What APG & Co does

APG & Co is a privately held Australian fashion holding company that owns and operates three heritage fashion brands: Sportscraft (founded 1914), Saba (founded approximately 50 years ago by Joe Saba), and JAG (founded 1972 by Adele Palmer in Melbourne). The company, established around 1970 and headquartered in Alexandria, Australia, positions itself as a curator of iconic Australian fashion brands, with each brand maintaining a distinct identity — Sportscraft for classic Australian lifestyle and consistent fit, Saba for superior tailoring and modern simplicity, and JAG as the original Australian denim brand.

The company operates a direct-to-consumer retail model, distributing its brands through three channels: brand-owned freestanding retail stores across Australia, concession stores within David Jones department stores, and brand-specific e-commerce websites. Sportscraft alone is sold in over 200 locations across Australia. With a reported headcount of 251-500 employees, APG & Co generates revenue through one-time sales of apparel and accessories targeting Australian men and women seeking work wear, casual wear, and after-work attire with authentic Australian style. The company is self-funded (no external institutional investors disclosed), operates exclusively within Australia, and shows no disclosed AI/ML, proprietary technology, patents, or formal partnerships beyond the David Jones concession relationship.

Name

APG & Co

Legal name

APG & Co

Website

https://apgandco.com.au

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

251–500 employees

Short description

APG & Co is a privately held Australian fashion holding company that owns and operates three heritage brands — Sportscraft (founded 1914), Saba, and JAG (founded 1972) — selling apparel and accessories to Australian consumers through brand-owned freestanding stores, David Jones concessions, and dedicated e-commerce websites.

Ownership category

akta.pro rank

Headquarters

HQ city

Alexandria

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Apparel and Fashion Retail: APG & Co generates revenue through the sale of apparel and accessories under its portfolio of Australian fashion brands (Sportscraft, Saba, JAG) via physical retail stores and e-commerce platforms.

Go-to-market motion1 record

Distribution channels3 records

Core offering

APG & Co operates as an Australian fashion holding company that designs, sources, and retails apparel and accessories under three heritage brands—Sportscraft, Saba, and JAG. Products are sold to Australian consumers through owned freestanding retail stores, concession stores within David Jones department stores, and brand-specific e-commerce websites. Each brand is positioned for a distinct style segment, including classic lifestyle, modern tailoring, and denim.

Product overview

APG & Co. is an Australian fashion holding company that curates a collection of iconic fashion brands. The company operates a portfolio of three distinct fashion brands—Sportscraft (established in 1914, offering quality clothing and accessories for men and women), Saba (founded by Joe Saba, focused on superior tailoring and modern simplicity with over 50 years of heritage), and JAG (the original Australian denim brand founded in 1972). These brands are sold through freestanding stores, concession stores (including David Jones), and online channels, with Sportscraft alone available at over 200 locations across Australia.

Differentiator

Problem solved

Functional benefit

Brands

• Sportscraft: One of Australia's most trusted fashion and lifestyle brands renowned for outstanding quality and consistent fit, providing inspiration to the Australian man and woman with clothing and accessories that epitomize authentic Australian style.
• Saba
• JAG

Products and services

• Sportscraft Founded in 1914, Sportscraft is one of Australia's most trusted fashion and lifestyle brands, providing a range of clothing and accessories for men and women that epitomise authentic Australian style with outstanding quality and consistent fit. Sold through freestanding stores, David Jones concessions, and online.
• Saba A thought-provoking take on the classic Australian wardrobe, Saba is defined by superior tailoring and modern simplicity, offering an effortless and considered design signature for men and women. Founded by Joe Saba with a focus on improvement and innovation, Saba delivers garments infused with integrity and passion across work and contemporary wardrobes.
• JAG Founded in 1972 by Adele Palmer on Chapel Street in Melbourne, JAG is the original Australian denim brand known for creating modern fashion denim with great fit and a casual urban range designed to be worn back with denim for work, after work, and on the weekend.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights2 records

Broad incumbents

• Uniqlo (Fast Retailing): Uniqlo is a Japanese global apparel retailer with growing Australian store presence. It competes for similar workwear, casualwear, and basic wardrobe customers as APG & Co's Sportscraft and Saba brands, with strong quality and value positioning.
• Myer Holdings: Myer is Australia's largest department store chain, which both competes with and carries APG & Co brands through concession arrangements. It is a relevant incumbent peer given its dominant role in Australian apparel distribution and its department store channel overlap with David Jones concessions.
• Zara (Inditex): Zara is the flagship fast-fashion brand of Spanish-listed Inditex with extensive Australian retail presence. It competes with APG & Co's brands across lifestyle, tailored, and denim categories through aggressive trend-led merchandise cycles.
• H&M: H&M is a Swedish global fast-fashion retailer with significant Australian store and online presence. It competes with APG & Co's brands across accessible fashion price points and accelerates trend-cycle pressure on the mid-market segment.
• Kmart Australia: Kmart Australia is a Wesfarmers-owned mass-market discount retailer selling apparel alongside general merchandise. It is a relevant incumbent competitor compressing price points in the Australian apparel market where APG & Co's mid-market brands operate.

Direct peers

• Mosaic Brands: Mosaic Brands is an Australian multi-brand apparel retailer owning brands including Noni B, Rockmans, Millers, Katies, and Rivers. Comparable to APG & Co as a multi-brand Australian fashion platform targeting mid-market consumers through specialty retail stores and online.
• Country Road Group: Country Road Group is an Australian-owned multi-brand fashion portfolio including Country Road, Trenery, Witchery, and Mimco. It is the most directly comparable peer to APG & Co as both are heritage Australian multi-brand fashion houses selling apparel and accessories across physical retail, concessions, and e-commerce.
• Seed Heritage: Seed Heritage is an Australian premium fashion brand for women, men, and children operated by Scott Everett Group. Comparable to APG & Co as an Australian heritage-positioned apparel brand selling through freestanding stores and online in similar premium-leaning segments.
• Premier Investments: Premier Investments owns and operates a portfolio of Australian apparel brands including Just Jeans, Jay Jays, Peter Alexander, Portmans, and Dotti. It is a multi-brand specialty apparel retailer with a similar Australian market focus and comparable store footprint economics.
• Cotton On Group: Cotton On Group is an Australian-founded global apparel and accessories retailer with brands including Cotton On, Cotton On Kids, Supre, and Factorie. Comparable to APG & Co as an Australian-headquartered multi-brand fashion business with strong domestic presence and significant physical retail footprint.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat3 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

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 APG & Co