What Designworks does

Designworks is an Australian B2B wholesale company that designs, develops, produces, and distributes apparel, footwear, accessories, and sporting equipment for major and independent retailers. Founded in 1993 and headquartered in Cremorne, Melbourne, the company operates as a division of Brand Collective Pty Ltd (ABN 34 098 742 628), which was formed in April 2022 through the merger of Designworks and Brand Collective under LK Group ownership following LK Group's December 2020 acquisition of Designworks and July 2021 acquisition of Brand Collective. The combined Brand Collective entity is now the 3rd largest retail company in Australia, employing over 3,000 staff. Designworks itself runs a 100+ person team spanning design, production, sales, and marketing, and serves as a full-service partner to retailers, brand licensors, and industry clients.

The business operates two core service lines: "Brands & Licenses," which develops long-term strategic licensing partnerships covering research, design, sourcing, and production; and "Distribution," which provides wholesale supply with creative development and demand planning support. Its portfolio includes 17+ licensed brands (Bluey, Disney, Warner Bros, Australian Open, Peter Rabbit, The Wiggles, Umbro, Volley, Zoo York) and owned brands (Everlast, Lonsdale London, Grosby, Mooks, Mossimo, Pavement, Slazenger), spanning categories from infant and kidswear to menswear, womenswear, activewear, workwear, and sporting goods. Revenue is generated through one-time license fees, wholesale product margins to retailers, and licensing royalties; pricing is negotiated directly with retail partners and is not publicly disclosed. Distribution channels are single-country (Australia), targeting major retailers such as Target and Big W, department stores, grocery chains, mass merchants, and independent fashion retailers.

Designworks does not rely on proprietary technology platforms; its competitive positioning rests on long-standing retailer and licensor relationships, a broad premium licensed-brand portfolio (notably its early-stage Bluey partnership with BBC Studios), a comprehensive Ethical Sourcing Program with supplier auditing and Bangladesh Accord signatory status, and the scale benefits of operating within Brand Collective's broader retail and wholesale operations. ESG positioning is reinforced through partnerships with Oxfam (living wages), Baptist World Aid (Behind the Barcode Ethical Fashion Report), and the Australian Packaging Covenant. A May 2024 product safety recall on a Peter Rabbit infant garment indicates active regulatory and compliance operations.

Name

Designworks

Legal name

Brand Collective Pty Ltd

Website

https://designwcc.com.au

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

Designworks is an Australian B2B wholesale company that designs, develops, and distributes licensed and owned apparel, footwear, accessories, and sporting equipment to major retailers including Target, operating as a division of Brand Collective (Australia's 3rd largest retail company).

Ownership category

akta.pro rank

Product category

Licensed Apparel and Footwear Wholesale Distribution

NAICS

Apparel Manufacturing (315), Footwear Manufacturing (3162), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Sporting & Athletic Goods, Nec (3949), Footwear, (No Rubber) (3140)

akta.pro primary industry

Footwear Manufacturing (OEM/ODM & Private Label) (CRAAACAJ)

akta.pro secondary industries

Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE), Headwear Manufacturing (Hats/Caps/Beanies) (IMAOAFAA), Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards) (EDAEAIAG)

Keywords

• Licensed apparel distribution
• Wholesale fashion sourcing
• Brand licensing services
• Apparel design production
• Footwear accessories wholesale

Headquarters

HQ city

Richmond

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Licensed Product Sales: Designworks designs, develops, and distributes licensed branded products (apparel, footwear, accessories) for major entertainment and sports brands including Bluey, Disney, Australian Open, Warner Bros, and others. Revenue is generated through wholesale sales to major and independent retailers.
2. Owned Brands Distribution: Distribution and sales of owned and private label product across apparel, footwear, and sporting equipment categories to major retail partners.
3. Brand Licensing Partnerships: Long-term strategic licensing partnerships where Designworks manages design, production, and marketing of licensed products on behalf of brand owners, earning royalties and wholesale margins.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Designworks designs, develops, produces, and distributes apparel, footwear, accessories, and sporting equipment on behalf of licensed brands and owned brands. The company operates as a B2B wholesaler and licensing partner, serving major retailers, independent retailers, department stores, grocery chains, and mass merchants across Australia. It manages product portfolios across infant, kids, menswear, womenswear, activewear, and sports sectors for brand owners including Bluey, Disney, Australian Open, Warner Bros, Lonsdale London, Everlast, Slazenger, Volley, Umbro, and others.

