Country Road Group
An Australian middle-market fashion and lifestyle retail group operating Country Road, Witchery, Mimco, Trenery, and Politix.
Last updated August 31, 2026
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Overview
Country Road Group is an Australian fashion and lifestyle retail group whose brand portfolio spans apparel, accessories, footwear, and homewares. Its principal brands are Country Road, Witchery, Mimco, Trenery, and Politix. The group operates across Australia, New Zealand, and South Africa through a combination of standalone stores, department-store concessions, and digital channels. As described in reference material for 2025, the group had approximately 630 locations, including 88 in South Africa, with the balance distributed across Australia and New Zealand. The business originated with Country Road, founded in 1974 by Stephen Bennett as a niche women’s shirting label. The brand expanded from apparel into menswear, accessories, and homewares and became one of Australia’s early lifestyle brands. Myer acquired Country Road in 1981, and the company was subsequently floated on the Australian Securities Exchange in 1987. During the late 1980s and 1990s it broadened its geographical reach, including an attempt to develop a presence in the United States, and at one point operated more than 100 stores. The American operation was later withdrawn after weak sales. Woolworths Holdings, the South African retail group headquartered in Cape Town, acquired a controlling interest in Country Road in 1998. Woolworths was initially unable to acquire all outstanding shares because Solomon Lew’s investment vehicle, Australian Retail Investments, retained a significant minority stake. Full ownership was achieved in July 2014 when Woolworths acquired Lew’s holding for A$200 million, after which Country Road was delisted from the ASX. The group’s portfolio developed through both internal brand creation and acquisitions. Trenery was launched in 2009 to serve an older, generally 40-plus customer segment. In 2012, Country Road acquired Witchery Group, bringing the Witchery and Mimco brands into the portfolio. Politix, a menswear chain, was acquired in 2016. These transactions transformed Country Road from a single heritage label into a multi-brand retail platform covering women’s fashion, men’s tailoring and casualwear, accessories, and lifestyle merchandise. Distribution has shifted over time. Country Road entered an exclusive supply arrangement with Myer in 2003, combining department-store distribution with joint marketing and visual merchandising. The arrangement ended in 2007, when the brands became concession operators in both Myer and David Jones stores. The group also expanded its online reach, including the placement of products from its brands on The Iconic marketplace in 2021. In late 2025, Country Road and Witchery reportedly began listing products from external brands on their websites, with the remaining brands expected to follow in 2026. Country Road Group remains a significant Australasian specialty retailer rather than a globally diversified luxury house. Its positioning combines accessible premium fashion with lifestyle branding, an extensive store network, and increasingly integrated physical and digital distribution. The group also faced public scrutiny in 2024 over allegations of workplace bullying and sexual harassment involving senior supply-chain and management personnel, alongside criticism of the handling of internal complaints. The controversy preceded a change in chief executive leadership in 2025.
