Macpac

Macpac is a New Zealand outdoor recreation brand whose roots date to 1973, when Bruce McIntyre began making outdoor packs in his parents' garage in Christchurch. The company developed around the needs of hikers, climbers, trampers and travellers, combining practical design with durable construction. Its early identity was closely associated with technical backpacks, but the range later expanded to include sleeping bags, tents, outdoor clothing and other camping and travel equipment. A formative product in Macpac's history was the Torre Egger, developed in 1975 for a group of Canterbury Mountaineering Club climbers travelling to the South American Andes. The pack is described as New Zealand's first internally framed climbing pack and helped establish the brand's technical credibility. McIntyre subsequently adapted the design approach for broader hiking and travel use. By the late 1970s, demand was increasing rapidly, and Macpac began pursuing export sales in Australia. International distribution later expanded to European markets and other countries through third-party retailers and distributors. The company's manufacturing model changed substantially in the early 2000s. In 2003, most production moved to Asia, resulting in the loss of approximately 150 Christchurch jobs. The change was attributed to pressure from a stronger New Zealand dollar and weaker international travel conditions. In 2007, Macpac's parent company, Mouton Noir, incorporated the Fairydown down-apparel and equipment business into its operations, broadening the group's outdoor portfolio. Ownership changed again in 2016, when investment firm Champ Ventures acquired a 90 percent stake from Mouton Noir and interests associated with Fairydown and Kathmandu founder Jan Cameron. Around this period, Macpac increasingly concentrated its New Zealand and Australian sales through Macpac-branded stores and its own online channels, while continuing to use third-party distribution in selected overseas markets. The brand also agreed to sell through Amazon in the United States in 2016. In 2018, Australia's Super Retail Group acquired Macpac for A$135 million and announced plans to convert its Australian Ray's Outdoors stores to the Macpac format. Macpac therefore became part of a larger publicly listed Australian retail group rather than an independently listed company. It continues to operate as a specialist outdoor brand serving hiking, camping, alpine, travel and everyday outdoor use, with New Zealand heritage and a retail presence concentrated in Australia and New Zealand.

Macpac began in Christchurch in 1973 after Bruce McIntyre, who had left university at 19, started designing and sewing outdoor packs in his parents' garage. The early business was built around direct knowledge of New Zealand hiking and mountaineering conditions. In 1975, McIntyre helped develop equipment for Canterbury Mountaineering Club members preparing for an expedition to the South American Andes. The resulting Torre Egger was an internal-frame climbing pack and became an important early expression of Macpac's technical approach. The company later adapted related design concepts for trampers and travellers. Macpac placed considerable emphasis on product durability, practical design and customer service. Sales reportedly grew rapidly during the late 1970s, reaching annual growth of about 100 percent by 1978, when the company began developing Australia as its first export market. International expansion followed in the 1980s: exports to the Netherlands and Switzerland began in 1987, with Germany and the United Kingdom added subsequently. The brand's international business was later conducted partly through third-party companies and retailers in Europe, the United Kingdom, Japan and Chile. The manufacturing base changed in 2003, when the majority of production was moved from New Zealand to Asia. The decision eliminated roughly 150 Christchurch positions. Bruce McIntyre, then managing director, linked the move to a 40 percent appreciation in the New Zealand dollar and a downturn in international travel. The change reflected the cost pressures faced by New Zealand-based outdoor-goods manufacturing, while Macpac continued to retain its Christchurch origins and design identity. In 2007, Macpac's parent, Mouton Noir, brought Fairydown's down-apparel and equipment activities into the business. Ownership then changed in January 2016, when Champ Ventures acquired a 90 percent interest for approximately A$70 million, reported at the time as about NZ$74 million, from Mouton Noir and interests associated with Fairydown and Kathmandu founder Jan Cameron. During this ownership period, Macpac altered its domestic distribution model, moving away from third-party retail availability in New Zealand and Australia and concentrating sales through Macpac-branded stores and e-commerce. Overseas sales continued through third-party channels. A 2016 agreement with Amazon was intended to open a route into the United States. Super Retail Group announced in February 2018 that it would acquire Macpac for A$135 million. The Australian retail group also proposed converting its Ray's Outdoors stores in Australia to Macpac stores, giving the brand a larger domestic retail platform. Macpac now operates as a Super Retail Group-owned outdoor brand, with products spanning technical garments, backpacks, sleeping bags, tents and related camping and travel equipment. Its heritage remains linked to New Zealand mountaineering, while its commercial footprint is centered on Australia and New Zealand and supplemented by selected overseas distribution.

• 2018

  Super Retail Group acquires Macpac

  [1]Macpacen.wikipedia.org

  Super Retail Group purchases Macpac and announces plans to rebrand Ray's Outdoors stores in Australia.

• 2016

  Champ Ventures becomes majority owner

  [1]Macpacen.wikipedia.org

  Champ Ventures acquires a 90 percent stake in Macpac and the brand increases its emphasis on direct domestic retail.

• 2016

  United States market entry is announced

  [1]Macpacen.wikipedia.org

  Macpac signs an agreement with Amazon to enter the United States market.

• 2007

  Fairydown is assimilated

  [1]Macpacen.wikipedia.org

  Mouton Noir incorporates Fairydown's down-apparel and equipment activities into the Macpac group.

• 2003

  Manufacturing is shifted largely to Asia

  [1]Macpacen.wikipedia.org

  Most production moves to Asia amid exchange-rate and travel-market pressures, with substantial Christchurch job losses.

