Cloke
Cloke is a New Zealand family-owned wholesale apparel distributor founded in 1966, supplying ready-to-brand garments — hoodies, outerwear, fleece, tees, polos, and kids' wear — to businesses, schools, sports teams, and consumers across New Zealand via direct sales and an approved distributor network.
- Company typePrivate
- Founded1966
- HeadquartersInvercargill, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Cloke does
Cloke is a privately held, family-owned New Zealand wholesale apparel distributor founded in 1966 and headquartered in Invercargill. The company designs, sources, and distributes ready-to-brand garments — including hoodies, sweatshirts, fleece, outerwear, merino wool apparel, t-shirts, polos, singlets, pants/shorts, rugby jerseys, and a full kids' range — engineered under a "Born To Brand" philosophy that prioritises fabric suitability for embellishment, construction access points for branders, and long-term appearance retention. All products carry a lifetime guarantee.
The business operates two order models: a Stock Service offering same-day dispatch on New Zealand orders placed before 4pm, and an Indent Service for custom-manufactured, specification-driven orders. Customisation services include label changing, zip pullers, hood linings/drawcords, and embellishment (embroidery/printing). The company sells through its own e-commerce website to SMBs, individual consumers, and institutional buyers, and through an approved distributor network with volume pricing for wholesale accounts. A Data Files and API service enables B2B integration for distributors.
Customer segments span work/uniform, school, sports, casual, and school leavers. Signature collections include Home of Hoodies (celebrating 60 years), The Go-To Collection (high-volume wholesale), XT Performance (athletic), and 25 Years of Origin (heritage). The company is New Zealand owned and designed, operates as a private family business with no external investment or parent company, and reports 11–50 employees. All operations are confined to the New Zealand domestic market.
Cloke firmographics
Firmographics- Name
- Cloke
- Legal name
- Cloke
- Website
- https://auroraclothing.co.nz
- Company type
- Private
- Founded year
- 1966
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cloke is a New Zealand family-owned wholesale apparel distributor founded in 1966, supplying ready-to-brand garments — hoodies, outerwear, fleece, tees, polos, and kids' wear — to businesses, schools, sports teams, and consumers across New Zealand via direct sales and an approved distributor network.
- Ownership category
- akta.pro rank
Cloke industry classification
Industry- Product category
- Wholesale Apparel
- NAICS
- Clothing and Clothing Accessories Merchant Wholesalers (424350), Apparel, Piece Goods, and Notions Merchant Wholesalers (4243), Apparel Manufacturing (315)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Workwear, Uniforms & Corporate Apparel Wholesale (CRAOADAF)
- akta.pro secondary industries
- Branded Merchandise & Promotional Apparel Wholesale (CRAOADAI), Sustainable / Ethical Apparel & Accessories Wholesale (CRAOADAJ)
Keywords
Where Cloke is headquartered
LocationHeadquarters
- HQ city
- Invercargill
- HQ country
- New Zealand
- HQ region
- Oceania
Markets served
Cloke business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Volume/discount pricing tiers |
Distribution channels2 records
Marketing channels4 records
Cloke product offering
Product offeringCore offering
Cloke is a New Zealand-owned wholesale clothing distributor, established in 1966, that designs, sources, and supplies ready-to-brand garments across apparel categories including hoodies, t-shirts, polos, outerwear, merino, fleece, pants, shorts, rugby jerseys, and kidswear. The company sells in bulk to businesses, schools, sports teams, uniform buyers, and distributors, with complementary direct-to-consumer sales for casual wear. Value-added services include stock service with same-day dispatch, indent manufacturing, custom styles, embellishment, and a lifetime guarantee.
Product overview
Cloke is a New Zealand-owned wholesale clothing distributor offering ready-to-brand garments designed for work, school, sports, and casual use across men, women, and kids segments. The portfolio consists of core apparel categories (outerwear/softshells, fleece, hoodies, t-shirts, polos, rugby jerseys, pants/shorts) and a dedicated kids range, supplemented by branded collections (Home of Hoodies celebrating 60 years, The Go-To Collection for high-volume wholesale, XT Performance athletic wear, and 25 Years of Origin heritage line). Beyond finished garments, Cloke provides customisation services including label changing, zip pullers, hood linings/drawcords, and embellishment options, alongside two ordering models: Stock (same-day NZ dispatch with 4pm cutoff) and Indent (custom manufacturing). The business operates a B2B Data Files and API for wholesale distributor integration. All products carry a lifetime guarantee and are designed with branding access points per the 'Born To Brand' philosophy.
