Country Road Group
Country Road Group is a privately held Australian multi-brand specialty fashion retailer operating five owned brands (Country Road, Mimco, Trenery, Witchery, POLITIX) across standalone stores, department store concessions, e-commerce, and a curated marketplace, serving mid-to-upper tier consumers in Australia, New Zealand, and South Africa as a subsidiary of Woolworths Holdings Limited.
- Company typePrivate
- Founded1974
- HeadquartersBurnley, Victoria, Australia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Country Road Group does
Country Road Group Pty Ltd is a privately held Australian multi-brand specialty fashion retailer, headquartered in Burnley, Victoria, with approximately 2,678 employees. The group operates a portfolio of five wholly-owned, registered Australian fashion brands — Country Road (flagship lifestyle, founded 1974), Mimco (accessories), Trenery (timeless style), Witchery (trend-led women's fashion), and POLITIX (contemporary menswear) — serving mid-to-upper tier fashion consumers across Australia, New Zealand, and South Africa. The group is a wholly-owned subsidiary of Woolworths Holdings Limited (JSE-listed, South Africa) since September 2014, with WHL operating more than 1,400 stores across the Southern Hemisphere.
The group distributes through a multi-channel model comprising standalone brand retail stores, third-party department store concessions at David Jones and Myer, owned brand e-commerce websites, and a proprietary Curated Marketplace that onboards trusted third-party sellers. Logistics are consolidated at the Truganina Omni Fulfilment Centre, a 21,000 sq.ft. facility opened in June 2015 that was the first '5 Star Green Star – Industrial As Built v1' rated facility in Victoria, sourcing approximately 70% of its energy from renewable or Greenpower equivalents. The technology stack is standard retail e-commerce infrastructure with SSL-secured transactions and cookie-based analytics; no AI/ML, proprietary data, or API platform is disclosed.
The business model is predominantly direct-to-consumer retail with a one-time purchase model across the five owned brands, supplemented by wholesale/concession revenue through department store partners and a marketplace commission stream from third-party sellers. Sustainability and ethical sourcing are central to the value proposition, with commitments including net zero Scope 1 & 2 emissions by 2040, 100% renewable energy by 2030, and partnerships with the Better Cotton Initiative, Canopy, the International Accord for Health and Safety, and the Ethical Trade Initiative. The group maintains cause-marketing partnerships (OCRF via Witchery, Our Watch via Mimco) and a First Nations Reconciliation Action Plan. Steven Cook was appointed CEO in July 2025.
Country Road Group firmographics
Firmographics- Name
- Country Road Group
- Legal name
- Country Road Group Pty Ltd
- Website
- https://countryroadgroup.com.au
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Country Road Group is a privately held Australian multi-brand specialty fashion retailer operating five owned brands (Country Road, Mimco, Trenery, Witchery, POLITIX) across standalone stores, department store concessions, e-commerce, and a curated marketplace, serving mid-to-upper tier consumers in Australia, New Zealand, and South Africa as a subsidiary of Woolworths Holdings Limited.
- Ownership category
- akta.pro rank
Country Road Group industry classification
Industry- Product category
- Specialty Fashion Retail
- NAICS
- Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Streetwear & Contemporary Apparel Retail (CRAAABAM)
Keywords
Where Country Road Group is headquartered
LocationHeadquarters
- HQ city
- Burnley, Victoria
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Country Road Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail Sales - Direct: Revenue generated from selling apparel, accessories, and homeware through owned retail stores and e-commerce websites across five brands: Country Road, Mimco, Trenery, Witchery, and POLITIX.
- Curated Marketplace Commission: Third-party sellers offer products through Country Road Group's curated marketplace. Products are shipped directly from trusted third-party sellers to customers. Commission-based model with loyalty rewards integration.
- Wholesale/Concession Revenue: Products sold through department store concessions including David Jones and Myer across Australia and New Zealand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Other | Employee Staff Discount |
| Other | Annual | Management Annual Product Allowance |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Country Road Group product offering
Product offeringCore offering
Country Road Group is a multi-brand specialty fashion retailer selling apparel, accessories, and homeware through five iconic Australian brands — Country Road, Mimco, Trenery, Witchery, and POLITIX. Products are distributed via standalone retail stores, department store concessions (David Jones, Myer), brand-owned e-commerce sites, and a curated third-party marketplace, serving customers across Australia, New Zealand, and South Africa. The group operates a state-of-the-art Omni Fulfilment Centre in Truganina, Victoria, supporting its retail and online operations.
