Australia & New Zealand's Most Trusted D2C Brands 2026 › Adairs
#34 of 100 – Home & Living

Adairs

Homewares retailer that grew from a family-owned store on Chapel Street, Prahran into a national chain selling through its own stores and website.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 80/100
Adairs ranked #34 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score79.04out of 100
ANZ D2C rank#34 of 100
HeadquartersMelbourne, VIC, Australia
Founded1918
Latest revenueA$459.2M Adairs brand sales (FY2026, 52 weeks ended 28 Jun 2026)
Trust pillar80/100

The Adairs story

Adairs began in 1918 as a family-owned store on Chapel Street, Prahran, in Melbourne, and is listed today as Adairs Ltd (ASX: ADH). It is one of 10 Home & Living brands in this year's ranking, where it places #4.

Why people trust Adairs

It has traded since 1918 and backs its store network with an online offer that made up 32.6% of group sales in FY2026.

The watch-out

The group reported a statutory loss of A$39.4M in FY2026 after a A$63.5M impairment on Focus on Furniture, and it decided in March 2026 to exit New Zealand.

Why Adairs ranks #34

Strongest of the four trust-led pillars

Brand Recall, scored 82 out of 100.

Room to grow

Brand Positioning, scored 78 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Adairs scores 79.04 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
80
Brand Recall (18%)
82
Brand Positioning (15%)
78
Brand Love (15%)
78
Product, Innovation & Delivery (10%)
78
Digital & Financial Soundness (6%)
74
Governance & ESG (4%)
76

Versus its nearest rivals

32LovisaJewellery · 79.7033My Food BagFood · 79.2434AdairsHome · 79.0435Mighty ApeMarketplaces · 78.8036Michael HillJewellery · 78.50

Questions people ask

What rank is Adairs in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?

Adairs ranks #34 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 79.04 out of 100.

Why is Adairs trusted?

It has traded since 1918 and backs its store network with an online offer that made up 32.6% of group sales in FY2026.

What is Adairs's revenue?

A$459.2M Adairs brand sales (FY2026, 52 weeks ended 28 Jun 2026), as per company filings.

Who owns Adairs?

Adairs is owned by Public (ASX: ADH), Adairs Ltd. It was founded in 1918 in Australia and is based in Melbourne, VIC, Australia.

What is Adairs's biggest challenge?

The group reported a statutory loss of A$39.4M in FY2026 after a A$63.5M impairment on Focus on Furniture, and it decided in March 2026 to exit New Zealand.

Key facts

BrandAdairs
Company / ownerPublic (ASX: ADH), Adairs Ltd
HeadquartersMelbourne, VIC, Australia
Founded1918
Founder(s)Not listed in our verified sources
Latest revenueA$459.2M Adairs brand sales (FY2026, 52 weeks ended 28 Jun 2026), as per company filings
SectorHome & Living
Country of originAustralia

Sources

  • Annual report and results announcements lodged with the ASX
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in Australia or New Zealand, are controlled there today, and sell mainly direct to consumers: online, by app, by phone or mail order, or through their own stores under their own label. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as lodged with the ASX or NZX, with ASIC or the New Zealand Companies Office, or published in company results, or, where marked, as stated by the company itself. Figures are in Australian or New Zealand dollars unless noted, and are not converted. Some figures are for a parent company segment, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.