Uimi
Uimi is an Australian-made premium knitwear brand that designs, manufactures, and sells merino wool and cotton clothing, accessories, and blankets direct-to-consumer from its Melbourne base, serving women's, men's, kids, and home customers across Australia.
- Company typePrivate
- Founded2009
- HeadquartersThornbury, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Uimi does
Uimi is an Australian-made premium knitwear brand that designs, manufactures, and sells clothing, accessories, and blankets crafted primarily from Australian merino wool and Egyptian cotton. Production is retained in-house in Melbourne, where the company also operates a factory store; the brand sells direct-to-consumer through its BigCommerce-powered e-commerce site (uimi.com.au) and supplements that with a network of third-party stockists across Australia. The product range spans women's knitwear (jumpers, cardigans, vests, tops, shrugs) as the primary line, alongside a men's collection, a kids accessories range, and a home textiles line of merino and cotton blankets, totaling over 400 SKUs across merino and cotton fibers.
Uimi firmographics
Firmographics- Name
- Uimi
- Website
- https://uimi.com.au
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Uimi is an Australian-made premium knitwear brand that designs, manufactures, and sells merino wool and cotton clothing, accessories, and blankets direct-to-consumer from its Melbourne base, serving women's, men's, kids, and home customers across Australia.
- Ownership category
- akta.pro rank
Uimi industry classification
Industry- Product category
- Knitwear Apparel
- NAICS
- Apparel Knitting Mills (3151), Apparel Manufacturing (315)
- SIC
- Knit Outerwear Mills (2253), Knitting Mills (2250)
- akta.pro primary industry
- Knitwear & Sweaters Manufacturers (CRAAAAAJ)
- akta.pro secondary industries
- Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI), Scarves/Shawls/Winter Neckwear Manufacturing (IMAOAFAD), Bed Linen & Bedding Manufacturing (Sheets/Pillowcases/Duvet Covers/Comforters/Blankets) (IMAOAKAA)
Keywords
Where Uimi is headquartered
LocationHeadquarters
- HQ city
- Thornbury
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Uimi business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: Primary revenue stream through direct online sales via uimi.com.au. The company sells clothing (merino wool and cotton), accessories (merino wool), and blankets directly to consumers.
- Wholesale to Stockists: The company sells through a network of third-party stockists/retailers, distributing their knitwear products through physical retail locations alongside their direct-to-consumer e-commerce channel.
- Gift Certificates: The company offers digital gift certificates with a validity period of 1095 days (3 years), providing an additional revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Premium pricing for Australian-made knitwear and home textiles |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Uimi product offering
Product offeringCore offering
Uimi designs, manufactures, and sells premium Australian-made knitwear, including women's, men's, and children's clothing, accessories, and blankets. Products are crafted in Melbourne from Australian merino wool and Egyptian cotton, and sold primarily direct-to-consumer through uimi.com.au, with additional distribution via wholesale stockists and a Melbourne factory store.
Product overview
Uimi is an Australian made knitwear company offering a comprehensive range of premium knitwear products across three main categories: clothing, accessories, and blankets. The product portfolio features items made from Australian merino wool and cotton fibers. Clothing includes jumpers, cardigans, vests, tops, tees, tanks, shrugs, and tunics for women, men, and children. Accessories encompass beanies, scarves, gloves, and mittens for adults and kids. Blankets are available in both merino wool and cotton materials in various sizes and patterns. The company operates as a direct-to-consumer e-commerce business with a focus on quality Australian manufacturing, offering free shipping within Australia for orders over $200 AUD.
Differentiator
Problem solved
Functional benefit
Products and services
- Merino Wool Clothing Knitwear clothing made from Australian merino wool, including jumpers, cardigans, vests, tops, tanks, tees, shrugs, and tunics for women. Made in Melbourne.
- Cotton Clothing Knitwear clothing made from Egyptian cotton and cashmere cotton blends, including vests, tees, jumpers, cardigans, tops, singlets, and shrugs. Designed for women's everyday wear.
- Men's Knitwear Men's knitwear made from Australian merino wool, including jumpers, cardigans, and tops in classic colors and fits. Crafted in Melbourne.
