Deane Apparel
Deane Apparel designs and supplies enterprise workwear, uniforms and accessories across healthcare, hospitality, food service, industrial and corporate verticals in Australia and New Zealand, using a custom design service, the Silk online uniform management platform, and direct field sales to large multi-site customers.
- Company typePrivate
- Founded1930
- HeadquartersSydney, Australia
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Deane Apparel does
Deane Apparel (legal entity Deane Apparel PTY Ltd) is an Australian-headquartered enterprise uniform and workwear designer and supplier, founded in New Zealand in the 1930s by Edward Deane and now wholly owned by Alsco Group. The company designs, manufactures and supplies uniforms, hi-vis, healthcare and aged-care garments, hospitality and chef wear, food-manufacturing apparel, and accessories across 13 product categories with more than 383 SKUs, serving customers ranging from individual buyers through SMBs to large enterprises of 500+ FTE in Australia and New Zealand.
The operating core combines custom design services (free to customers, covering discovery, bespoke design, embroidery, sample trials and rollout), a proprietary B2B uniform management platform called Silk (deployed via the separate deaneonline.com.au portal) that handles bulk ordering, staff allocation, returns and reporting, and direct enterprise field sales targeting multi-site, multi-location rollouts. Manufacturing is supported by an ethical, transparency-focused supply chain and a growing sustainability stack (Repreve recycled polyester, Future Post for LDPE-4 plastics, ImpacTex for textile end-of-life), with publicly stated targets including no virgin polyester by 2028 and 75% reduction in landfill waste by 2028.
Commercially, Deane generates revenue primarily through one-time uniform product sales to enterprise accounts (multi-year design and supply arrangements), supplemented by individual/SMB e-commerce through deaneapparel.com.au (no minimum order, unit pricing publicly listed, $11 standard shipping, free pickup). Enterprise pricing is contract-based and not publicly disclosed. The customer base spans McDonald's (26-year design partner), CBA, Woolworths, Bupa, St Vincent's Health, Air New Zealand, Hertz, Cleanaway, Fonterra, Foodstuffs, Mercedes-Benz, Subway, NRMA, Penske and others, with government clients including Aviation Security Services. Deane operates from Sydney headquarters, an Auckland office, and warehouses within Australia.
Deane Apparel firmographics
Firmographics- Name
- Deane Apparel
- Legal name
- Deane Apparel PTY Ltd
- Website
- https://deaneapparel.com.au
- Company type
- Private
- Founded year
- 1930
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Deane Apparel designs and supplies enterprise workwear, uniforms and accessories across healthcare, hospitality, food service, industrial and corporate verticals in Australia and New Zealand, using a custom design service, the Silk online uniform management platform, and direct field sales to large multi-site customers.
- Ownership category
- akta.pro rank
Deane Apparel industry classification
Industry- Product category
- Workwear and Uniforms
- NAICS
- Apparel Manufacturing (315), Linen and Uniform Supply (81233), Apparel Accessories and Other Apparel Manufacturing (31599)
- SIC
- Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Medical & Healthcare Uniforms (Scrubs, Lab Coats) (CRAAALAF)
- akta.pro secondary industries
- Food Processing & Hygienic Workwear (Coats, Aprons, Hairnets) (CRAAALAH), Protective & Work Accessories Manufacturing (Safety Gloves/Hi-Vis Accessories) (IMAOAFAH)
Keywords
Where Deane Apparel is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Deane Apparel business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Uniform and Workwear Product Sales: One-time purchase of uniforms and workwear garments. Products include workwear, hi-vis, corporate uniforms, hospitality, healthcare, aged care, food manufacturing, and chef wear. Individual product pricing is publicly listed on the website.
- Custom Design and Branding Services: Free custom design service included with product sales. In-house embroidery and branding services for company logos and customisation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing (retail e-commerce) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Deane Apparel product offering
Product offeringCore offering
Deane Apparel designs, manufactures and supplies occupational uniforms and workwear garments across healthcare, aged care, hi-vis safety, corporate, hospitality, chef, and food-manufacturing verticals. The company supports these garments with a free in-house design and customisation service (including embroidery and branding) and the proprietary Silk online uniform management platform that handles real-time stock visibility, staff allocation, bulk ordering and reporting for enterprise customers.
