What Rothfield does

Rothfield is a privately-held Australian print management, brand, and logistics solutions company founded in 1987 by Hank Rothfield in Melbourne. Operating through the legal entity White Opal Pty. Ltd. and remaining family-controlled, the company employs 101-250 staff across offices in Melbourne (Port Melbourne headquarters with Truganina warehouse), Sydney, Brisbane, Auckland, and Hong Kong. Its customer base spans eight named vertical segments — Financial Services, Retail, Agency, Franchise, Health Care, FMCG, Not-for-Profit, and Professional Services — and includes enterprise accounts such as CBUS, TerryWhite Chemmart, Baby Bunting, Norton Rose Fulbright, Headspace, Bupa, and Australian Vintage.

The operational backbone is Rothfield Connect, a cloud-based brand and inventory management platform integrating digital asset management, dynamic templates, web-to-print, approval workflows, inventory visibility, ecommerce, and a business intelligence suite, with integrations to Shopify and WooCommerce. Around this platform sit 14 product lines organized into Brand services (print solutions, graphic design, direct communications, uniforms, promotional, signage) and Logistics services (3PL warehousing, order fulfillment, kitting, inventory management, distribution, ecommerce, and supply chain financing). The company claims the largest accredited and audited print and merchandise supplier base across Australia and New Zealand, with Hong Kong operations supporting Asia-Pacific sourcing, and guarantees 98% order fill accuracy on fulfillment work.

Rothfield generates revenue through a mix of professional services fees, managed services (3PL and logistics markups), subscription/recurring revenue from the Rothfield Connect platform, and product markups on promotional and merchandise items. Pricing is quote-based with multi-year enterprise contracts and no public pricing tiers, and go-to-market is direct via dedicated account managers, supplemented by self-serve ordering through Rothfield Connect for mid-market buyers. Marketing is content-led, with blog, case-study, and quiz-based lead generation supported by LinkedIn, Facebook, and Instagram presence and Google remarketing. The company holds no disclosed external funding, no parent entity, and no acquisitions beyond a direct mail business added during the 2010s.

Name

Rothfield

Legal name

White Opal Pty. Ltd

Website

https://rothfield.com.au

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Short description

Rothfield is a privately-held Australian print management, brand, and logistics solutions provider operating across Australia, New Zealand, and Hong Kong, serving enterprise customers across eight vertical segments through its proprietary Rothfield Connect platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Port Melbourne

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Print Management Services: Comprehensive print procurement and management services including offset and digital printing, graphic design, direct mail, and signage production. Revenue generated through service fees and markups on print procurement.
2. 3PL and Logistics Services: Third-party logistics including warehousing, order fulfillment, kitting, inventory management, and distribution. Revenue from storage fees, fulfillment fees, and distribution markups.
3. Brand and Design Services: Graphic design, signage, uniforms, and promotional products. Revenue generated through design fees and product markups.
4. Software Platform (Rothfield Connect): SaaS platform for brand management, inventory management, and procurement. Platform licensing as part of integrated service offering.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Rothfield provides end-to-end print management, brand communications, and logistics/fulfillment services for enterprise clients across Australia and New Zealand. Its core deliverable spans graphic design, offset and digital printing, signage, uniforms, promotional merchandise, direct mail, and 3PL warehousing, kitting, order fulfillment, distribution, and eCommerce fulfillment, all coordinated through Rothfield Connect — a proprietary cloud platform for brand asset management, inventory visibility, web-to-print, approvals, and reporting.

Product overview

Rothfield is a print management, brand, and logistics solutions company operating across Australia and New Zealand with over 30 years of experience. The core offering centers on Rothfield Connect, a cloud-based brand and inventory management platform that serves as the central hub for all services. This platform integrates with modules for digital asset management, inventory visibility, dynamic templates, web-to-print, approvals, and business intelligence. Supporting services include Print Solutions, Graphic Design, Direct Communications, Uniforms, Promotional, and Signage for brand-related needs, while logistics services encompass 3PL Warehousing, Order Fulfillment, Kitting, Inventory Management, Distribution, eCommerce (with Shopify and WooCommerce support), and Supply Chain Financing. The company serves diverse industry sectors including Financial Services, Retail, Agency, Franchise, Health Care, FMCG, Not-for-Profit, and Professional Services.

