House of Uniforms

What House of Uniforms does

House of Uniforms, operating through House of Mo Shen Pty Ltd, is a privately held Australian custom-uniform and branded-merchandise supplier founded in 2004 and headquartered in Moorabbin, Victoria. The company sells blank and branded uniforms, workwear, and promotional merchandise across twelve verticals (trades and warehouse, hi-vis and safety, hospitality, office active/casual, office corporate/formal, care active/casual, care clinical, team and sportswear, retailers, premium, merchandise and events) to businesses, organisations, clubs, and teams throughout Australia, with limited international shipping via DHL and FEDEX. Distribution combines a curated online e-commerce store (shop.houseofuniforms.com.au) with an appointment-only showroom carrying 3,000+ sample products, plus a personal shopper service for guided buyers.

The production stack is built around an in-house manufacturing facility handling embroidery on Barudan multi-head machines with King Star threads, Mimaki DTG printers, DTF printing, digital transfer printing, screen printing, dye sublimation, Supacolour, SupaEtch, and alterations, with customer service and production teams co-located. The company reports producing 80,000+ branded garments annually and manages 140,000+ SKUs sourced through 40+ suppliers. Go-to-market is hybrid sales-led and direct-to-consumer B2B, supported by content assets (The Duke of Branding blog, Styling For Work blog, HOU News newsletter, the Badgers Bounty subscriber program, and a brand catalogue library).

Revenue is generated through one-time uniform and merchandise sales plus branding service fees (embroidery setup, screen printing, DTG/DTF, Supacolour, alterations), with quote-based pricing requiring 50-100% deposits, bulk discounts for 12+ dozen units, and trading accounts opened after two qualifying orders with monthly cadence. The company maintains no disclosed parent, no institutional investors, and operates from a single Australian site; no AI/ML capabilities, funding rounds, M&A activity, or leadership changes are referenced in the available data.

Name

House of Uniforms

Legal name

House of Mo Shen Pty Ltd

Website

https://houseofuniforms.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

House of Uniforms is an Australian privately held supplier of custom uniforms, workwear, and branded merchandise, selling across twelve verticals to businesses, clubs, and teams via an online store, appointment-only Moorabbin showroom, and in-house embroidery and digital-printing production facility.

Ownership category

akta.pro rank

Product category

Custom Uniforms & Branded Merchandise

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159), Sporting and Athletic Goods Manufacturing (339920)

SIC

Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Corporate Uniforms (Office, Hospitality, Retail Staff) (CRAAALAB)

akta.pro secondary industries

High-Visibility (Hi-Vis) Safety Apparel (CRAAALAE), Medical & Healthcare Uniforms (Scrubs, Lab Coats) (CRAAALAF), Team Sports Equipment & Uniforms Retail (CRAMABAE)

Keywords

• Custom uniforms
• Branded merchandise
• Corporate apparel
• Embroidery services
• Workwear solutions

Headquarters

HQ city

Moorabbin

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Uniform Sales: Sale of blank and branded uniforms across multiple categories including trades, hospitality, office, clinical, sports, and retail. Products include clothing, accessories, and workwear.
2. Branding Services: Custom branding applied to garments including embroidery (logo and personal name), screen printing, digital transfers, DTF printing, DTG printing, Supacolour, SupaEtch, and alterations. Setup fees charged for new artwork; repeat orders may have no minimums.
3. Merchandise & Event Products: Branded merchandise and promotional products for events, conferences, and giveaways including apparel, bags, caps, and giftware.
4. Sample & Fitting Services: Sample garment loans, fitting samples for groups, and showroom appointments for product selection and consultation.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

House of Uniforms designs, sources, and decorates custom uniforms and branded merchandise for businesses, organisations, clubs, and teams across Australia. They offer blank and branded apparel across categories including trades, hospitality, healthcare, corporate, sports, and retail, and apply in-house branding methods such as embroidery, screen printing, DTF, DTG, digital transfers, Supacolour, and dye sublimation before shipping Australia-wide.

Product overview

House of Uniforms is a uniform and merchandise company operating since 2004, offering a comprehensive range of custom uniforms and branded merchandise for businesses across 12 distinct product categories: Trades & Warehouse, Hi Vis & Safety, Hospitality, Office Active & Casual, Office Corporate & Formal, Care Active & Casual, Care Clinical, Team & Sportswear, Retailers, Premium, and Merchandise & Events. The company provides in-house branding services including Embroidery (using Barudan machines), Screen Printing, Digital Transfers, Direct to Film (DTF) Printing, Direct to Garment (DTG) Printing using Mimaki printers, Supacolour, Dye Sublimation, SupaEtch, Personal Name Embroidery, and Alterations. They maintain an online store (shop.houseofuniforms.com.au) with access to over 40 suppliers and manage 140,000+ SKUs. Their production facility handles over 80,000 branded garments annually, with capabilities spanning clothing, accessories, and promotional merchandise.