Product overview
Deane Apparel offers a comprehensive uniform and workwear portfolio consisting of 13 product categories (Workwear, Hi-Vis, Food Manufacturing, Corporate & Uniforms, Hospitality, Chef Wear, Healthcare, Aged Care, Kids Overalls, Accessories, Sustainable Uniforms, and Clearance) plus two service offerings. The core product consists of occupational uniforms across multiple industries, supplemented by a proprietary online uniform management platform called Silk that enables real-time stock visibility, staff allocation, bulk ordering, and reporting. Design and customisation services are offered free to create bespoke uniform solutions. The company serves organizations ranging from 500+ FTE businesses to individual consumers throughout Australia and New Zealand.
Differentiator
Problem solved
Functional benefit
Products and services
- Workwear Uniforms Workwear garments including shirts, polos, trousers, shorts, overalls, dustcoats, fleece jackets, soft shell jackets, vests and accessories for industrial and trade workers.
- Hi-Vis Safety Wear High-visibility safety workwear including day wear, day/night wear, overalls, vests, fleece jumpers, jackets, polos and shirts meeting safety standards for hazardous environments.
- Healthcare Uniforms Healthcare uniforms including tunics, tops, shirts, trousers, shorts, skirts, knitwear, jackets, polos and scrubs for medical professionals.
- Aged Care Uniforms Aged-care specific uniforms including tunics, tops, shirts, trousers, shorts, skirts, knitwear, jackets, polos and scrubs designed for comfort and practicality in residential care settings.
- Corporate & Uniforms Corporate attire including suiting separates, shirts, tops, polos, dresses, pants, skirts, knitwear and jackets for professional office and customer-facing environments.
- Hospitality Uniforms Hospitality industry uniforms including shirts, polos, trousers, jackets and aprons for restaurants, cafes and service establishments.
- Chef Wear Chef uniforms including jackets, trousers and accessories designed for commercial kitchens and industrial laundry compatibility.
- Food Manufacturing Uniforms Specialized uniforms for food processing and manufacturing workers including tops, trousers, overalls, dustcoats and accessories designed for hygiene compliance.
- Kids Camo Range Children's high-visibility camouflage kauri print range including overalls, shorts and bucket hat for rural and active lifestyle use.
- The Frankie Shirt Dress Contemporary shirt dress with button-through styling, deep pockets, elasticated waist and split hem, released in Navy and Black (sizes 6-26) for corporate and hospitality uniform programmes.
- Silk Online Uniform Management Platform Proprietary cloud-based uniform management platform providing real-time stock visibility, staff allocation management, bulk order upload, streamlined returns and reporting, and intelligent allocation for organisations with large workforces.
- Design & Customisation Service Free custom uniform design service covering discovery process, bespoke design concepts, branding and embroidery, sample garments for wearer trials, and rollout support from concept through to ongoing management.
Quantifiable outcome
- 10,000 pre-loved garments managed through SILK platform for DoC since 2022
- +3 more outcomes
Companies that use Deane Apparel
Customer profileNamed customers20 records
Segments7 records
Ideal customer profiles1 record
Deane Apparel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Deane Apparel partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered flagship, core and minor.
- Alsco Group (Alsco Uniforms)flagshipDeane Apparel is wholly owned by Alsco Group, a global textile rental organisation serving more than 75,000 businesses across New Zealand and Australia. Alsco provides financial backing enabling Deane to invest in stock, technology, and people. Alsco has 180+ branches worldwide and 16,000 employees. Deane also supplies uniforms to Alsco service teams.
- Future PostcoreNew Zealand company transforming soft plastics (LDPE 4 courier bags) into durable plastic fence posts. Partnership diverts plastic from landfill supporting circular economy. Since January, 14.5kg of soft plastics recycled (1,000+ courier satchels).
- ImpacTexcorePartnership for responsible textile waste management. ImpacTex ensures textiles are repurposed or recycled responsibly, reducing environmental impact from apparel industry waste.
- Conservation Volunteers AustraliaminorSydney team participated in volunteer day at Rickaby's Creek Reserve, removing destructive weeds to protect woodland biodiversity. Supported by Penrith City Council and NSW Environmental Trust.
- Conservation Volunteers New ZealandminorDeane partners with Conservation Volunteers NZ for multiple planting and maintenance days across New Zealand supporting biodiversity and carbon capture efforts.
- Bill Crews FoundationminorSydney-based organisation helping people experiencing homelessness and hardship through Loaves & Fishes Free Restaurant serving thousands of meals weekly. Deane team volunteers to prep food and support kitchen crew. Connected via Alsco Uniforms relationship.