Product overview

Designworks is a design, development, production, and distribution company for apparel, footwear, accessories, and sporting equipment. The company operates as part of Brand Collective (now the 3rd largest retail company in Australia) and manages owned, licensed, and private label products across numerous categories including infant, kids, menswear, womenswear, activewear, and sports sectors. The company offers two main service streams: Brands & Licenses (strategic development of licensor brands through research, design, sourcing, and production) and Distribution (wholesale distribution supporting creative development and supply/demand planning). Product categories span Workwear, Manchester & Home, Accessories, Bags, Footwear, Sport Equipment, Swimwear, Headwear, Underwear/Socks/Loungewear, Menswear, Womenswear, Activewear, Infant, and Kidswear. The portfolio includes owned brands (Everlast, Grosby, Lonsdale London, Mooks, Mossimo, Pavement, Slazenger) and licensed brands (Australian Open, Bluey, Disney, Peter Rabbit, The Wiggles, Umbro, Volley, Warner Bros, Zoo York, The Grace Society).

Differentiator

Problem solved

Functional benefit

Products and services

• Brands & Licenses Long-term strategic licensing partnership service that develops licensor brands and properties through collaborative partnerships, covering research, design, sourcing, and production of licensed products. Targeted at entertainment companies, sports organizations, and fashion brand owners seeking licensing partners.
• Distribution Wholesale distribution service with retail focus, supporting creative development and supply and demand planning across various trading models. Targeted at major retailers, independent retailers, department stores, grocery chains, and mass merchants in Australia.
• Bluey Licensed Products Bluey animated TV series licensed product line including apparel, sleepwear, footwear, homewares, accessories, and swimwear. Distributed wholesale to Australian retailers on behalf of BBC Studios.
• Disney Licensed Products Disney licensed apparel and accessories product line spanning multiple Disney properties and character franchises. Distributed wholesale to Australian retailers.
• Australian Open Licensed Products Official Australian Open tennis tournament licensed apparel, headwear, accessories, and merchandise distributed wholesale to Australian retailers.
• Peter Rabbit Licensed Products Peter Rabbit licensed infant apparel, sleepwear, and homewares including the Peter Rabbit Newborn Unisex Bunnysuit, sold at Target Australia and other retailers.
• The Wiggles Licensed Products The Wiggles children's entertainment brand licensed apparel, sleepwear, and accessories distributed wholesale to Australian retailers.
• Warner Bros Licensed Products Warner Bros licensed merchandise including Olympic-themed products and entertainment property merchandise distributed wholesale to Australian retailers.
• Lonsdale London Branded Products Lonsdale London boxing and martial arts inspired apparel brand offering menswear, womenswear, activewear, underwear, socks, loungewear, kidswear, and accessories distributed wholesale to Australian retailers.
• Everlast Branded Products Everlast boxing and combat sports brand offering workwear, footwear, bags, and apparel distributed wholesale to Australian retailers.
• Slazenger Branded Products Slazenger sporting brand offering footwear, apparel, and sport equipment distributed wholesale to Australian retailers.
• Volley Branded Products Volley footwear brand distributed wholesale to Australian retailers.
• Umbro Branded Products Umbro sports brand licensed performance apparel, footwear, and sporting goods distributed wholesale to Australian retailers.
• Mossimo Branded Products Mossimo fashion apparel brand distributed wholesale to Australian retailers.
• Pavement Branded Products Pavement fashion apparel brand distributed wholesale to Australian retailers.
• Zoo York Branded Products Zoo York urban streetwear and lifestyle apparel brand distributed wholesale to Australian retailers.
• Mooks Branded Products Mooks children's apparel brand distributed wholesale to Australian retailers.
• Grosby Branded Products Grosby footwear and accessories brand distributed wholesale to Australian retailers.
• The Grace Society Branded Products The Grace Society charity licensed apparel and merchandise distributed wholesale to Australian retailers.