Differentiator

Problem solved

Functional benefit

Products and services

• Trades & Warehouse Uniforms Workwear and uniforms for tradespeople, logistics, construction, landscaping, and physical roles, including hi-vis and safety options.
• Hospitality Uniforms Uniforms for bakeries, cafes, catering, coffee vendors, delis, fine dining, hotels, bistros, and restaurants, including chef coats, aprons, server uniforms, and branded hospitality attire.
• Office Corporate & Formal Uniforms Classic professional attire for corporate offices, professional service businesses, and executives, including formal shirts, blazers, and suits.
• Care Clinical Uniforms Clinical scrubs and uniforms for medical practitioners, aged care, lab technicians, dentists, medical reception, spa therapists, and vets.
• Teams & Sportswear Uniforms Sports team, club, and fitness industry uniforms including jerseys, club apparel, and gym, PT, yoga, and pilates studio attire.
• Retailers Uniforms Brand-compliant uniforms and apparel for retail store staff and operators.
• Merchandise & Events Products Branded merchandise and promotional items for events, conferences, concerts, and giveaways, including apparel, bags, caps, and giftware.
• Embroidery Branding Service In-house logo and personal name embroidery on garments, bags, caps, and towels using Barudan multi-head embroidery machines with King Star threads.
• Direct to Garment (DTG) Printing Full-colour, high-resolution inkjet printing directly onto fabric using Mimaki DTG printers and water-based inks, best suited to 100% cotton or high-cotton blends.
• Direct to Film (DTF) Printing Eco-friendly printing onto clear film with adhesive powder, heat-cured and transferred to cotton, polyester, silk, and leather for vibrant, durable prints.
• Digital Transfer Printing CAD plotting and heat-pressed vinyl transfers for detailed designs with gradients and bright colours on various fabric types, with low minimums suited to small or personalised runs.
• Screen Printing & Supacolour Branding Traditional screen printing for bulk orders with simpler designs, plus Supacolour high-quality colour printing and SupaEtch etching for caps and headwear.
• Dye Sublimation Printing Dye sublimation printing for all-over prints and detailed imagery on suitable apparel.
• Garment Alterations In-house custom alteration services for garment fitting and individual customisation.
• Personal Shopper & Showroom Consultation Appointment-only showroom experience at the Moorabbin location with 3,000+ sample products, personal shopper service, sample garment loans, and group fitting sessions.
• New Product Season 2025 Range Seasonal product expansion introducing Med Couture and Healing Hands healthcare brands and a heavyweight tee for medical, studio fitness, cleaning, and childcare professionals.

Quantifiable outcome

• 80,000+ branded garments produced annually
• +3 more outcomes

Segments11 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators5 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Cintas Corporation: US-listed uniform services and supply giant operating across North America with limited Australian presence. Useful strategic benchmark for the value of vertical integration in uniform services, though much larger and rental-tilted.
• Winc Australia: Large Australian office supplies and workplace solutions provider offering uniforms, workwear, and corporate apparel as part of a broader procurement portfolio. Competes for the same mid-market and corporate uniform contracts but with broader product breadth.

Direct peers

• Workwear Group: Australia's largest corporate uniform provider, supplying customized uniforms and merchandise to enterprise clients across healthcare, hospitality, transport, and government. Directly comparable in B2B custom uniform offering with in-house decoration and broad vertical coverage.
• Biz Collections: Australia/NZ supplier of corporate uniforms and promotional apparel with branding services for hospitality, healthcare, corporate, and sports teams. Highly comparable in product breadth, custom branding, and customer base.
• Uniform Choice: Australian online uniform retailer serving hospitality, healthcare, beauty, and corporate customers with custom branding. Closely comparable in target market, product categories, and e-commerce-led GTM motion.
• Hip Pocket Workwear: Australian franchise network of independent workwear retailers serving trades, mining, and industrial customers. Overlaps with the trades and hi-vis verticals and competes for the same SMB custom branding wallet.
• Totally Workwear: National Australian workwear retailer with 60+ stores selling branded workwear, hi-vis, and safety apparel. Overlaps with House of Uniforms' trades, hi-vis, and warehouse customer segments, although it does not offer in-house custom branding at the same scale.

Emerging players

• Bisley Workwear: Australian workwear and safety apparel manufacturer selling through distributors and direct. Comparable to House of Uniforms in trades, hi-vis, and corporate industrial categories, though primarily a brand/manufacturer rather than customizer.
• Hard Yakka (KMD Brands): Iconic Australian workwear brand owned by KMD Brands, with a deep trades and industrial customer base. Overlaps with House of Uniforms' trades and hi-vis categories; competitors and occasionally co-suppliers depending on procurement.
• KingGee (KMD Brands): Heritage Australian workwear brand owned by KMD Brands, manufacturing workwear, hi-vis, and safety apparel. Comparable as a supplier-side brand rather than a decorator, but features in House of Uniforms' supplier catalog and competes for the same end customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/houseofuniforms.com.au
• LinkedInlinkedin.com/company/house-of-uniforms-australia

Revenue estimate

Valuation estimate

Number of profiles

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 House of Uniforms