Damon Mcknight
Country Road is an Australian lifestyle brand that was founded in 1974 in Hawthorn, Victoria. The brand offers stylish, smart-casual clothing and accessories for men, women, and children, as well as homeware under its sister brand, Trenery. Country Road Group is one of Australia's largest specialty fashion retailers, comprising five iconic brands: Country Road, Mimco, Trenery, Witchery, and Politix. As of 2025, Country Road has over 150 stores across Australia, with plans to open new stores in Brisbane and Sydney.
| Characteristics | Values |
|---|---|
| Year founded | 1974 |
| Founder | Stephen Bennett |
| Initial products | Women's shirting |
| Year women's apparel launched | 1980 |
| Year menswear launched | 1984 |
| Year accessories launched | 1986 |
| Year became a concession store in David Jones and Myer stores | 2007 |
| Number of store locations | 653 |
| Trading space | 102,000 m2 |
| Number of employees | 5,603 |
| Active loyalty members | 2.4 million |
| Brands | Country Road, Mimco, Trenery, Witchery, Politix |
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What You'll Learn
Country Road's expansion into the US market
Country Road is an Australian fashion retailer that has expanded beyond its domestic market into New Zealand, South Africa, and the United States. The company was founded in 1974 by Stephen Bennett as a niche women's shirting label and quickly grew to become Australia's first lifestyle brand.
In 1981, Myer purchased Country Road, and in 1987, it was listed on the Australian Securities Exchange (ASX). The following year, in 1988, the company expanded into homewares and entered the American market. By this time, Country Road was already selling women's apparel and had products in department stores and ten dedicated brand stores.
The company's expansion into the US market was short-lived, however. Despite having a presence in major cities like Boston, Chicago, and New York as recently as 2000, Country Road's American stores eventually closed due to weak sales.
Nevertheless, Country Road continued to grow and diversify its product range. In 1984, the company started producing menswear, and in 1986, it ventured into accessories. By the 1990s, the brand was operating over 100 stores and had expanded its product offerings even further.
Today, Country Road Group is one of Australia's largest specialty fashion retailers, with five brands under its umbrella: Country Road, Mimco, Trenery, Witchery, and Politix. While there may no longer be dedicated Country Road stores in the US, the brand's expansion into the American market in the late 1980s was a significant step in its growth story.
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Country Road's peak number of stores
Country Road is a middle-market clothing retailer that operates in Australia, New Zealand, and South Africa. It was founded in 1974 by Stephen Bennett as a niche women's shirting label and quickly grew to become Australia's first lifestyle brand.
In 1981, Myer purchased Country Road, and in 1987, it was listed on the Australian Securities Exchange (ASX). The following year, the company expanded into homewares and the American market. By 1984, Country Road had expanded its product range to include menswear and accessories.
During the 1990s, Country Road experienced significant growth, both in terms of product range and location. At its peak, the company operated over 100 stores across Australia, with a presence in department stores and standalone Country Road outlets.
However, the company's expansion into the US market met with challenges. Stores in Boston, Chicago, New York City, and other US cities were closed due to weak sales. Despite these setbacks, Country Road continued to evolve and, as of 2025, it comprises five iconic brands: Country Road, Mimco, Trenery, Witchery, and Politix.
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Country Road's current number of stores
Country Road is a middle-market clothing retailer with operations in Australia, New Zealand, and South Africa. It is a subsidiary of Woolworths South Africa and was founded in 1974 by Stephen Bennett as a niche women's shirting label. By 1980, the brand was selling women's apparel and had products in department stores and ten dedicated Country Road stores. Over the next decade, the company expanded its product range to include menswear and accessories, and its number of stores grew significantly, with over 100 stores operating at its peak.
However, in 2000, Country Road stores in Boston, Chicago, New York City, and other US cities closed due to weak sales. The brand was then relaunched in 2004 with higher sales volume and lower product prices, with its head office in Burnley, Victoria, and its flagship store at the Chadstone Shopping Centre. As of 2025, the Country Road Group comprises five brands: Country Road, Mimco, Trenery, Witchery, and Politix, with over 650 store locations across Australia, New Zealand, and South Africa.
