What Mitchell's Adventure does

Mitchell's Adventure is a privately held Australian multi-channel outdoor retailer, operating since 1909 under the trading name MANS NOMINEES PTY LTD (with Mitchells Adventure Pty Ltd, ABN 94 440 445 005, as a related legal entity). The company sells camping gear, clothing, footwear, military surplus, hunting equipment, and work wear through a combination of physical retail branches and a worldwide-shipping e-commerce site, positioning itself as "Australia's oldest camping store." Its product portfolio spans core categories (Camping, Clothing, Footwear, Military, Hunting, Work) and includes branded SKUs from COMMANDO, MAGNUM, BARMAH, MILITARY SURPLUS, OUTBOUND, and COBRA, priced roughly between A$10 and A$200.

The technology stack is conventional e-commerce: the website runs on the Kudos e-retailer platform and integrates the eWAY payment gateway for PCI-compliant credit card processing with 128-bit SSL encryption, supplemented by PayPal, AfterPay, and Zip for alternative checkout. Verified by Visa and MasterCard SecureCode provide additional cardholder authentication. Omnichannel capability is delivered through Click 'n' Collect at the Melrose, Casuarina, and Berrimah branches. The website supports 10 currencies and ships worldwide but excludes the United States. Loyalty and gifting are addressed through the Mitchells Adventure Club program and gift cards.

Revenue is generated primarily through one-time retail product sales (unit-priced across categories) and through bulk/group sales to schools, scout groups, and corporate customers under dedicated discount and price-beat programs. All prices are quoted in Australian Dollars inclusive of GST. The company employs approximately 15 people, is 100% Australian owned and operated, and shows no external investors, parent company, or recent funding activity. Customer segments span individual outdoor enthusiasts (primary), schools and scout groups (institutional), military/tactical users, hunters, and outdoor work professionals, with no single anchor customer identified.

Name

Mitchell's Adventure

Legal name

MANS NOMINEES PTY LTD TRADING AS Mitchells Adventure

Website

https://mitchellsadventure.com

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

11–50 employees

Short description

Mitchell's Adventure is Australia's oldest camping store (founded 1909), operating a multi-channel retail business selling outdoor gear, military surplus, hunting equipment, footwear, and work clothing through physical branches and e-commerce, serving individual consumers, schools, scout groups, and corporate buyers.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Camping, Hiking & Backpacking Gear Retail (CRAMAMAA)

akta.pro secondary industries

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Outdoor retail
• Camping equipment
• Military surplus
• Tactical footwear
• Hunting gear

Headquarters

HQ city

West Footscray

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct sales of outdoor camping gear, clothing, footwear, military surplus, and hunting equipment through physical retail stores and e-commerce website. Products are sold at various price points ranging from under $10 to over $200.
2. Bulk/Group Sales: Bulk purchasing programs for schools and scout groups with discount buy codes and large discounts for volume orders.
3. Gift Cards: Mitchell's Adventure Club gift card program for customer purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Mitchell's Adventure is a multi-channel Australian outdoor retailer selling camping gear, clothing, footwear, military surplus, hunting equipment, and work wear through physical retail stores and an e-commerce website. The business, established in 1909, also offers Click 'n' Collect, corporate/group sales, and a customer loyalty program (Mitchell's Adventure Club). It positions itself as Australia's oldest camping store with value-based pricing across multi-brand product lines.

Product overview

Mitchell's Adventure is a traditional brick-and-mortar and e-commerce retailer specializing in outdoor recreation equipment and military surplus. The company operates as a unified retail platform combining physical store locations across Australia with an online shopping website. The product portfolio centers on six core categories: Camping Gear (tents, sleeping bags, kitchen equipment, lighting), Clothing (jackets, hats, tactical wear), Footwear (combat boots, hiking shoes), Military (ex-army surplus, tactical accessories), Hunting equipment, and Work wear. Key branded products include the M65 Field Jacket and combat boots by COMMANDO, Scorpion II boots by MAGNUM, and various military surplus items. The company differentiates through value-based pricing, genuine ex-army products, and supplementary services including a loyalty program (Mitchell's Adventure Club), corporate/group sales, and school/scout group partnerships. The business operates under Mans Nominees Pty Ltd (ACN: 005 063 945) trading as Mitchell's Adventure.