• 1987

  European exports begin

  [1]Macpacen.wikipedia.org

  Macpac begins exporting to the Netherlands and Switzerland, later adding Germany and the United Kingdom.

• 1978

  Rapid growth drives export development

  [1]Macpacen.wikipedia.org

  With sales growing rapidly, Macpac develops Australia as its first export market.

• 1975

  Torre Egger climbing pack is developed

  [1]Macpacen.wikipedia.org

  Macpac helps develop an internal-frame climbing pack for a Canterbury Mountaineering Club expedition to the Andes.

• 1973

  Macpac is founded in Christchurch

  [1]Macpacen.wikipedia.org

  Bruce McIntyre begins making outdoor packs in his parents' garage, establishing the business that becomes Macpac.

Technical, durable and function-led outdoor equipment and apparel with New Zealand mountaineering heritage.

• Backpacks · 1973

  Technical backpacks

  Macpac's historical core is the technical pack: equipment designed for climbing, hiking, tramping and travel. The range developed from the company's early internal-frame designs and emphasizes load carrying, durability and use in demanding outdoor conditions.

• Climbing backpack · 1975

  Torre Egger

  The Torre Egger was developed in 1975 for a Canterbury Mountaineering Club expedition to the Andes. It is associated with New Zealand's first internal-frame climbing pack and represents Macpac's early technical mountaineering heritage.

• Camping equipment

  Sleeping bags

  Macpac offers sleeping bags as part of its camping and travel equipment portfolio. The category complements the brand's packs and shelters and is intended for outdoor overnight use across different conditions.

• Shelter

  Tents

  The tent range extends Macpac beyond carry equipment into camping shelter. Products are designed for outdoor recreation and are positioned alongside packs, sleeping systems and technical apparel.

• Outdoor apparel

  Technical clothing

  Macpac's apparel includes technical garments intended for hiking, alpine activities, camping and general outdoor use. The clothing range supports the brand's broader focus on weather protection, function and durability.

• 2013New Zealand Alpine Team sponsorship

  New Zealand

  Macpac became a major sponsor of the New Zealand Alpine Team and developed alpine-oriented clothing and pack products connected with the partnership.

  Outcome. The sponsorship reinforced Macpac's association with New Zealand mountaineering and technical alpine equipment.

  Source

• 2018

  Super Retail Group acquires MacpacM&A

  Background

  Macpac was owned by Champ Ventures after the 2016 majority investment.

  Action taken

  Super Retail Group acquired Macpac and announced plans to convert Ray's Outdoors stores in Australia to the Macpac format.

  Aftermath

  Macpac became a brand within a major Australian retail group, gaining access to a broader store network.

  Acquisition consideration. A$135 million (February 2018 announcement)

  Source

• 2016

  Champ Ventures acquires a 90 percent stakeM&A

  Background

  Macpac was sold by Mouton Noir and interests associated with Fairydown and Jan Cameron.

  Action taken

  Champ Ventures acquired 90 percent of the company for approximately A$70 million, reported contemporaneously as about NZ$74 million.

  Aftermath

  The transaction preceded a stronger direct-to-consumer retail focus in New Zealand and Australia.

  Acquisition consideration. Approximately A$70 million (January 2016)

  Source

• 2016

  Expand into the United States through AmazonStrategy

  Background

  Macpac sought to extend its international distribution beyond its established New Zealand, Australian and selected European channels.

  Action taken

  The brand signed an agreement with Amazon to enter the United States market.

  Aftermath

  The agreement created an additional online route for Macpac products in the United States.

  Source

• 2003

  Move most manufacturing to AsiaStrategy

  Background

  Macpac faced cost pressure associated with a stronger New Zealand dollar and a slowdown in international travel.

  Action taken

  The company shifted the majority of production to Asia, resulting in approximately 150 Christchurch job losses.

  Aftermath

  The decision changed Macpac's production base while the brand retained its New Zealand origins and design heritage.

  Source

• 2018

  Super Retail Group acquires Macpac[1]Macpacen.wikipedia.org

  M&A · Leadership change

  Super Retail Group purchased Macpac and announced that selected Australian Ray's Outdoors stores would be rebranded under the Macpac name.

• 2016

  Champ Ventures acquires a majority stake in Macpac[1]Macpacen.wikipedia.org

  M&A

  Champ Ventures acquired 90 percent of Macpac from Mouton Noir and associated interests, changing the brand's ownership and retail strategy.

• 2016

  Macpac agrees to enter the United States through Amazon[1]Macpacen.wikipedia.org

  Other

  Macpac signed an arrangement with Amazon intended to support entry into the United States market.

• 2007

  Macpac incorporates Fairydown operations[1]Macpacen.wikipedia.org

  M&A

  Under Mouton Noir, Macpac assimilated the Fairydown down-apparel and equipment retailer and brand into the wider business.

• 2003

  Macpac production largely moves to Asia[1]Macpacen.wikipedia.org

  Other

  Macpac shifted most manufacturing to Asia, with the move associated with approximately 150 Christchurch job losses. Company management cited exchange-rate pressure and a slowdown in international travel.

1. 1Macpacen.wikipedia.org
2. 2Macpac Australiamacpac.com.au
3. 3OGGS cruelty-free cakes launches BreakdownPET food trays with Macpacbakeryandsnacks.com