Pacific Brands
Pacific Brands (Hanes Australasia Limited) is an Australian and New Zealand intimate apparel, underwear, and casualwear company operating a multi-brand wholesale platform as the wholly-owned subsidiary of global apparel group Hanes Brands Inc.
- Company typePrivate
- Founded1985
- HeadquartersCamberwell, Australia
- Headcount5,001–10,000
- GTM typeB2C
- OfferingHardware or Manufacturing
Pacific Brands firmographics
Firmographics- Name
- Pacific Brands
- Legal name
- Hanes Australasia Limited
- Website
- https://pacificbrands.com.au
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Pacific Brands (Hanes Australasia Limited) is an Australian and New Zealand intimate apparel, underwear, and casualwear company operating a multi-brand wholesale platform as the wholly-owned subsidiary of global apparel group Hanes Brands Inc.
- Ownership category
- akta.pro rank
Pacific Brands industry classification
Industry- Product category
- Underwear and Intimate Apparel
- NAICS
- Clothing and Clothing Accessories Merchant Wholesalers (424350)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Fashion Apparel Wholesale (Men’s, Women’s, Kids) (CRAOADAA)
- akta.pro secondary industry
- Premium & Contemporary Apparel Brands (CRAAAAAB)
Keywords
Where Pacific Brands is headquartered
LocationHeadquarters
- HQ city
- Camberwell
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Pacific Brands business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales
Distribution channels2 records
Marketing channels1 record
Pacific Brands product offering
Product offeringCore offering
Pacific Brands (Hanes Australasia Limited) manufactures and sells a portfolio of consumer apparel products, including underwear, socks, and casual wear, marketed under Australia's most loved and market-leading brands. The company serves consumers across Australia and New Zealand through wholesale trading partners and direct retail channels, supported by a dedicated B2B ordering platform (NuOrder) for new wholesale trading partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Underwear Consumer underwear products sold under Pacific Brands' portfolio of Australia's market-leading apparel brands, distributed through wholesale trading partners and retail channels across Australia and New Zealand.
- Socks Consumer sock products marketed under the company's multi-brand portfolio, sold to end consumers through retail and wholesale partners in Australia and New Zealand.
- Casual Wear Branded casual apparel offerings within the Pacific Brands portfolio, distributed via wholesale and direct retail channels to consumers in Australia and New Zealand.
Companies that use Pacific Brands
Customer profileSegments1 record
Ideal customer profiles2 records
Pacific Brands technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pacific Brands competitors and assessment
Company assessmentBroad incumbents
- Country Road Group: Australian premium apparel retailer and brand owner (Country Road, Mimco, Witchery, Trenery). Comparable ANZ positioning and brand-portfolio model, though operating in different price-point and category mix.
- PVH Corp. Global apparel incumbent owning Calvin Klein and Tommy Hilfiger, with a meaningful intimate apparel and underwear franchise. Operates broader than Pacific Brands but overlaps materially in branded intimate apparel distribution to ANZ retailers.
- Cotton On Group: Large Australian-headquartered apparel retailer operating across basics, casualwear, and accessories. Comparable ANZ footprint and overlap in casualwear and socks/underwear basics, though more retail-led than brand-portfolio-led.
Direct peers
- Triumph International: Swiss-headquartered intimate apparel manufacturer and wholesaler with overlapping product categories including bras, underwear, and sleepwear. Highly comparable mid-market-to-premium positioning and multi-channel distribution.
- Jockey International: US-headquartered underwear and intimate apparel brand and wholesaler with global distribution. Directly comparable core category (underwear), wholesale-led go-to-market, and emphasis on comfort-focused basics.
- Hanesbrands Inc. Global intimate apparel and basics parent of Pacific Brands, operating the same core categories (underwear, socks, bras, casualwear) across multiple geographies and brands. Directly comparable product portfolio, distribution model, and category economics, while also functioning as Pacific Brands' corporate parent.
- Hanro: Swiss heritage brand specializing in premium underwear, loungewear, and nightwear. Comparable mid-to-premium positioning, intimate apparel category overlap, and wholesale-led distribution through department stores and specialty retailers.
- Maidenform: Long-established intimate apparel brand focused on bras and shapewear, now part of Hanesbrands. Directly comparable product category (intimate apparel) and wholesale distribution model.
Emerging players
- Modibodi: Australian DTC intimate apparel brand specializing in reusable period and leak-proof underwear. Compares on ANZ intimate apparel category and brand-building playbook, but competes via direct-to-consumer and product innovation rather than wholesale.
- Boody: Australian-origin sustainable basics brand focused on bamboo-based underwear, socks, and casualwear. Competes in the same commoditized basics categories as Pacific Brands with a sustainability-forward positioning and growing retail/wholesale distribution.
Market position
Customer concentration
Pacific Brands social profiles
Digital presencePacific Brands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pacific Brands leadership team
Management profileNumber of profiles
Pacific Brands funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pacific Brands M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pacific Brands
What does Pacific Brands do?
Pacific Brands (Hanes Australasia Limited) manufactures and sells a portfolio of consumer apparel products, including underwear, socks, and casual wear, marketed under Australia's most loved and market-leading brands. The company serves consumers across Australia and New Zealand through wholesale trading partners and direct retail channels, supported by a dedicated B2B ordering platform (NuOrder) for new wholesale trading partners.
Is Pacific Brands a public or private company?
Pacific Brands is a private company. It is classified as corporate owned and is currently operating.
When was Pacific Brands founded?
Pacific Brands was founded in 1985. It employs 5,001 to 10,000 people.
Where is Pacific Brands based?
Pacific Brands is headquartered in Camberwell, Australia, in the Oceania region.
Who are Pacific Brands's main competitors?
Broad incumbents on record are Country Road Group, PVH Corp. and Cotton On Group. Direct peers are Triumph International, Jockey International, Hanesbrands Inc., Hanro and Maidenform. Emerging players are Modibodi and Boody.
Does Pacific Brands have an API?
No public API is recorded for Pacific Brands.
What industry is Pacific Brands in?
Pacific Brands's product category is Underwear and Intimate Apparel. Its primary akta.pro industry code is CRAOADAA, Fashion Apparel Wholesale (Men’s, Women’s, Kids), with a secondary code of CRAAAAAB, Premium & Contemporary Apparel Brands. Its NAICS code is 424350 and its SIC code is 5130.