Differentiator

Problem solved

Functional benefit

Brands

• Mitchells Adventure Club: Loyalty club for repeat customers with exclusive discounts and deals

Products and services

• Camping Gear Range of tents, sleeping bags, camp bedding, camp kitchen gear, lighting, accessories, bags and packs, tools, and outdoor knives sold to outdoor enthusiasts across Australia.
• Clothing Outdoor and tactical apparel including jackets, hats, caps, woolen blankets, and work wear designed for camping, military, and outdoor activities.
• Footwear Combat boots, hiking shoes, and tactical footwear from brands including MAGNUM and COMMANDO for outdoor, military, and work use.
• Military Surplus Genuine ex-army products, military-style accessories, flags, patches, and tactical gear for military personnel, veterans, and tactical gear enthusiasts.
• Hunting Gear Specialized outdoor equipment and gear designed for hunting activities and outdoor survival.
• Work Wear Durable work wear and equipment suitable for industrial and outdoor work environments.
• Mitchell's Adventure Club Gift Cards Gift card program allowing customers to purchase stored-value cards for use across the e-commerce website and physical stores.
• Mitchell's Adventure Club Loyalty Program Customer loyalty club offering exclusive deals and member benefits for repeat customers across retail and online channels.
• Corporate and Group Sales Bespoke sales service offering bulk purchasing options, discount buy codes, and dedicated account management for schools, scout groups, and corporate organizations.

Named customers3 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

Six partnerships are on record, tiered core.

• eWAYcoreTechnology or IntegrationeWAY Payment Gateway processes all online credit card transactions for Mitchell's Adventure. Provides secure payment processing with 128-bit SSL encryption, automated responses, and PCI-compliant transaction handling through authorized Australian bank processors.
• PayPalcoreTechnology or IntegrationPayPal payment option available as alternative payment method for online transactions.
• AfterPaycoreTechnology or IntegrationAfterPay buy now pay later payment option available for online purchases.
• ZipcoreTechnology or IntegrationZip pay later payment option available for customer purchases.
• SchoolscoreStrategic or Co-development PartnerMitchell's Adventure works with schools across Australia to provide outdoor gear for school camps and outdoor education programs. They offer discount buy codes for use in store or online as well as large discounts for bulk purchased goods.
• Scout GroupscoreStrategic or Co-development PartnerPartnership programs with scout groups across Australia offering discount buy codes and bulk purchasing options. They will beat any quoted price on an identical item by 5%.

Scale indicators2 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• Macpac: Macpac is an Australasian outdoor brand and retailer specializing in backpacks, tents, and hiking gear, serving similar camping/hiking enthusiasts as Mitchell's, though with a higher price positioning.
• Aussie Disposals: Aussie Disposals is an Australian heritage retailer of military surplus and outdoor clothing/footwear — highly comparable to Mitchell's Adventure given its overlapping military surplus and value outdoor wear assortment and similar long-standing Australian heritage positioning.
• Kathmandu: Kathmandu is an Australasian outdoor retailer with strong brand recognition for travel, camping, and hiking gear, overlapping Mitchell's customer base of Australian outdoor enthusiasts, albeit at a premium price point.
• Anaconda: Anaconda is one of Australia's largest outdoor and adventure retailers, operating dozens of stores and a large e-commerce site across camping, hiking, fishing, and outdoor categories — directly comparable to Mitchell's Adventure on product mix, customer base, and channel strategy.
• Tentworld: Tentworld is an Australian specialty retailer focused on camping gear including tents, swags, and sleeping equipment, operating multiple physical stores and online — closely comparable to Mitchell's in specialty camping retail.
• Snowys Outdoors: Snowys is an Australian online-first outdoor and camping retailer with a strong value pricing position, comparable to Mitchell's on assortment (tents, sleeping gear, camp kitchen) and target customer (value-oriented Australian outdoor enthusiasts).
• BCF (Boating, Camping, Fishing): BCF is a major Australian specialty retailer of camping, boating, and fishing equipment with extensive physical footprint and BNPL-driven promotions — a direct competitor to Mitchell's across the outdoor/camping category with overlap in value-conscious customers.
• Mountain Designs: Mountain Designs is an Australian outdoor retailer specializing in hiking, camping, and climbing gear — directly comparable to Mitchell's in product mix and customer type, particularly among hiking and adventure consumers.

Broad incumbents

• Decathlon Australia: Decathlon is a global sporting goods retailer with a growing Australian presence offering value-priced outdoor and sporting equipment across many of the same categories as Mitchell's, competing on price and breadth rather than heritage.
• Amazon Australia: Amazon Australia is a broad e-commerce incumbent selling outdoor, camping, footwear, and tactical products, representing a structural competitive threat to Mitchell's e-commerce channel on assortment, pricing, and delivery speed.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mitchellsadventure
• Instagraminstagram.com/mitchellsadventure
• LinkedInlinkedin.com/company/mitchellsadventure

Compliance1 record

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 Mitchell's Adventure