Totally Workwear

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.

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

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

• Workwear clothing
• Safety footwear
• Hi-vis apparel
• Corporate uniforms
• Custom embroidery services

Headquarters

HQ city

Port Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• FUZE by KingGeecoreOEM/ Whitelabel/ Licensing PartnerFUZE 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.
• KingGeecoreStrategic or Co-development PartnerKingGee 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 YakkacoreChannel Partner/ Reseller/ DistributorHard 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 BluecoreChannel Partner/ Reseller/ DistributorSteel 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.
• BlundstonecoreChannel Partner/ Reseller/ DistributorBlundstone is a renowned Australian work boot brand stocked by Totally Workwear. Known for elastic-sided boots and comfort-focused work footwear.
• FXDmajorChannel Partner/ Reseller/ DistributorFXD 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.
• OlivermajorChannel Partner/ Reseller/ DistributorOliver is a workwear and safety footwear brand stocked by Totally Workwear, offering comfortable and protective work boots and shoes for Australian tradies.
• CAT (Workwear)majorChannel Partner/ Reseller/ DistributorCAT 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 WearmajorChannel Partner/ Reseller/ DistributorJB's Wear is a workwear brand stocked by Totally Workwear, particularly prominent in the hi-vis and workwear vest categories.
• RainbirdmajorChannel Partner/ Reseller/ DistributorRainbird is a workwear brand specializing in hi-vis and wet weather gear, stocked by Totally Workwear across hi-vis vests and jackets.
• BolleminorChannel Partner/ Reseller/ DistributorBolle is a safety eyewear and accessories brand stocked by Totally Workwear, providing eye protection for tradies and industrial workers.
• Anthem WorkwearminorChannel Partner/ Reseller/ DistributorAnthem 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

Others

• 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

• Facebookfacebook.com/TWWBerwick
• Instagraminstagram.com/totallyworkwearaus
• LinkedInlinkedin.com/company/totally-workwear-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 Totally Workwear