Totally Workwear
Totally Workwear is Australia's largest workwear specialist network, founded in 1994, operating 85+ independently owned stores and a nationwide e-commerce platform, serving tradies, healthcare workers, corporates, and industrial buyers with curated workwear, safety footwear, hi-vis apparel, and custom branding services.
- Company typePrivate
- Founded1994
- HeadquartersPort Melbourne, Australia
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Totally Workwear does
Totally Workwear is Australia's largest network of workwear specialists, founded in 1994 and headquartered in Port Melbourne, Victoria. The company operates a franchise/membership model comprising over 85 independently owned and operated physical retail stores across Australia alongside a nationwide e-commerce storefront (totallyworkwear.com.au). It serves trade and construction workers (its primary segment), healthcare professionals, hospitality workers, corporates requiring branded uniforms, and commercial/industrial operators, curating apparel and footwear from iconic Australian workwear brands including KingGee, Hard Yakka, Steel Blue, Blundstone, FXD, Oliver, and CAT, plus the exclusive FUZE by KingGee sub-brand.
The company's underlying platform combines local physical retail with a DTC website, a B2B ordering portal for corporate uniform programs, and value-added in-store services — embroidery, screen printing, sublimation printing, and logo digitisation. Technology infrastructure is standard retail (payment integrations with AfterPay, PayPal, Apple Pay; a RefundID-powered instant refunds service) with no proprietary technology platform disclosed. The product catalogue extends across workwear (pants, shorts, shirts, polos, hoodies, jackets, overalls), safety footwear (steel cap, composite toe, elastic-sided, safety sneakers), hi-vis clothing, healthcare scrubs, and accessories.
Revenue is generated through wholesale supply to franchisees, direct online retail sales, and B2B uniform contracts, with pricing set at retail level and supported by a 10%-off TW Club loyalty incentive. The company remains privately held with no disclosed institutional investors, no funding rounds, and no parent company, operating as an independent Australian retail network.
Totally Workwear firmographics
Firmographics- Name
- Totally Workwear
- Legal name
- Totally Workwear Australia
- Website
- https://totallyworkwear.com.au
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Totally Workwear is Australia's largest workwear specialist network, founded in 1994, operating 85+ independently owned stores and a nationwide e-commerce platform, serving tradies, healthcare workers, corporates, and industrial buyers with curated workwear, safety footwear, hi-vis apparel, and custom branding services.
- Ownership category
- akta.pro rank
Totally Workwear industry classification
Industry- Product category
- Workwear and Safety Equipment Retail
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110), Shoe Retailers (4582), Shoe Retailers (45821)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Workwear, Uniforms & Safety Apparel Retail (CRAAABAG)
- akta.pro secondary industry
- Work, Safety & Occupational Footwear (CRAAACAE)
Keywords
Where Totally Workwear is headquartered
LocationHeadquarters
- HQ city
- Port Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Totally Workwear business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Retail Product Sales: Revenue is generated through the sale of workwear, safety footwear, hi-vis clothing, healthcare scrubs, and accessories through both physical retail stores and an e-commerce platform. The company stocks a curated range of third-party brands (KingGee, Hard Yakka, Steel Blue, Blundstone, FXD, Oliver, CAT, JB's Wear, Rainbird, Bolle, Anthem, FUZE) and exclusive own-brand products.
- Branding & Customization Services: The company generates revenue from embroidery, heat press printing, sublimation printing, and logo set-up services offered to businesses and organizations for custom workwear and uniform programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard retail pricing for workwear and footwear products |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Totally Workwear product offering
Product offeringCore offering
Totally Workwear retails workwear clothing, safety footwear, hi-vis apparel, healthcare scrubs, and accessories through 85+ independently owned Australian stores and a nationwide e-commerce platform, stocking brands such as KingGee, Hard Yakka, Steel Blue, Blundstone, FXD, Oliver, CAT, JB's Wear, Rainbird, Bolle, and Anthem. It also operates the exclusive FUZE by KingGee sub-brand and offers embroidery, heat-press printing, sublimation, and logo set-up services, plus a B2B ordering platform for corporate uniform programs.
