Swanndri

What Swanndri does

Swanndri is a New Zealand-founded outdoor clothing company established in 1913 and operated today as Swanndri New Zealand Limited, a privately held entity headquartered in Christchurch. The company designs and sells durable apparel built primarily around New Zealand-sourced natural fibers — including merino wool, traditional wool, and oilskin-treated cotton — targeting farmers, rural workers, tradespeople, outdoor enthusiasts, and lifestyle consumers in New Zealand and Australia. The product range spans men's clothing (371 SKUs), women's clothing (220 SKUs), kids' clothing (34 SKUs), and accessories (185 SKUs), with technical features such as 15K waterproof/breathable ratings on the Shearwater Rain Jacket and 400gsm cotton stretch fabric on the Burkes Pass Extreme Pant. The company also operates two wholly-owned sub-brands — Line 7 for high-performance technical apparel and Grubs for gumboot-style footwear — alongside a ZQRX-certified regenerative wool premium range.

Swanndri's go-to-market is a hybrid direct-to-consumer and wholesale model. It sells directly through two e-commerce storefronts (swanndri.co.nz for New Zealand and swanndri.com.au for Australia) and 8 owned retail stores across major New Zealand cities (Auckland, Wellington, Christchurch, Queenstown, Dunedin, New Plymouth), supported by a dedicated outlet channel offering 30-70% discounts on prior-season inventory and a digital gift card program denominated NZ$50 to NZ$350. Australian distribution relies on an extensive network of 696 authorized stockists spanning rural workwear chains (Totally Workwear, Landmark, Horseland) and independent retailers. Pricing is unit-based in NZD across entry-level basics (from NZ$17.99), mid-range shirts and fleece (NZ$38.99-NZ$169.99), and premium outerwear (NZ$199.99-NZ$389.99). Payment options include Afterpay buy-now-pay-later integration.

The company's revenue model is straightforward one-time product sales supplemented by gift card redemption and outlet clearance; no subscription, licensing, or recurring revenue streams are disclosed. Marketing emphasizes authentic outdoor credentials through partnerships (NZ Young Farmers, sponsorship of TVNZ's "Off The Grid with Colin and Manu"), Instagram-led social content, an editorial blog, and an email/loyalty rewards program. The ownership structure is private with no disclosed parent company, venture capital backing, or institutional investment, and no public revenue, headcount, or financial disclosures are available in the input data.

Name

Swanndri

Legal name

Swanndri New Zealand Limited

Website

https://swanndri.co.nz

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

11–50 employees

Short description

Swanndri is a privately held New Zealand heritage outdoor apparel brand founded in 1913, selling NZ-wool, merino, and oilskin workwear and outdoor clothing to farmers, rural workers, and lifestyle consumers across New Zealand and Australia via owned retail stores, e-commerce, and a 696-location stockist network.

Ownership category

akta.pro rank

Product category

Outdoor Workwear Apparel

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600), Women's, Misses', And Juniors Outerwear (2330), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)

akta.pro primary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

akta.pro secondary industries

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Outerwear & Snowsuits (Children) (CRAAAHAF)

Keywords

• Outdoor workwear
• Wool apparel
• Merino clothing
• Oilskin garments
• Rural workwear

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Primary revenue from selling outdoor clothing and accessories directly to consumers through e-commerce website and physical retail stores. Products include men's, women's, and children's clothing, accessories, and outdoor gear.
2. Gift Cards: Digital gift cards sold in denominations from NZ$50 to NZ$350, valid for 3 years from purchase date, redeemable in NZ online store and retail locations.
3. Outlet/Discount Sales: Dedicated outlet section with discounted products, offering 30-70% off retail prices on discontinued or seasonal items.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Swanndri designs, manufactures, and retails heritage outdoor clothing and accessories built around New Zealand wool, merino, and oilskin fabrics. Its range spans men's, women's, and kids' apparel (shirts, jackets, vests, pants, fleeces, sweaters), footwear (Grubs Gumboots), and accessories, sold direct-to-consumer online and across its New Zealand retail stores, plus an Australia-wide stockist network.

Product overview

Swanndri is a New Zealand-based outdoor clothing retailer offering a comprehensive portfolio of durable apparel across men's, women's, kids', and accessories categories. The product line includes core offerings like bushshirts, jackets, knitwear, fleece tops, merino clothing, pants, and workwear, complemented by specialized sub-brands Line 7 (high-performance waterproof clothing) and Grubs Gumboots (specialized footwear). The company also operates an Outlet section for discounted previous-season items and offers digital Gift Cards. Products emphasize New Zealand wool materials, weather resistance, and durability for outdoor enthusiasts, farmers, and workers in demanding conditions. The brand has been providing outdoor clothing for over a century, with recent additions including the ZQRX Regenerative Wool Range supporting sustainable sourcing.