Quantifiable outcome

• One of Australia's largest full-service apparel and footwear teams with 100+ staff
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

24 partnerships are on record, tiered core, major and minor.

• Brand CollectivecoreStrategic or Co-development Partner · 1 July 2021Brand Collective acquired by LK Group in July 2021. In April 2022, both Designworks and Brand Collective merged to form a larger Brand Collective entity, now the 3rd largest retail company in Australia with over 3,000 staff.
• Bangladesh Fire and Safety AccordmajorStrategic or Co-development PartnerDesignworks is a proud signatory to the Bangladesh Fire and Safety Accord, supporting safety of all garment factory workers in Bangladesh following the Rana Plaza Factory Collapse. Designworks provides continued support to ensure all workers have the right to work in safe workplaces.
• OxfammajorStrategic or Co-development PartnerDesignworks is working with Oxfam on their living wage journey. Living wages is an exceptionally complex issue which requires collaborative approaches. Designworks supports Oxfam's work in progressing the living wage agenda.
• Baptist World AidmajorStrategic or Co-development PartnerDesignworks engages closely with Baptist World Aid and supports their work in progressing and shaping the Australian fashion industry in terms of corporate social responsibility. Designworks completes the annual Behind the Barcode Ethical Fashion Report survey.
• Australian Packaging CovenantminorStrategic or Co-development PartnerDesignworks is a signatory to the Australian Packaging Covenant through their parent company The PAS Group. Designworks is working to ensure all packaging is Reusable, Recyclable or Compostable in line with Australian Governments 2025 commitment.
• Open Apparel RegistryminorStrategic or Co-development PartnerThe Open Apparel Registry is a transparency program offering collective grouping of fashion company factories. Designworks' full factory list is on the registry under their parent company The PAS Group.
• Mums Supporting Families in NeedminorStrategic or Co-development PartnerDesignworks donates fabric samples, garment samples and damaged samples to Mums Supporting Families in Need based on the Mornington Peninsula. These samples are converted into rags for profit for the charity.
• Australian OpenmajorOEM/ Whitelabel/ Licensing PartnerOfficial licensing partner for Australian Open branded apparel, footwear, and accessories across multiple product categories.
• Bluey (BBC Studios)majorOEM/ Whitelabel/ Licensing PartnerOne of Bluey's earliest licensing partners. Designworks develops and distributes Bluey branded products including apparel and sleepwear, footwear, home and accessories, with strong commitment to sustainable practices.
• DisneymajorOEM/ Whitelabel/ Licensing PartnerLicensing partner for Disney branded apparel and accessories across multiple Disney properties and character franchises.
• Warner BrosmajorOEM/ Whitelabel/ Licensing PartnerLicensing partner for Warner Bros branded products including Olympics collections and various entertainment properties.
• Lonsdale LondonmajorOEM/ Whitelabel/ Licensing PartnerDesignworks manages Lonsdale London branded apparel, footwear, and accessories across menswear, womenswear, activewear, and kidswear categories.
• EverlastmajorOEM/ Whitelabel/ Licensing PartnerLicensing partner for Everlast branded workwear, accessories, and sporting equipment products.
• VolleymajorOEM/ Whitelabel/ Licensing PartnerLicensing partner for Volley branded footwear and accessories.
• SlazengermajorOEM/ Whitelabel/ Licensing PartnerLicensing partner for Slazenger branded footwear, apparel, and sporting equipment.
• UmbromajorOEM/ Whitelabel/ Licensing PartnerLicensing partner for Umbro Performance branded apparel and sporting goods.