- Merino Wool Accessories Adult accessories made from Australian merino wool, including beanies, gloves, and scarves. Crafted in Melbourne.
- Kids Accessories Children's accessories made from Australian merino wool, including beanies, mittens, scarves, and baby sets in various colors. Designed for kids and babies.
- Merino Wool Blankets Blankets made from Australian merino wool in various patterns and colors. Premium home textile offering.
- Cotton Blankets Blankets made from Egyptian combed cotton in various patterns and colors. Premium home textile offering.
- Gift Certificates Digital gift certificates available for purchase and redeemable on the uimi website. Valid for 1095 days (3 years) and non-refundable.
Companies that use Uimi
Customer profileSegments4 records
Ideal customer profiles4 records
Uimi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Uimi partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights4 records
Uimi competitors and assessment
Company assessmentDirect peers
- Bassike: Australian-made premium basics and knitwear brand. Directly competes with Uimi on premium cotton and merino essentials, Australian manufacturing story, and DTC-led distribution.
- Jac+ Jack: Australian premium knitwear and essentials brand with strong DTC and wholesale presence. Highly comparable to Uimi on Australian-made positioning, premium price points, and knitwear-led product mix.
Emerging players
- Gorman: Australian-designed premium womenswear label with strong knitwear and accessory ranges. Comparable on Australian design identity and DTC-led marketing, with overlapping customer demographic.
- Scanlan Theodore: Australian premium womenswear brand with knitwear and layering pieces at similar price points. Comparable premium positioning and Australian customer base, though broader fashion range.
- Sass & Bide: Australian contemporary fashion label with knitwear and accessories. Comparable premium positioning and Australian customer base, with stronger fashion/trend orientation than Uimi.
Others
- Nobody Denim: Australian-designed premium denim and apparel brand. Adjacent peer sharing the Australian design and premium DTC playbook, though focused on denim rather than knitwear.
- Trenery (Country Road Group): Premium Australian apparel brand under Country Road Group focused on natural fibers and considered design. Comparable on natural-fiber, premium positioning and Australian customer base, with broader apparel mix.
Broad incumbents
- Country Road: Iconic Australian apparel and home brand with a broad knitwear range. Comparable on Australian heritage positioning and multi-channel retail, but operates at much larger scale across many categories.
- RM Williams: Heritage Australian-made apparel and accessories brand. Comparable on Australian-made manufacturing narrative and premium pricing, though focused on leather, boots, and outdoor apparel rather than knitwear.
Regional players
- Marcs: Australian heritage womenswear and menswear brand offering knitwear and seasonal collections. Comparable mid-premium positioning and Australian customer base, with broader apparel mix.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Uimi social profiles
Digital presenceUimi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Uimi leadership team
Management profileNumber of profiles
Uimi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Uimi 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 Uimi
What does Uimi do?
Uimi designs, manufactures, and sells premium Australian-made knitwear, including women's, men's, and children's clothing, accessories, and blankets. Products are crafted in Melbourne from Australian merino wool and Egyptian cotton, and sold primarily direct-to-consumer through uimi.com.au, with additional distribution via wholesale stockists and a Melbourne factory store.
When was Uimi founded?
Uimi was founded in 2009. It employs 11 to 50 people.
Where is Uimi based?
Uimi is headquartered in Thornbury, Australia, in the Oceania region.
How does Uimi make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale to Stockists and gift Certificates.
Who are Uimi's main competitors?
Direct peers on record are Bassike and Jac+ Jack. Emerging players are Gorman, Scanlan Theodore and Sass & Bide. Others are Nobody Denim and Trenery (Country Road Group). Broad incumbents are Country Road and RM Williams. Marcs is listed as a regional player.
Does Uimi have an API?
No public API is recorded for Uimi.
What industry is Uimi in?
Uimi's product category is Knitwear Apparel. Its primary akta.pro industry code is CRAAAAAJ, Knitwear & Sweaters Manufacturers, with a secondary code of CRAAAAAI, Outerwear & Cold-Weather Apparel Manufacturers. Its NAICS code is 3151 and its SIC code is 2253.