AS Colour
AS Colour designs, manufactures, and sells premium blank apparel for men, women, and kids through a dual wholesale (printers, decorators) and retail model across New Zealand, Australia, the US/Canada, UK, and Europe, operating 15+ owned stores and regional e-commerce sites.
- Company typePrivate
- Founded2005
- HeadquartersAuckland, New Zealand
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What AS Colour does
AS Colour is a New Zealand-owned premium blank apparel designer, manufacturer, and retailer founded in 2005 and headquartered in Auckland. The company produces blank garments for men, women, and kids — including T-shirts, hoodies, sweatshirts, trackpants, jackets, shirts, polos, shorts, pants, and a broad headwear line — across multiple branded franchise ranges (Staple, Classic, Heavy, Made, Relax, Box, Stencil, Organic, plus women's Maple/Martina/Mali) with weights ranging from 320 GSM mid-weight fleece to 470 GSM heavy duck canvas and incorporating organic cotton and recycled polyester blends.
The company serves a dual customer base. Its primary wholesale motion targets printers, embroiderers, and decorators — SMBs that purchase blank apparel in bulk and customize it via screen printing, DTG, embroidery, or heat pressing for resale. Supporting B2B services include a Relabelling Service, a Printers & Embroiderers Directory, and downloadable wholesale resources (colour cards, fabric ranges, PDF catalogues) accessible via a dedicated wholesale portal with account application. Volume-tiered pricing (1–9, 10–49, 50+ units) with discounts of approximately 30–35% on larger orders anchors the wholesale economics. Its consumer motion runs through 15+ owned physical retail stores across New Zealand (Auckland, Wellington, Christchurch, Dunedin, Queenstown, Riccarton, Mt Maunganui, Bay of Plenty) and regional e-commerce storefronts for NZ, Australia, US/Canada, UK, and Mainland Europe.
The core operational technology is a Dematic Multishuttle warehouse automation system installed in a 7,500 sqm Auckland facility, which delivered a 344% increase in throughput per employee and enables same-day dispatch for orders placed before 2pm NZST. The supply chain spans 32 garment factories across five levels and holds third-party verified certifications including OEKO-TEX Standard 100 (non-toxic dyes), Better Cotton Initiative membership, and amfori BSCI ethical compliance. The company received private equity backing from Direct Capital Private Equity in 2017 and in March 2026 signed its first international physical retail lease — a 4,351 sq ft space at Victoria Leeds in the UK — marking its entry into the British retail market.
AS Colour firmographics
Firmographics- Name
- AS Colour
- Legal name
- AS Colour
- Website
- https://ascolour.co.nz
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- AS Colour designs, manufactures, and sells premium blank apparel for men, women, and kids through a dual wholesale (printers, decorators) and retail model across New Zealand, Australia, the US/Canada, UK, and Europe, operating 15+ owned stores and regional e-commerce sites.
- Ownership category
- akta.pro rank
AS Colour industry classification
Industry- Product category
- Premium Blank Apparel
- NAICS
- Clothing and Clothing Accessories Merchant Wholesalers (424350), Clothing and Clothing Accessories Retailers (45811), Apparel Manufacturing (315)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Branded Merchandise & Promotional Apparel Wholesale (CRAOADAI)
- akta.pro secondary industries
- Outdoor & Active Lifestyle Apparel Retail (CRAAABAL), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)
Keywords
Where AS Colour is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices5 records
Markets served
AS Colour business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale Apparel Sales: AS Colour designs and manufactures premium blank apparel sold in bulk to wholesale customers including printers, embroiderers, and decorators. Volume-based pricing tiers offer discounts on larger orders (1-9, 10-49, 50+ units).
- Retail Apparel Sales: Direct-to-consumer sales through physical retail stores across New Zealand and e-commerce platform. Standard retail pricing with free shipping thresholds.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wholesale 1-9 units |
| Unit Pricing | Pay-as-you-go | Wholesale 10-49 units |
| Unit Pricing | Pay-as-you-go | Wholesale 50+ units |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
AS Colour product offering
Product offeringCore offering
AS Colour designs, manufactures, and sells premium blank apparel for men, women, and kids across categories including T-shirts, sweatshirts, hoods, trackpants, jackets, shirts, polos, shorts, pants, headwear, and accessories. Apparel is sold both wholesale (to printers, embroiderers, and decorators for customization) with tiered volume pricing, and directly to consumers through owned physical retail stores across New Zealand and a multi-region e-commerce platform. The line spans multiple franchise ranges (Staple, Classic, Heavy, Made, Relax, Box, Stencil, Organic, Maple, Martina, Mali) with weights from 320-470 GSM, plus supporting wholesale services such as relabelling and a decorators directory.
Product overview
AS Colour is a New Zealand-owned premium blank apparel retailer and wholesaler established in 2005, serving creators and makers who customize garments for resale. The core product is blank apparel across men's, women's, and kids' categories including T-shirts, sweatshirts, hoods, trackpants, jackets, shirts, headwear, and accessories. The portfolio includes branded franchise ranges (Staple, Classic, Heavy, Made, Relax, Box, Stencil, Organic, Maple, Martina, Mali) offering different fits, weights, and styles, plus an Outlet section for discounted clearance items. Supporting services include a Relabelling Service for wholesale branding, a Printers & Embroiderers Directory for customization, and multiple physical retail store locations across New Zealand. The product ecosystem is built around high-quality fabrics including organic cotton options, recycled polyester blends, and heavy duck canvas, with credentials including OEKO-TEX Standard 100 certification and Better Cotton Initiative membership.