Product overview
Totally Workwear is Australia's largest network of workwear specialists offering a comprehensive retail platform for workwear, work boots, footwear, hi-vis clothing, safety gear, and uniforms. The company operates over 85 independently owned stores across Australia and provides both in-store and online shopping experiences. Their product portfolio centers on workwear clothing (pants, shorts, shirts, polos, hoodies, jackets, overalls) and safety footwear (steel cap boots, safety sneakers), complemented by hi-vis workwear, healthcare scrubs, and accessories. The business also offers value-added services including embroidery, screen-printing, sublimation printing, and B2B online ordering. Their brand portfolio includes both established workwear brands (KingGee, Hard Yakka, Steel Blue, Blundstone, FXD, Oliver, CAT, JB's Wear, Rainbird, Bolle, Anthem) and an exclusive sub-brand (FUZE by KingGee). The company targets multiple industry segments: trade, commercial, healthcare, hospitality, corporate, and casual wear.
Differentiator
Problem solved
Functional benefit
Brands
- FUZE by KingGee: Next generation workwear brand launched by KingGee, exclusive to Totally Workwear. Modern fit work pants, shorts and shirts designed for both men and women, marketed as going from site to street.
Products and services
- Workwear Clothing
Companies that use Totally Workwear
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles3 records
Totally Workwear technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Totally Workwear partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, major and minor.
- FUZE by KingGeecoreFUZE by KingGee is an exclusive brand created by KingGee and only available through Totally Workwear. Launched as the next generation of workwear, FUZE is designed for both Men's and Women's fit, offering modern workwear pants, shorts, tees, hoodies, and accessories that transition from site to street. This exclusive arrangement differentiates Totally Workwear from competitors by providing an own-label product range.
- KingGeecoreKingGee is a founding partner and one of the most prominent brands in the Totally Workwear catalogue. KingGee's founder Robert Adcock started the brand in 1926, and it remains Australia's leader in industrial workwear clothing. KingGee continues to innovate with ranges like 'Protect' and 'Workcool 2', and collaborated with Totally Workwear on the exclusive FUZE sub-brand.
- Hard YakkacoreHard Yakka is a major workwear brand stocked across the Totally Workwear network. Known for tough and reliable workwear gear, Hard Yakka products are distributed exclusively through workwear specialists including Totally Workwear.
- Steel BluecoreSteel Blue is one of Australia's leading work boot brands, stocked by Totally Workwear across its store network and online. Steel Blue boots are known for durability and comfort for trade workers.
- BlundstonecoreBlundstone is a renowned Australian work boot brand stocked by Totally Workwear. Known for elastic-sided boots and comfort-focused work footwear.
- FXDmajorFXD is a contemporary workwear brand stocked by Totally Workwear, known for modern work pants, shorts, and safety footwear. FXD products are featured across multiple workwear and hi-vis categories on the Totally Workwear platform.
- OlivermajorOliver is a workwear and safety footwear brand stocked by Totally Workwear, offering comfortable and protective work boots and shoes for Australian tradies.
- CAT (Workwear)majorCAT brand workwear and footwear is stocked across Totally Workwear stores and online. CAT is known for rugged work boots and apparel designed for demanding work environments.
- JB's WearmajorJB's Wear is a workwear brand stocked by Totally Workwear, particularly prominent in the hi-vis and workwear vest categories.
- RainbirdmajorRainbird is a workwear brand specializing in hi-vis and wet weather gear, stocked by Totally Workwear across hi-vis vests and jackets.
- BolleminorBolle is a safety eyewear and accessories brand stocked by Totally Workwear, providing eye protection for tradies and industrial workers.
- Anthem WorkwearminorAnthem Workwear offers versatile performance work and activewear, stocked by Totally Workwear as part of its comprehensive brand portfolio.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Totally Workwear competitors and assessment
Company assessmentOthers
- Steel Blue: Leading Australian safety boot brand and a key TW supplier. Functions primarily as a wholesale partner but sells direct and through other retailers, making it a partial adjacent competitor in the safety footwear category.