History
Country Road Group developed from Country Road, an Australian women’s shirting label established by Stephen Bennett in 1974. The company initially concentrated on women’s apparel but expanded its range during the 1980s. Menswear was added in 1984, accessories followed in 1986, and homewares became part of the offer in 1988. This product diversification helped Country Road evolve from a specialist clothing label into a broader lifestyle brand. Myer purchased Country Road in 1981. The business was later listed on the Australian Securities Exchange in 1987, giving it access to public capital as it expanded its store network and product range. Country Road entered the United States during the late 1980s and maintained stores in cities including Boston, Chicago, and New York during the 1990s and early 2000s. The American venture was ultimately discontinued because of weak sales. In Australia, the brand reached more than 100 stores at its peak and sold through both its own stores and department-store channels. Woolworths Holdings acquired a controlling interest in Country Road in 1998. The South African group could not immediately acquire the entire company because Solomon Lew’s family investment company retained an 11.67 percent stake. Country Road was relaunched in July 2004 with a higher-volume, lower-price approach than its earlier positioning. Its head office was located in Burnley, Victoria, and its Australian flagship store was established at Chadstone Shopping Centre. Wholesale and concession distribution remained important. In 2003, Country Road entered an exclusive arrangement with Myer under which it did not sell through Myer’s principal rival, David Jones. The arrangement included coordinated marketing and in-store visual merchandising. It ended in January 2007, after which Country Road operated as a concession in both Myer and David Jones stores. The group then pursued a multi-brand strategy. Trenery was introduced in June 2009 for a generally older customer segment. In 2012, Country Road acquired Witchery Group, adding Witchery and the accessories label Mimco. Woolworths Holdings increased its ownership over time and completed the acquisition of the remaining Country Road shares in July 2014 for A$200 million. Country Road was then delisted from the ASX. The acquisition of menswear chain Politix in October 2016 further broadened the group’s coverage, particularly in men’s fashion. Digital distribution became more prominent in the 2020s. In June 2021, products from the group’s brands became available through The Iconic marketplace. Reference material states that by 2025 the group operated approximately 630 locations across Australia, New Zealand, and South Africa, with 88 locations in South Africa. In November 2025, Country Road and Witchery reportedly began selling selected external brands through their own websites, with a broader rollout to Trenery, Mimco, and Politix expected in 2026. The group’s recent history also includes a workplace controversy. In February 2024, chief supply chain officer Rachid Maliki left after allegations of sexual harassment and bullying. General manager Mehmed Mustafic left the following month after allegations of workplace bullying. The matter became public in May 2024 amid employee dissatisfaction with the handling of complaints and allegations concerning the conduct of CEO Raju Vuppalapati. Vuppalapati resigned in June 2025, and Steven Cook became chief executive in July 2025.
- 2025
Chief executive transition
[1]Raju Vuppalapati resigns and Steven Cook becomes chief executive in July.
- 2021
Marketplace distribution expands
[1]Products from the group’s brands become available through The Iconic online marketplace.
- 2016
Politix is acquired
[1]The group acquires menswear chain Politix.
- 2014
Woolworths Holdings takes full ownership
[1]Woolworths Holdings buys the remaining stake held by Solomon Lew’s investment company for A$200 million, and Country Road is delisted.
- 2012
Witchery Group is acquired
[1]Country Road acquires Witchery Group, adding Witchery and Mimco to its brand portfolio.
- 2009
Trenery launches
[1]The group introduces Trenery for an older customer segment, broadly targeting consumers aged 40 and above.
- 2007
Myer exclusivity ends
[1]Country Road begins operating concessions in both Myer and David Jones stores after the exclusive arrangement ends.
- 2004
Country Road is relaunched
[1]The business is relaunched with a higher-volume model and lower product prices.
- 2003
Exclusive Myer distribution agreement
[1]Country Road agrees to sell exclusively through Myer rather than David Jones, alongside joint marketing and merchandising arrangements.
- 1998
Woolworths Holdings takes a controlling interest
[1]South African retailer Woolworths Holdings acquires control of Country Road.
Products and positioning
Accessible premium and middle-market fashion and lifestyle retail, combining heritage Australian branding with multi-brand coverage across apparel, accessories, and homewares.
Fashion and lifestyle · 1974
Country Road
The heritage brand at the center of the group, Country Road offers women’s and men’s apparel, accessories, footwear, and homewares. It developed from a women’s shirting label into a broad lifestyle proposition and remains the group’s best-known brand. Its retail model combines standalone stores, department-store concessions, and online distribution.
Womenswear
Witchery
Witchery is a fashion label focused primarily on women’s apparel and associated accessories. It joined Country Road Group through the 2012 acquisition of Witchery Group and forms part of the group’s contemporary fashion offering. In 2025 it was reported to have begun selling selected external brands through its website.
Accessories and jewellery
Mimco
Mimco is an accessories-focused brand within Country Road Group. Its range is associated with jewellery, bags, fashion accessories, and related lifestyle products. The brand entered the group through the acquisition of Witchery Group in 2012 and complements the apparel-led businesses in the portfolio.