Differentiator

Problem solved

Functional benefit

Brands

• Rothfield Connect: A cloud-based online platform for managing brand communications, inventory, digital assets, web-to-print, approvals, and reporting.

Products and services

• Rothfield Connect Cloud-based brand and inventory management platform offering digital asset management, dynamic templates, web-to-print, approval workflows, digital artwork creation, and business intelligence reporting, designed for multi-site enterprises that need brand consistency and procurement control.
• Print Solutions High-impact offset and digital print solutions for corporate stationery, marketing materials, packaging, retail, signage, vehicle wraps, apparel, and promotional merchandise, delivered through a consolidated supplier network across Australia and New Zealand.
• Graphic Design
• Direct Communications
• Uniforms
• Promotional
• Signage
• 3PL Warehousing
• Order Fulfillment
• Kitting
• Inventory Management
• Distribution
• eCommerce
• Supply Chain Financing

Named customers10 records

Segments8 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• FSC Certified SupplierscoreStrategic or Co-development PartnerPartnership with Forest Stewardship Council certified suppliers for sustainable print production. Suppliers must meet environmental standards for responsible forestry practices.
• Climate FriendlycoreStrategic or Co-development PartnerCarbon offset partnership through Climate Friendly Verified Carbon Standard (VCS) offsets. Over 1500 certified VCS projects have collectively reduced or removed more than 200 million tonnes of carbon emissions.

Scale indicators10 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• IVE Group: ASX-listed Australian print, marketing, and communications services company. Directly comparable in providing integrated print management, brand, and direct marketing services to enterprise clients across Australia and New Zealand.
• Snap Print & Design: Australia's largest franchise print and design network. Competes with Rothfield in print, design, signage, and marketing services, primarily serving SMB and mid-market customers across AU/NZ.
• Cactus Imaging: Australian print management and visual communications company serving mid-market and enterprise clients. Comparable to Rothfield in offering outsourced print procurement, signage, and brand deployment services across AU/NZ.
• Kwik Kopy Australia: Established Australian franchise network for print, copying, document solutions, and design. Offers an overlapping set of print and brand services to SMB and enterprise customers and competes with Rothfield's print procurement offering.

Broad incumbents

• StarTrack (Australia Post): Australian parcel, freight, and logistics business within Australia Post. Overlaps with Rothfield's distribution capabilities as a much larger incumbent serving AU-wide enterprise and consumer shipping needs.
• DHL Supply Chain: Global logistics leader offering warehousing, fulfillment, and distribution services. Comparable to Rothfield's logistics arm but at global scale and as part of a much broader portfolio of services.
• Officeworks: Wesfarmers-owned Australian office supplies and print services retailer. Provides comparable print, signage, and document services, primarily to SMB and consumer customers rather than Rothfield's enterprise focus.
• Toll Group: Major Asia-Pacific 3PL and logistics provider. Overlaps with Rothfield's 3PL warehousing, fulfillment, and distribution services, but operates at much larger scale and across a broader logistics portfolio.
• Winc Australia: Major Australian workplace solutions and office supplies provider. Overlaps with Rothfield's print procurement, stationery, and managed procurement services for enterprise customers across AU/NZ.
• Kings Transport: Australian 3PL, warehousing, and distribution provider. Directly comparable to Rothfield's fulfillment and distribution services in the Australian market, operating at larger scale as a multi-site logistics specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Rothfield-213810785305356
• LinkedInlinkedin.com/company/rothfield-print-&-image-management
• Instagraminstagram.com/rothfield.delivered

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Rothfield