Emerging players
- Snickers Workwear: Premium European-origin workwear brand expanding into Australia via specialist distributors. Competes for the professional tradie segment with high-end functional workwear, a category TW also targets through KingGee, FXD, and FUZE.
- Engelbert Strauss: European workwear specialist with growing Australian presence via online and select retail. Competes with Totally Workwear in the premium trade and industrial workwear category with strong own-brand positioning.
Direct peers
- Bullivants: Australian specialist in safety equipment, workwear, and PPE serving industrial, mining, and construction customers. Directly comparable in target customers and product categories, particularly safety footwear and hi-vis.
- Worklocker: Specialist Australian workwear and safety footwear retail chain stocking many of the same brands (Steel Blue, Blundstone, Hard Yakka). Operates a comparable franchise/store network model targeting tradies and industrial customers.
- Workwear Group: Australian workwear and uniform solutions provider supplying corporate, industrial, and healthcare uniforms. Direct competitor to Totally Workwear in the Australian workwear retail and uniform services market, with similar B2B embroidery and managed uniform programs.
- Bee Jay Workwear: Australian workwear and safety footwear retailer serving tradies, healthcare, and corporate customers with in-store embroidery and printing services. Closely comparable in product mix, customer segments, and customization services.
Broad incumbents
- KingGee (DTC / Workwear Group brand): Iconic Australian workwear brand and a key TW supplier. Increasingly sells direct to consumer and through other retailers, making it both a partner and partial competitor in the Australian workwear category.
- Bunnings (Workwear/Safety Assortment): Australia's largest home improvement retailer carries a growing assortment of workwear, hi-vis, and safety footwear, competing with Totally Workwear on convenience and price for DIY and light-trade customers.
- Hard Yakka (VF Corporation): Major Australian workwear brand owned by VF Corporation, stocked across TW's network. Operates its own DTC channel and wholesale, partially overlapping with TW in the trade and industrial workwear market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Totally Workwear social profiles
Digital presenceTotally Workwear financial estimates
Financial estimateRevenue estimate
Valuation estimate
Totally Workwear leadership team
Management profileNumber of profiles
Totally Workwear funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Totally Workwear 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 Totally Workwear
What does Totally Workwear do?
Totally Workwear retails workwear clothing, safety footwear, hi-vis apparel, healthcare scrubs, and accessories through 85+ independently owned Australian stores and a nationwide e-commerce platform, stocking brands such as KingGee, Hard Yakka, Steel Blue, Blundstone, FXD, Oliver, CAT, JB's Wear, Rainbird, Bolle, and Anthem. It also operates the exclusive FUZE by KingGee sub-brand and offers embroidery, heat-press printing, sublimation, and logo set-up services, plus a B2B ordering platform for corporate uniform programs.
Is Totally Workwear a public or private company?
Totally Workwear is a private company. It is classified as unknown and is currently operating.
When was Totally Workwear founded?
Totally Workwear was founded in 1994. It employs 101 to 250 people.
Where is Totally Workwear based?
Totally Workwear is headquartered in Port Melbourne, Australia, in the Oceania region.
How does Totally Workwear make money?
Two revenue lines are on record. Retail Product Sales are the primary driver. The others are branding & Customization Services.
Who are Totally Workwear's main competitors?
Steel Blue is listed as an others. Emerging players are Snickers Workwear and Engelbert Strauss. Direct peers are Bullivants, Worklocker, Workwear Group and Bee Jay Workwear. Broad incumbents are KingGee (DTC / Workwear Group brand), Bunnings (Workwear/Safety Assortment) and Hard Yakka (VF Corporation).
Does Totally Workwear have an API?
No public API is recorded for Totally Workwear.
What industry is Totally Workwear in?
Totally Workwear's product category is Workwear and Safety Equipment Retail. Its primary akta.pro industry code is CRAAABAG, Workwear, Uniforms & Safety Apparel Retail, with a secondary code of CRAAACAE, Work, Safety & Occupational Footwear. Its NAICS code is 45811 and its SIC code is 5600.