Differentiator
Problem solved
Functional benefit
Products and services
- Hoodies
Companies that use Cloke
Customer profileSegments5 records
Ideal customer profiles3 records
Cloke technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Cloke partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights5 records
Cloke competitors and assessment
Company assessmentBroad incumbents
- Hanes Australasia: Major Australasian basics and activewear wholesaler (Hanes, Bonds, Sheridan) selling through retail and B2B channels. Comparable as a broad incumbent competing in blank apparel, basics, and teamwear at much greater scale than Cloke across the same ANZ geography.
- KingGee: Established Australian workwear brand under the WesTrac/Pacific Brands portfolio, with broad range covering industrial, safety, and corporate apparel. Comparable as a larger incumbent competing in the same workwear and corporate apparel wholesale category across ANZ.
- SanMar Corporation: One of the largest US-based wholesale apparel distributors supplying blank and decorated apparel to the imprintables industry. Comparable as a broad incumbent in wholesale blank apparel with extensive distributor programs and data/API infrastructure for B2B buyers.
- Gildan: Global vertically integrated manufacturer and wholesaler of basic apparel (tees, fleece, socks) sold to printwear, promotional, and retail customers worldwide. Comparable as a broad incumbent blank apparel wholesaler; a key competitive force on price and scale for Cloke's core categories.
Direct peers
- Biz Collection: Australia/NZ wholesale apparel brand focused on corporate, hospitality, team, and school wear with a wide blank range sold through distributors. Directly comparable as a regional wholesale apparel specialist serving overlapping corporate, school, and sports verticals across ANZ.
- AS Colour: New Zealand-based wholesale apparel brand offering blank and ready-to-print garments (tees, hoodies, sweatshirts) to decorators, brands, and retailers. Directly comparable as a NZ wholesale apparel specialist targeting similar B2B decorator and reseller customers, though at a larger scale.
- Syzmik Workwear: Australia/NZ workwear and uniform brand sold through distributors to industrial and corporate buyers. Comparable as a wholesale apparel brand with a strong workwear positioning, overlapping with Cloke's Work Uniform vertical and B2B distributor network.
- JB's Wear: Australia/NZ wholesaler of workwear, teamwear, schoolwear, and healthcare apparel distributed through promotional and uniform resellers. Directly comparable across product categories (polos, tees, outerwear), customer segments (work/school/sports), and B2B distributor-led go-to-market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Cloke social profiles
Digital presenceCloke financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cloke leadership team
Management profileNumber of profiles
Cloke funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cloke 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 Cloke
What does Cloke do?
Cloke is a New Zealand-owned wholesale clothing distributor, established in 1966, that designs, sources, and supplies ready-to-brand garments across apparel categories including hoodies, t-shirts, polos, outerwear, merino, fleece, pants, shorts, rugby jerseys, and kidswear. The company sells in bulk to businesses, schools, sports teams, uniform buyers, and distributors, with complementary direct-to-consumer sales for casual wear. Value-added services include stock service with same-day dispatch, indent manufacturing, custom styles, embellishment, and a lifetime guarantee.
Is Cloke a public or private company?
Cloke is a private company. It is classified as unknown and is currently operating.
When was Cloke founded?
Cloke was founded in 1966. It employs 11 to 50 people.
Where is Cloke based?
Cloke is headquartered in Invercargill, New Zealand, in the Oceania region.
Who are Cloke's main competitors?
Broad incumbents on record are Hanes Australasia, KingGee, SanMar Corporation and Gildan. Direct peers are Biz Collection, AS Colour, Syzmik Workwear and JB's Wear.
Does Cloke have an API?
Yes. Cloke offers a Data Files and API service. This appears to be a B2B wholesale data integration tool enabling distributors and business customers to programmatically access product data, inventory information, and data files for integration with their own systems. Developer documentation is at www.cloke.co.nz/resources/data-files-and-api.
What industry is Cloke in?
Cloke's product category is Wholesale Apparel. Its primary akta.pro industry code is CRAOADAF, Workwear, Uniforms & Corporate Apparel Wholesale, with a secondary code of CRAOADAI, Branded Merchandise & Promotional Apparel Wholesale. Its NAICS code is 424350 and its SIC code is 5130.