The group has a large physical and digital presence, with over 5,600 employees and 2.4 million active loyalty members, contributing significantly to group turnover and concession sales. While the exact number of Country Road-branded stores is unclear, the brand has a strong presence within the group's portfolio, with its products available across various department stores and dedicated retail outlets.
Country Road has played a pivotal role in the group's expansion and continues to be a prominent brand in the Australian market, influencing fashion trends and lifestyle choices. With its diverse range of apparel, accessories, and homeware, Country Road caters to a wide range of customers, solidifying its position as one of Australia's leading specialty fashion retailers.
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Country Road's history of ownership
Country Road is an Australian specialty fashion retailer with a market-leading position in the mid-to-upper tier segment. The brand was founded in 1974 and is known for its stylish, smart-casual clothing, accessories, and sleek homeware sold under its sister brand, Trenery.
In 1998, Woolworths South Africa acquired a controlling interest in the company. However, Woolworths was unable to take the Country Road private due to Solomon Lew, who refused to sell his family company Australian Retail Investments' 11.67% stake. In 2004, Country Road was relaunched with a new focus on higher volume sales and lower product prices, with its head office in Burnley, Victoria, and its flagship store at Chadstone Shopping Centre.
In 2003, Country Road entered into an exclusive agreement with Myer department stores, agreeing to sell exclusively to Myer and not its main rival, David Jones. This arrangement included joint marketing and in-store visual merchandising and ended in January 2007 when Country Road became a concession store in David Jones and Myer stores.
In 2012, Country Road expanded its portfolio by purchasing Witchery Group, which included the brands Witchery and Mimco. Two years later, in July 2014, Woolworths took full ownership of Country Road by purchasing Solomon Lew's remaining shareholding for $200 million, and the company was delisted from the ASX.
As of 2025, Country Road has 653 stores across Australia, New Zealand, and South Africa. However, the brand has recently announced plans to close some stores due to a slump in sales, including a flagship store in Sydney's CBD. Despite this, Country Road is also opening new stores, including a new flagship store on Brisbane's Queen Street and three new stores at Chatswood Chase in Sydney.
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Country Road's current brand portfolio
Country Road Group is one of Australia's largest specialty fashion retailers, with a market-leading position in the mid-to-upper tier segment. The group holds a strong competitive advantage due to its diverse brand portfolio, comprising five iconic brands: Country Road, Mimco, Trenery, Witchery, and Politix.
Country Road is the group's flagship brand, offering fashion and lifestyle products for women, men, children, and home. Founded in 1974 by Stephen Bennett as a niche women's shirting label, it rapidly expanded to become Australia's first lifestyle brand. Over the years, it expanded its product range to include menswear, accessories, and homewares, and it operated over 100 stores at its peak.
Mimco is an accessible luxury accessories brand known for its quirky designs, with a dedicated design team based in Melbourne. The brand prioritizes quality, innovation, and creativity, offering unique and coveted luxury items.
Trenery, launched in 2009, caters to the 40-plus market, offering modern and sophisticated styles. Witchery, acquired by Country Road Group in 2012, completes the group's brand portfolio, targeting a similar demographic to Trenery.
Politix, acquired in 2016, is a menswear chain that complements the group's existing menswear offerings from Country Road and provides a dedicated brand for male customers.
Together, these five brands under the Country Road Group umbrella cater to a diverse range of customer preferences, from premium materials and unique designs to modern and sophisticated styles for various demographics.
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Frequently asked questions
There are more than 150 Country Road stores across Australia, New Zealand and South Africa.
Country Road is a popular Aussie lifestyle brand that designs products for women, men, children and the home. The brand is recognised for championing industry-leading initiatives and driving positive change through its products and partnerships.
Country Road was founded in Australia in 1974, with the first store opening in Armadale, Victoria.
Yes, Country Road is planning to open a new flagship store on Brisbane's Queen Street and three new stores in Chatswood Chase, Sydney.
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