Differentiator

Problem solved

Functional benefit

Brands

• Line 7: A performance outdoor and technical apparel sub-brand of Swanndri, featuring products like the Line 7 Men's Aqua Max Bib Waterproof Trouser and Line 7 Women's Storm Armour10 Waterproof Bib Overtrouser. Line 7 has its own dedicated stores and stockists throughout New Zealand.
• Grubs

Products and services

• Men's Clothing Collection Range of men's shirts, jackets, pants, fleeces, vests, sweaters, and accessories designed for outdoor work and lifestyle use, made from wool, merino, oilskin, and technical fabrics. Targeted at men who need durable, weather-resistant apparel for rural, farming, hunting, and outdoor recreation.
• Women's Clothing Collection Range of women's shirts, jackets, vests, pants, sweaters, fleeces, and accessories built for outdoor work and lifestyle, using wool, merino, oilskin, and weatherproof fabrics. Targeted at women needing durable, functional outdoor wear for rural, farming, lifestyle, and recreation use.
• Kids' Clothing Collection Range of kids' tops, bottoms, fleeces, jackets, hats, and accessories designed for outdoor play and weather protection. Targeted at parents buying durable outdoor wear for children.
• Accessories Collection Range of hats, beanies, scarves, gloves, bags, socks, and other outdoor accessories complementing the core clothing range. Targeted at Swanndri customers seeking full weather and lifestyle outfitting.
• Line 7 Collection

Quantifiable outcome

• 15K waterproof and breathable rating on Shearwater Rain Jacket
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

One partnership is on record.

• NZ Young FarmerscoreStrategic or Co-development PartnerSwanndri partners with NZ Young Farmers to design and test gear alongside the people who rely on it most. Young farmers Britt and George have been featured testing and endorsing Swanndri products in real farm conditions, providing authentic product feedback and user-generated content for marketing. The partnership supports the next generation of Kiwi farmers with gear made for life on the land.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Carhartt: Established global workwear brand with deep penetration in rural and trade worker segments comparable to Swanndri's core customer base. Overlaps in durable work pants, jackets, and outdoor apparel with comparable pricing tiers.
• Patagonia: Global premium outdoor apparel brand with strong sustainability positioning and direct overlap with Swanndri's regenerative wool and durability messaging. Competes for the same environmentally conscious outdoor consumer.
• Helly Hansen: Norwegian workwear and outdoor apparel brand with established presence in farming, sailing, and outdoor worker segments. Competes with Swanndri in waterproof outerwear and workwear for rural and outdoor professionals.

Direct peers

• Macpac: New Zealand outdoor brand owned by Kathmandu Limited selling outdoor clothing, backpacks, and equipment through NZ and AU retail and e-commerce. Directly comparable as a fellow NZ-based outdoor apparel retailer with overlapping hiking/outdoor customer base.
• Icebreaker: New Zealand-founded merino wool outdoor apparel brand serving the same hiking, trail, and lifestyle consumer as Swanndri with overlapping product categories including base layers, midlayers, and outerwear. Direct competitor in the NZ/AU outdoor apparel market with comparable natural-fiber positioning.
• Kathmandu: Largest NZ/AU outdoor retail brand selling apparel, footwear, and equipment for travel and outdoor adventure. Direct competitor with overlapping target customers, multi-channel DTC + retail model, and comparable outerwear and apparel product mix.
• Craghoppers: UK-based outdoor and travel clothing brand specializing in waterproof jackets, hiking pants, and travel apparel. Comparable product mix across men's and women's outdoor clothing and direct overlap in performance outdoor categories.
• Fjällräven: Swedish outdoor heritage brand selling durable outdoor clothing and equipment with strong brand heritage and similar product mix (jackets, wool garments, outdoor pants). Comparable positioning around long-lasting, heritage-driven outdoor apparel.

Regional players

• Rip Curl: Australian outdoor and surf apparel brand with strong retail presence across Australia and New Zealand. Comparable in DTC + retail multi-channel model and overlapping casual outdoor apparel categories.

Others

• Grubs Boots: Specialist gumboot and outdoor footwear brand already distributed through Swanndri as a sub-brand. Adjacent relationship as both a complementary product line within Swanndri's assortment and a standalone peer in the outdoor footwear category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/swanndrinz
• Instagraminstagram.com/swanndri_nz
• Xx.com/swanndrinz
• LinkedInlinkedin.com/company/swanndri-new-zealand-ltd-

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Swanndri