyle outdoor categories (fleece, jackets, base layers). It overlaps with RB Sellars' merino base layers and outdoor outerwear lines but operates from a premium, sustainability-led position with much broader scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
RB Sellars social profiles
Digital presenceRB Sellars financial estimates
Financial estimateRevenue estimate
Valuation estimate
RB Sellars leadership team
Management profileNumber of profiles
Profiles1 record
RB Sellars funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RB Sellars 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 RB Sellars
What does RB Sellars do?
RB Sellars designs, sources, and retails Australian outdoor and workwear apparel, primarily workshirts made from Australian-grown cotton and merino wool, through its own e-commerce platform (rbsellars.com.au) and physical store network across Australia and New Zealand. The company also operates a dedicated B2B corporate uniform ordering channel (RB For Business) for businesses seeking bulk workwear and team apparel.
Is RB Sellars a public or private company?
RB Sellars is a private company. It is classified as unknown and is currently operating.
When was RB Sellars founded?
RB Sellars was founded in 1996. It employs 51 to 100 people.
Where is RB Sellars based?
RB Sellars is headquartered in Burnley, Australia, in the Oceania region.
How does RB Sellars make money?
Two revenue lines are on record. Direct Retail Sales are the primary driver. The others are business/Corporate Uniform Sales.
Who are RB Sellars's main competitors?
Direct peers on record are KingGee, Akubra, Driza-Bone, Hard Yakka and R.M.Williams. Regional players are Country Road, Macpac and Kathmandu. Broad incumbents are Canterbury of New Zealand and Patagonia.
Does RB Sellars have an API?
No public API is recorded for RB Sellars.
What industry is RB Sellars in?
RB Sellars's product category is Outdoor Workwear Apparel. Its primary akta.pro industry code is IMAOAEAE, Tops & Shirts Cut & Sew (T-Shirts/Shirts/Blouses), with a secondary code of IMAOAEAD, Denim & Bottoms Cut & Sew (Jeans/Trousers/Shorts). Its NAICS code is 315 and its SIC code is 5600.