Product overview
Country Road Group operates as a multi-brand fashion retail house consisting of five iconic sub-brands: Country Road (flagship lifestyle brand), Mimco (accessories), POLITIX (men's fashion), Trenery (timeless style), and Witchery (fashion-forward). The portfolio represents one of Australia's largest specialty fashion retailers with a market-leading position in the mid-to-upper tier segment. The group also operates a proprietary Curated Marketplace for third-party brands and maintains an Omni Fulfilment Centre for logistics operations across Australia and New Zealand. The company is owned by Woolworths Holdings Limited (South Africa), a Southern Hemisphere retail group listed on the Johannesburg Stock Exchange.
Differentiator
Problem solved
Functional benefit
Brands
- Country Road: Iconic Australian fashion lifestyle brand for women, men, children and home, delivering modern Australian design for effortless living.
- Mimco
- POLITIX
- Trenery
- Witchery
Products and services
- Country Road Iconic Australian fashion lifestyle brand offering modern Australian design for effortless living across apparel, accessories, and homeware for women, men, children, and home. Targets mid to upper-tier fashion consumers seeking quality, stylish, versatile clothing.
- Mimco Design-led accessories brand born in Melbourne, creating contemporary designs with urban sophistication that empower individual style and self-expression. Targets fashion consumers seeking distinctive accessories.
- POLITIX Contemporary Australian men's fashion brand combining skillful design and time-honoured craftsmanship to deliver the ultimate fit, empowering modern gentlemen to express their own unique style.
- Trenery Timeless style brand for women and men celebrating simple, sophisticated collections embracing natural fibres including linen, wool, cotton, silk, and cashmere. Targets consumers seeking classic, enduring design.
- Witchery Fashion brand at the forefront of capturing global fashion trends and delivering highly sought-after inspired designs, primarily in women's apparel. Targets fashion-forward consumers seeking trend-led designs.
Quantifiable outcome
- 70% of energy from renewable/Greenpower sources
- +1 more outcomes
Companies that use Country Road Group
Customer profileSegments3 records
Ideal customer profiles3 records
Country Road Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Country Road Group partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Better Cotton InitiativecoreCountry Road Group is a member of the Better Cotton Initiative, supporting sustainable cotton farming practices as cotton is the most used natural fibre across the group's brands.
- CanopycoreCountry Road Group partners with Canopy, an organisation working to protect the world's forests, species and climate. The group prioritises fibre suppliers that complete CanopyStyle audits and are 'Canopy Green Shirt' rated.
- International Accord for Health and Safety in the Textile and Garment IndustrycoreIn August 2021, Country Road Group committed to the new International Accord for Health and Safety in the Textile and Garment Industry, a revision and expansion of the Bangladesh Accord following the Rana Plaza disaster. The agreement protects worker safety and improves supply chain conditions.
- Red Cross (Australia and New Zealand)coreCountry Road Group partners with Australian and New Zealand Red Cross through the Country Road Fashion Trade Program, encouraging customers to donate pre-loved clothing.
- Australian Wool InnovationminorCountry Road Group engages with Australian Wool Innovation as part of its responsible wool sourcing strategy, supporting improved sourcing standards and animal welfare in the wool supply chain.
- RSPCA AustraliaminorEngagement with RSPCA Australia to inform animal welfare standards and practices within the supply chain, particularly regarding mulesing practices.
- Four Paws AustraliaminorAnimal welfare stakeholder engagement to support responsible wool sourcing and ethical treatment of animals in the supply chain.
- Humane Society International AustraliaminorAnimal welfare stakeholder engagement to inform responsible sourcing practices and animal welfare policies.
- Ethical Trade InitiativecoreCountry Road Group is a member of the Ethical Trade Initiative and endorses the Global Living Wage Coalition Anker Methodology definition, committed to promoting conditions that support every worker's opportunity to receive a living wage.
- Ovarian Cancer Research Foundation (OCRF)coreWitchery brand partners with OCRF through the annual White Shirt Campaign, making Witchery/CRG the single largest funder of ovarian cancer research in Australia.
- Our WatchcoreMIMCO brand collaborates with Our Watch as part of its social development and community partnership program.