Differentiator
Problem solved
Functional benefit
Products and services
- Premium Blank Apparel Premium blank apparel for men, women, and kids including T-shirts, tanks, longsleeves, sweatshirts, trackpants, shirts, polos, jackets, shorts, pants, headwear, and accessories, designed for creators and makers who customize and resell garments.
- Women's Box Hood (4171) Relaxed fit hooded sweatshirt made from 350 GSM mid-heavy weight fleece (80% cotton, 20% recycled polyester). Pullover design with drop shoulder, inset sleeves, kangaroo pocket, and self-fabric lined hood, suited for screen printing, DTG, and embroidery.
- Women's Relax Faded Track Pants (4938) Relaxed fit track pants in 320 GSM mid-weight fleece (80% cotton, 20% recycled polyester) with garment-dyed finish, elasticated waistband with tonal drawcord, side pockets, and back pocket.
- Canvas Heavy Cord Collar Jacket (5533) Heavy weight (470 GSM) jacket in 100% cotton duck canvas with polyester blanket body lining and recycled polyester padded sleeve lining. Features 16 wale contrast corduroy collar, YKK zips, multiple pockets, and adjustable cuffs and hem.
- Headwear Range Headwear collection including caps, snapbacks, five panel, truckers, bucket hats, wide brim hats, quick dry nylon, and beanies across multiple branded ranges (Surf, Finn, Stock, Access, Icon, Class, Frame, Mesh).
- Franchise Ranges Multiple curated product ranges including Staple, Classic, Heavy, Made, Relax, Box, Stencil, and Organic (for both genders), plus Maple, Martina, Mali, and Cropped for women's, with each range targeting specific fit, weight, and style preferences.
- Outlet Discounted clearance section offering reduced-price items from previous seasons or overstock, available online only across men, women, kids, and headwear.
- Relabelling Service Wholesale service allowing customers to relabel AS Colour products with their own branding for resale, supporting decorators and retailers who want to attach their own identity to the garments.
- Printers & Embroiderers Directory Resource directory connecting wholesale customers with local printing and embroidery service providers for garment customization.
- Retail Store Locations Physical retail stores across New Zealand including Auckland (Albany, Britomart, High St, Newmarket, Ponsonby, Sylvia Park, Symonds St, Westgate, Mānawa Bay), Wellington (Cuba St, Lambton Quay), Bay of Plenty (Mt Maunganui), Christchurch, Riccarton, Queenstown, and Dunedin.
- Relax Range Streetwear-ready collection featuring mid-weight, relaxed fit garments with no drawcords, designed for versatility and used as a wardrobe staple by printers and decorators.
Quantifiable outcome
- 344% increase in throughput per employee with Dematic Multishuttle system
- +1 more outcomes
Companies that use AS Colour
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
AS Colour technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
AS Colour partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Victoria Leeds (Redical)coreAS Colour signed for a 4,351 sq ft space in the historic Victoria Quarter at Victoria Leeds, marking the New Zealand-born retailer's Yorkshire debut. This expansion follows international retailers selecting Victoria Leeds for expansion, attracted by the scheme's premium tenant mix and strategic leasing approach.
- DematiccoreDematic, a KION Group subsidiary, implemented automation solutions including AMR robots, AutoStore systems, and Multishuttle technology for AS Colour. The company achieved a 344 percent increase in throughput per employee after installing the Dematic Multishuttle system in its 7,500-square-meter New Zealand warehouse. This partnership enables AS Colour to offer same-day dispatch for orders placed before 2pm NZST.
- ImpacTexminorPartnered with ImpacTex to provide a circular waste solution for unwanted or unwearable clothes, supporting AS Colour's textile recycling and sustainability initiatives.
- ReemiminorAS Colour has partnered with Reemi, a non-profit organisation providing culturally appropriate, sustainable and innovative period products to people in developing countries, supporting period equity initiatives.
Scale indicators4 records
Recent moves4 records
Expansion highlights5 records
AS Colour competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
AS Colour social profiles
Digital presenceAS Colour compliance and trust
Trust signalCompliance4 records
AS Colour financial estimates
Financial estimateRevenue estimate
Valuation estimate
AS Colour leadership team
Management profileNumber of profiles
AS Colour funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AS Colour 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 AS Colour
What does AS Colour do?
AS Colour designs, manufactures, and sells premium blank apparel for men, women, and kids across categories including T-shirts, sweatshirts, hoods, trackpants, jackets, shirts, polos, shorts, pants, headwear, and accessories. Apparel is sold both wholesale (to printers, embroiderers, and decorators for customization) with tiered volume pricing, and directly to consumers through owned physical retail stores across New Zealand and a multi-region e-commerce platform. The line spans multiple franchise ranges (Staple, Classic, Heavy, Made, Relax, Box, Stencil, Organic, Maple, Martina, Mali) with weights from 320-470 GSM, plus supporting wholesale services such as relabelling and a decorators directory.
Is AS Colour a public or private company?
AS Colour is a private company. It is classified as private equity controlled and is currently operating.
When was AS Colour founded?
AS Colour was founded in 2005. It employs 51 to 100 people.
Where is AS Colour based?
AS Colour is headquartered in Auckland, New Zealand, in the Oceania region.
How does AS Colour make money?
Two revenue lines are on record. Wholesale Apparel Sales are the primary driver. The others are retail Apparel Sales.
Does AS Colour have an API?
No public API is recorded for AS Colour.
What industry is AS Colour in?
AS Colour's product category is Premium Blank Apparel. Its primary akta.pro industry code is CRAOADAI, Branded Merchandise & Promotional Apparel Wholesale, with a secondary code of CRAAABAL, Outdoor & Active Lifestyle Apparel Retail. Its NAICS code is 424350 and its SIC code is 5130.