• Peter RabbitmajorOEM/ Whitelabel/ Licensing PartnerLicensing partner for Peter Rabbit branded children's apparel including infant and toddler ranges.
• The WigglesmajorOEM/ Whitelabel/ Licensing PartnerLicensing partner for The Wiggles branded children's apparel and accessories.
• Zoo YorkminorOEM/ Whitelabel/ Licensing PartnerLicensing partner for Zoo York branded streetwear and lifestyle apparel.
• MossimomajorOEM/ Whitelabel/ Licensing PartnerLicensing partner for Mossimo branded fashion apparel and accessories.
• GrosbyminorOEM/ Whitelabel/ Licensing PartnerLicensing partner for Grosby branded footwear and accessories.
• MooksminorOEM/ Whitelabel/ Licensing PartnerLicensing partner for Mooks branded children's apparel.
• PavementminorOEM/ Whitelabel/ Licensing PartnerLicensing partner for Pavement branded fashion apparel.
• The Grace SocietyminorOEM/ Whitelabel/ Licensing PartnerLicensing partner for The Grace Society branded apparel and merchandise.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Sass & Bide: Australian designer fashion apparel brand with wholesale and licensing distribution into major department stores and specialty retailers. Comparable as an Australian fashion brand with similar major-retail customer mix.
• Authentic Brands Group: Global brand licensing platform that acquires and licenses consumer brand IP across apparel, footwear, and accessories. Highly comparable to Designworks’ licensed-brand model for Disney, Warner Bros, and similar entertainment properties.
• Pentland Group: UK-headquartered owner and licensor of sports and lifestyle footwear and apparel brands (Speedo, Berghaus, etc.). Directly comparable to Designworks’ management of Umbro, Slazenger, Everlast, and Volley as third-party and owned sports brands.
• Bioworld Merchandising: US-based manufacturer and global distributor of licensed apparel, accessories, and home goods for entertainment and character brands. Operates a near-identical ODM/private-label design-to-wholesale model for properties comparable to Bluey, Disney, and Warner Bros.
• Quiksilver: Australian-origin global action-sports apparel, footwear, and accessories brand. Highly comparable in design, sourcing, and wholesale distribution for sports-lifestyle categories overlapping with Slazenger, Umbro, and Everlast.
• Cotton On Group: Australian-headquartered global apparel and footwear retailer and brand owner with similar youth and family orientation. Direct comparable in Australia for size, vertical integration, and brand-portfolio breadth serving the same major retail channels.
• Billabong Group: Australian action-sports apparel, footwear, and accessories brand owner now under Boardriders. Comparable in heritage, Australian origin, and sports-lifestyle brand portfolio adjacency to Designworks’ Lonsdale, Volley, and Slazenger relationships.
• Hanes Australasia (formerly Pacific Brands): Australian apparel and underwear brand owner and licensor (Bonds, Berlei, Sheridan). Closest Australian peer in operating as an integrated brand-owner/licensor with mass and department-store distribution — directly comparable to Designworks’ owned-brand and licensing strategy.

Broad incumbents

• Fanatics: Global sports merchandise and licensed apparel platform with major sports-league licensing relationships. Operates at vastly larger scale but in an adjacent licensing-and-distribution model for sports IP comparable to Designworks’ Australian Open and sports-brand portfolio.
• Li & Fung: Hong Kong-listed global apparel and footwear design, sourcing, and distribution platform serving major retailers and brand owners. Operates at vastly larger scale than Designworks but in the same end-to-end design-to-wholesale value chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/brand-collective-pty-ltd
• Instagraminstagram.com/designworks_intl

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Designworks