What Mac Pac does

Macpac, legally Macpac New Zealand Limited, is a New Zealand-headquartered outdoor apparel and equipment retailer founded in 1973 and operating across New Zealand and Australia under the ownership of Super Retail Group Limited (ASX-listed Australian conglomerate; acquired Macpac in 2016). The company designs and retails technical outdoor clothing (women's, men's, kids, and baby), backpacks and bags, and camping/outdoor equipment, supported by proprietary sub-brands and lines including the Alpine Series, Fairtrade Organic Cotton Range, Puffer Jackets, and Merino Thermals. Product engineering emphasizes durability, with proprietary AzTEc Canvas (developed 1981) and certified materials including Responsible Down Standard down, bluesign-approved fabrics, Fairtrade organic cotton, recycled polyester, and Merino wool; design and testing are conducted in Christchurch.

Macpac monetizes through a multi-channel retail model spanning physical stores across New Zealand and Australia (including larger-format Macpac Adventure Hubs), two country-specific direct e-commerce storefronts (macpac.co.nz and macpac.com.au), international shipping via DHL Express, Click & Collect (4-hour in-store pickup), and a corporate/wholesale channel. The free Macpac Club loyalty program provides 20% off Macpac-branded products and 10% off footwear to drive retention. Revenue is generated principally through hardware sales of apparel, footwear, equipment, and bags at price points ranging from NZ$8 (accessories) to NZ$839 (premium equipment); brand-level revenue is not publicly disclosed. Customer segments span outdoor enthusiasts (primary), families, travelers/commuters, and snow sports participants, primarily reached through retail storefronts, content marketing, the Macpac Club email program, and community partnerships with organizations such as One NZ GODZONE and the NZ Paralympic Team.

Strategically, Macpac operates within a portfolio of outdoor-focused sustainability initiatives—microfibre consortium membership, Toitū carbonreduce certification, bluesign fabric adoption, Responsible Wool Standard commitment by 2025, and circular textile partnerships with Upparel, 2nd Life Project, and ImpacTex—reinforcing a durability-as-sustainability positioning and a repairs service (in-house in NZ; via Remote Equipment Repairs in Australia) intended to extend product lifecycles.

Name

Mac Pac

Legal name

Macpac New Zealand Limited

Website

https://macpac.co.nz

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1–10 employees

Short description

Macpac is a New Zealand-founded (1973) outdoor apparel and equipment retailer operating across New Zealand and Australia, designing and selling technical clothing, backpacks, and camping gear for outdoor enthusiasts, families, travelers, and snow sports participants, owned by ASX-listed Super Retail Group.

Ownership category

akta.pro rank

Product category

Outdoor Apparel and Equipment Retail

NAICS

Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (458110), Sporting and Athletic Goods Manufacturing (33992), Textile Bag and Canvas Mills (314910)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Camping, Hiking & Backpacking Gear Retail (CRAMAMAA)

akta.pro secondary industries

Climbing & Mountaineering Gear Retail (CRAMAMAB), Winter Accessories & On-Mountain Essentials Retail (Hand/Foot Warmers, Packs, Hydration, Sunglasses) (CRAMAJAJ), Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE)

Keywords

• Outdoor apparel retail
• Technical outdoor gear
• Camping equipment
• Hiking clothing
• Backpacks and luggage

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Apparel Sales: Sale of technical outdoor clothing including jackets, tops, pants, footwear, thermals, and accessories across womens, mens, kids, and baby categories.
2. Outdoor Equipment Sales: Sale of camping and outdoor equipment including tents, sleeping bags, camp furniture, stoves, kitchenware, coolers, water sports gear, and accessories.
3. Backpacks and Bags: Sale of backpacks, travel bags, everyday packs, and accessories across multiple use cases including hiking, travel, commuting, and school.
4. Macpac Club Membership: Free membership program offering 20% off Macpac branded products and 10% off footwear, plus exclusive member-only deals throughout the year.
5. International Shipping: International shipping to most countries for orders placed on macpac.co.nz, with $60 shipping fee plus potential customs charges.