Fashion · 2009
Trenery
Trenery was created in 2009 to serve a mature customer segment, generally described as people aged 40 and above. The brand extends the group’s apparel coverage with a more understated lifestyle and wardrobe proposition. It operates alongside Country Road and Witchery rather than as a youth-oriented fashion label.
Menswear
Politix
Politix is a menswear chain acquired by Country Road Group in 2016. Its addition gave the group a more concentrated men’s fashion platform, complementing the menswear ranges sold under Country Road and broadening the portfolio’s coverage of men’s tailoring and contemporary apparel.
Controversies
2024
Workplace bullying and harassment allegations
Country Road Group faced public scrutiny after chief supply chain officer Rachid Maliki left amid allegations of sexual harassment and bullying, followed by the departure of general manager Mehmed Mustafic amid allegations of workplace bullying. Media reporting in May 2024 also described employee dissatisfaction with the handling of complaints and allegations that CEO Raju Vuppalapati had protected Maliki. The available reference material records the allegations and resulting controversy but does not establish a final legal finding.
Brand decisions
2025
Change chief executiveOtherBackground
The leadership transition followed public scrutiny connected with the handling of workplace allegations.
Action taken
Raju Vuppalapati resigned in June and Steven Cook became chief executive in July.
Aftermath
The new leadership subsequently pursued a broader online assortment strategy involving external brands.
2025
Add external brands to owned websitesStrategyBackground
The group was seeking to broaden the commercial role of its digital properties beyond selling only its own labels.
Action taken
Country Road and Witchery began selling products from external brands online, with the other group brands expected to follow in 2026.
Aftermath
The initiative moved the group’s websites toward a marketplace or multi-brand retail model.
2021
Expand marketplace distributionStrategyBackground
The group was extending the digital reach of its portfolio brands.
Action taken
It began selling products from its brands on The Iconic marketplace.
Aftermath
The move added a major third-party online channel to the group’s store and owned-web presence.
2016
Acquire PolitixM&ABackground
The group sought to strengthen its menswear presence.
Action taken
Country Road Group acquired menswear chain Politix.
Aftermath
Politix became the group’s dedicated menswear brand alongside Country Road menswear.
2014
Take Country Road privateM&ABackground
Woolworths Holdings had controlled Country Road but could not initially acquire Solomon Lew’s minority stake.
Action taken
Woolworths Holdings purchased Lew’s remaining shareholding for A$200 million and delisted Country Road from the ASX.
Aftermath
Country Road became a wholly owned subsidiary of Woolworths Holdings.
Purchase price for remaining shareholding. A$200 million (2014)
2012
Acquire Witchery GroupM&ABackground
Country Road Group pursued portfolio expansion in women’s fashion and accessories.
Action taken
It acquired Witchery Group, including Witchery and Mimco.
Aftermath
The acquisition established the multi-brand structure that later also included Politix.
2009
Launch TreneryProduct launchBackground
The group wanted to serve an older customer segment not fully addressed by its existing labels.
Action taken
It introduced Trenery, aimed broadly at customers aged 40 and above.
Aftermath
Trenery became one of the group’s core operating brands.
2004
Relaunch as a higher-volume, lower-price businessStrategyBackground
Country Road sought to reposition its commercial model and increase sales volume.
Action taken
The company relaunched with higher-volume sales and lower product prices, with its head office in Burnley, Victoria.
Aftermath
The relaunch supported a broader middle-market retail positioning.
1988
Expand into homewares and the United StatesStrategyBackground
Country Road was broadening beyond apparel and seeking growth outside Australia.
Action taken
The business entered homewares and expanded into the United States, where it later operated stores in several cities.
Aftermath
The United States operation was eventually closed after weak sales, while homewares remained part of the brand’s lifestyle offer.
Sources1 sources
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