- First Nations ReconciliationcoreCountry Road Group is committed to First Nations inclusion through its Reconciliation Action Plan and supports the Uluru Statement from the Heart, working with First Nations communities in the Australian fashion industry.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
Country Road Group competitors and assessment
Company assessmentDirect peers
- Cotton On Group: Australia's largest specialty fashion retailer operating multiple owned apparel and accessories brands across physical and online channels. Highly comparable multi-banner specialty model targeting Australian consumers, with similar geographic concentration and channel mix.
- Seed Heritage: Australian and New Zealand heritage lifestyle apparel brand offering contemporary clothing for women, men, and children. Closely comparable positioning to Country Road's mid-to-upper-tier lifestyle aesthetic with overlapping customer base and channel strategy.
- Mosaic Brands: ASX-listed multi-brand specialty apparel retailer in Australia and New Zealand with brands including Noni B, Millers, Rockmans, and Rivers. Operates a directly comparable multi-banner specialty fashion model targeting similar mid-market Australian demographics.
- The Iconic: Leading Australian online fashion and lifestyle retailer offering multi-brand specialty apparel assortment. Directly comparable on customer segment, brand portfolio breadth, and e-commerce-led go-to-market, though pure-play digital versus CRG's omnichannel model.
- Premier Investments: ASX-listed Australian specialty apparel retailer operating brands including Just Jeans, Portmans, Dotti, Jacqui E, and Peter Alexander. Closely comparable multi-brand specialty apparel house serving Australian and New Zealand consumers.
Broad incumbents
- David Jones: Iconic Australian premium department store and key concession partner for CRG brands. Comparable as a competing destination for premium Australian fashion shoppers and as a wholesale customer whose concession economics directly affect CRG revenue.
- H&M Group: Global multi-brand fashion retailer (H&M, COS, & Other Stories) with material Australian footprint. Comparable as a broad incumbent competing for the same mid-market fashion consumer with a multi-brand portfolio strategy.
- Myer Holdings: ASX-listed Australian department store operator and key concession partner for CRG's Witchery and Mimco brands. Broad incumbent in Australian apparel retail; comparable as a competing distribution channel and as a destination for the same mid-tier consumer.
- Inditex (Zara): Global multi-brand specialty apparel operator (Zara, Massimo Dutti, Pull&Bear) with established Australian and New Zealand presence. Comparable on multi-banner specialty apparel model and fast-fashion-adjacent contemporary positioning targeting similar demographics.
- Fast Retailing (Uniqlo): Global apparel retailer operating Uniqlo and Theory with strong Australian presence. Comparable as a global incumbent competing for the same contemporary essentials customer that Country Road's lifestyle brand targets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Country Road Group social profiles
Digital presenceCountry Road Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Country Road Group leadership team
Management profileNumber of profiles
Profiles13 records
Country Road Group subsidiaries and ownership
Company hierarchySubsidiaries5 records
Country Road Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Country Road Group 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 Country Road Group
What does Country Road Group do?
Country Road Group is a multi-brand specialty fashion retailer selling apparel, accessories, and homeware through five iconic Australian brands — Country Road, Mimco, Trenery, Witchery, and POLITIX. Products are distributed via standalone retail stores, department store concessions (David Jones, Myer), brand-owned e-commerce sites, and a curated third-party marketplace, serving customers across Australia, New Zealand, and South Africa. The group operates a state-of-the-art Omni Fulfilment Centre in Truganina, Victoria, supporting its retail and online operations.
Is Country Road Group a public or private company?
Country Road Group is a private company. It is classified as corporate owned and is currently operating.
When was Country Road Group founded?
Country Road Group was founded in 1974. It employs 1,001 to 5,000 people.
Where is Country Road Group based?
Country Road Group is headquartered in Burnley, Victoria, Australia, in the Oceania region.
How does Country Road Group make money?
Three revenue lines are on record. Retail Sales - Direct is the primary driver. The others are curated Marketplace Commission and wholesale/Concession Revenue.
Who are Country Road Group's main competitors?
Direct peers on record are Cotton On Group, Seed Heritage, Mosaic Brands, The Iconic and Premier Investments. Broad incumbents are David Jones, H&M Group, Myer Holdings, Inditex (Zara) and Fast Retailing (Uniqlo).
Does Country Road Group have an API?
No public API is recorded for Country Road Group.
What industry is Country Road Group in?
Country Road Group's product category is Specialty Fashion Retail. Its primary akta.pro industry code is CRAAABAM, Streetwear & Contemporary Apparel Retail. Its NAICS code is 45811 and its SIC code is 5600.