Pricing tiers

Distribution channels6 records

Marketing channels5 records

Core offering

Macpac designs, retails, and sells technical outdoor apparel and equipment through physical stores across New Zealand and Australia and via e-commerce. The company offers women's, men's, and kids' clothing (jackets, tops, pants, thermals, footwear), backpacks and bags, and outdoor equipment (tents, sleeping bags, camp furniture, stoves, coolers, water sports gear), complemented by Click & Collect, a repairs service, and a loyalty program.

Product overview

Macpac is a New Zealand outdoor gear retailer founded in 1973, offering a comprehensive portfolio of technical apparel and equipment for outdoor enthusiasts. The core offering spans women's, men's, and kids' clothing lines including jackets, tops, pants, thermals, and footwear, complemented by backpacks and bags for outdoor adventure, travel, and everyday use, plus outdoor equipment such as tents, sleeping gear, camp furniture, and kitchen equipment. Key product sub-brands include the Alpine Series for high-performance mountaineering apparel, the Fairtrade Organic Cotton Range for sustainable basics, Puffer Jackets for insulated warmth, and Merino Thermals for natural base layers. The company also operates the Macpac Club loyalty program offering member discounts and exclusive deals, provides free Click & Collect service from stores, and maintains a repairs service to extend product lifespan. Macpac is owned by Super Retail Group and operates across New Zealand and Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Apparel Technical outdoor clothing for women including jackets and vests, tops, pants and shorts, footwear, thermals, and accessories designed for hiking, camping, travel, trail running, climbing, and snow sports.
• Men's Apparel Technical outdoor clothing for men including jackets and vests, tops, pants and shorts, footwear, thermals, and accessories designed for hiking, camping, travel, trail running, climbing, and snow sports.
• Kids' Apparel Outdoor clothing designed for children including jackets, tops, pants, accessories, and a Baby collection with onesies and outerwear.
• Backpacks and Bags Bags and packs including outdoor adventure backpacks, travel luggage, everyday backpacks for work/school/commute, and accessories such as packing cells and dry bags.
• Outdoor Equipment Camping and outdoor gear including tents, sleeping bags, mats, camp furniture, stoves, kitchen equipment, coolers, health and safety items, lights, and water sports equipment.
• Alpine Series High-performance technical apparel line designed for alpine and mountaineering activities, featuring premium materials and construction for extreme conditions.
• Fairtrade Organic Cotton Range Apparel collection made with certified Fairtrade and organic cotton, supporting sustainable farming practices and fair wages for farmers.
• Puffer Jackets Insulated down and synthetic jackets providing warmth in cold conditions, available in various weights and styles for men, women, and kids.
• Merino Thermals Base layer clothing made from merino wool, offering natural temperature regulation, odor resistance, and comfort for outdoor activities.
• Click & Collect Free in-store pickup service allowing customers to order online and collect from any Macpac store within 4 hours, with a 14-day hold period.
• Repairs Service Repair service for Macpac products to extend product life and reduce environmental impact, available in-store in New Zealand and through Remote Equipment Repairs in Australia.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core and minor.