- ReemiminorSustainable menstrual products social enterprise. Deane provides design expertise and sourcing advice to support Reemi's mission.
- BupacoreHealth and care provider. Bupa launched sustainable uniform concept in 2022 with Repreve recycled polyester introduced to nurse and carer tunics. First Deane customer to go sustainable. New sustainable tunics rolled out in 2023.
- New WorldcoreRetail grocery partner wearing soft-shell jacket in recycled polyester. Over 20,000 garments per year converted to recycled polyester. Partnership aligns with goal of no virgin polyester by 2028.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
Deane Apparel competitors and assessment
Company assessmentDirect peers
- Bisley Workwear: Australian workwear brand and manufacturer covering hi-vis, industrial, and corporate uniforms. Closely comparable in product mix (workwear, hi-vis) and ANZ market focus.
- Simmonds: Australian uniform and corporate apparel supplier with multi-vertical offerings including healthcare, corporate, and hospitality. Comparable in product breadth and ANZ enterprise customer base.
- KingGee: Established Australian workwear manufacturer specializing in durable industrial and trade apparel. Overlaps directly with Deane's workwear and hi-vis categories for trade and industrial customers.
- Workwear Group: Australian-headquartered designer and supplier of uniforms, workwear, and corporate apparel. Direct competitor serving similar enterprise verticals (healthcare, aviation, hospitality) across ANZ with comparable custom design and account-management services.
Broad incumbents
- Cintas: Largest North American uniform services and supplies company offering rental, purchase, and managed uniform programs. Comparable business model in enterprise B2B uniform supply at much greater scale and geographic breadth.
- Helly Hansen Workwear: Global workwear and outerwear brand with strong presence in industrial and offshore uniforms. Comparable in workwear/hi-vis categories but competes primarily through distribution rather than custom design services.
- Aramark Uniform Services: Global uniform rental and supply arm of Aramark serving healthcare, hospitality, and industrial customers. Comparable enterprise uniform model with broader geographic reach and parent backing.
- Alsco Uniforms: Parent/sibling textile rental organization serving 75,000+ businesses globally. Comparable in linen and uniform supply, but Alsco's core rental model differs from Deane's design-plus-manufactured-supply focus.
Others
- UniFirst: North American uniform rental and supply company serving industrial, healthcare, and service businesses. Comparable in uniform supply/rental and managed uniform programs, but operates primarily in the US/Canada.
Emerging players
- Mascot Workwear: European-headquartered workwear manufacturer expanding globally with certified, durable industrial apparel. Comparable in workwear/hi-vis product lines and increasingly relevant in enterprise supply chains.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Deane Apparel social profiles
Digital presenceDeane Apparel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Deane Apparel leadership team
Management profileNumber of profiles
Profiles1 record
Deane Apparel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Deane Apparel 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 Deane Apparel
What does Deane Apparel do?
Deane Apparel designs, manufactures and supplies occupational uniforms and workwear garments across healthcare, aged care, hi-vis safety, corporate, hospitality, chef, and food-manufacturing verticals. The company supports these garments with a free in-house design and customisation service (including embroidery and branding) and the proprietary Silk online uniform management platform that handles real-time stock visibility, staff allocation, bulk ordering and reporting for enterprise customers.
Is Deane Apparel a public or private company?
Deane Apparel is a private company. It is classified as corporate owned and is currently operating.
When was Deane Apparel founded?
Deane Apparel was founded in 1930. It employs 101 to 250 people.
Where is Deane Apparel based?
Deane Apparel is headquartered in Sydney, Australia, in the Oceania region.
How does Deane Apparel make money?
Two revenue lines are on record. Uniform and Workwear Product Sales are the primary driver. The others are custom Design and Branding Services.
Who are Deane Apparel's main competitors?
Direct peers on record are Bisley Workwear, Simmonds, KingGee and Workwear Group. Broad incumbents are Cintas, Helly Hansen Workwear, Aramark Uniform Services and Alsco Uniforms. UniFirst is listed as an others. Mascot Workwear is listed as an emerging player.
Does Deane Apparel have an API?
No public API is recorded for Deane Apparel.
What industry is Deane Apparel in?
Deane Apparel's product category is Workwear and Uniforms. Its primary akta.pro industry code is CRAAALAF, Medical & Healthcare Uniforms (Scrubs, Lab Coats), with a secondary code of CRAAALAH, Food Processing & Hygienic Workwear (Coats, Aprons, Hairnets). Its NAICS code is 315 and its SIC code is 2320.