• The Microfibre ConsortiumcoreStrategic or Co-development PartnerMacpac is a signatory of The Microfibre Consortium Roadmap, a global commitment to work towards zero impact from fragmentation of textile fibres to the natural environment by 2030. As a signatory, Macpac contributes vital test data to a central knowledge hub.
• Super Retail GroupcoreOthersParent company of Macpac. Super Retail Group Limited (ABN 81 108 676 204) includes Macpac Retail Pty Ltd (ABN 98 129 716 025) and Macpac New Zealand Limited (NZBN 9429031203746) among its brands including Supercheap Auto, Rebel Sport, and BCF.
• Remote Equipment RepairsminorImplementation/ SI/ Consulting PartnerAustralian repair partner for Macpac, handling repairs for over 20 years to keep gear in play longer and reduce environmental impact.
• UpparelminorStrategic or Co-development PartnerPioneers of circular textile recycling. Macpac has partnered with Upparel since 2020 to recycle un-repairable, un-donateable textiles. Currently available in Australia only.
• 2nd Life ProjectminorStrategic or Co-development PartnerAustralian partnership to repurpose unusable Macpac gear into new products, keeping used gear out of landfill.
• ImpacTexminorStrategic or Co-development PartnerPartner for recycling used Macpac merino products in New Zealand through their wool recycling program.
• One NZ GODZONEcoreGTM or Marketing PartnerTitle sponsorship partnership with the GODZONE adventure race, showcasing Macpac gear in extreme outdoor conditions.
• NZ Paralympic TeamcoreGTM or Marketing PartnerOfficial partnership with NZ Paralympic Team, including the Macpac Paralympics Range of products.
• FairtradecoreStrategic or Co-development PartnerPartnership for Fairtrade certified organic cotton in Macpac t-shirts, ensuring farmers receive fair prices and access to Fairtrade Premium for community investment.
• Outdoor Industry Association (OIA)minorStrategic or Co-development PartnerTrade organization membership dedicated to industry-wide collaboration on trade policy, sustainable business innovation, and increasing outdoor participation.
• amfori BSCIcoreStrategic or Co-development PartnerMacpac improves social performance of supply chain via amfori BSCI (Business Social Compliance Initiative) for open and sustainable trade.
• Sustainable Apparel CoalitioncoreStrategic or Co-development PartnerMacpac is a member using the Higg Index suite of tools to measure and score sustainability performance and product impacts.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Anaconda: Australian big-box outdoor and camping retailer selling tents, packs, apparel, and equipment. Comparable assortment to Macpac with a lower price-point positioning and primarily Australian footprint.

Broad incumbents

• BCF: Sister brand to Macpac within Super Retail Group, focused on boating, camping, and fishing. Overlaps with Macpac in camping equipment and family outdoor segments and shares the parent group's customer and loyalty infrastructure.
• Patagonia: Global premium outdoor apparel brand with deep sustainability credentials. Comparable to Macpac in technical apparel positioning and circular-economy/repair narrative, though operating globally and at a higher price tier.
• Arc'teryx: Premium technical outerwear and packs brand with growing ANZ presence. Comparable to Macpac's Alpine Series in mountaineering-grade apparel and a key benchmark for premium technical positioning.
• The North Face: Global outdoor apparel and equipment brand (VF Corporation) with strong ANZ distribution. Direct overlap with Macpac's Alpine Series, packs, and outerwear categories and substantially larger marketing and R&D budget.
• Columbia Sportswear: Global outdoor apparel and footwear brand with broad ANZ distribution. Overlaps with Macpac across hiking, snow, and family outdoor categories at mainstream price points.
• Rebel Sport: Another Super Retail Group sibling brand, selling sporting goods and activewear across ANZ. Overlaps with Macpac in technical apparel and outdoor footwear and shares group-level supply chain and marketing scale.

Direct peers

• Snowys: Australia-based outdoor and camping retailer with a strong D2C e-commerce focus selling tents, sleeping bags, packs, and apparel. Comparable to Macpac's outdoor equipment and packs business, with overlapping ANZ customer segments.
• Kathmandu: Also a New Zealand-founded outdoor apparel and equipment retailer with near-identical product breadth (technical clothing, packs, camping gear) and overlapping customer segments across NZ and Australia. Direct head-to-head competitor in tramping, travel, and snow categories.
• Mountain Designs: Australian outdoor retailer with strong NZ presence selling technical apparel, packs, and camping equipment. Closely comparable specialty outdoor positioning and customer base to Macpac across ANZ.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mac-pac

Compliance7 records

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 Mac Pac