Australia & New Zealand's Most Trusted D2C Brands 2026 › Bellroy
#27 of 100 – Fashion & Apparel

Bellroy

Wallets, bags and accessories brand that makes about 60% to 70% of its sales through its own website and digital marketplaces and the rest through third-party retailers, and is opening its first own store in Melbourne's CBD.

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

Consumer Trust 86/100
Bellroy ranked #27 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score81.40out of 100
ANZ D2C rank#27 of 100
HeadquartersMelbourne, VIC, Australia
Founded2010
Latest revenueA$146M revenue (FY2026)
Trust pillar86/100

The Bellroy story

Bellroy was founded in Australia in 2010 by Andrew Fallshaw, Hadrien Monloup, Lina Calabria and Matthew Fallshaw and is owned today by Private, founder-led; investors include Silas Capital. It is one of 20 Fashion & Apparel brands in this year's ranking, where it places #5.

Why people trust Bellroy

It is a certified B Corporation and was named Australia's top small business workplace in 2021.

The watch-out

Third-party retailers still make up roughly 30% to 40% of sales, its direct share includes digital marketplaces as well as its own site, and it does not publish its accounts.

Why Bellroy ranks #27

Strongest of the four trust-led pillars

Consumer Trust & Sentiment, scored 86 out of 100.

Room to grow

Brand Recall, scored 70 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Bellroy scores 81.40 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
86
Brand Recall (18%)
70
Brand Positioning (15%)
86
Brand Love (15%)
82
Product, Innovation & Delivery (10%)
88
Digital & Financial Soundness (6%)
72
Governance & ESG (4%)
74

Versus its nearest rivals

25Reading EggsPets · 81.7426RACQMobility · 81.6427BellroyFashion · 81.4028MilfordFinancial Services · 81.3629LSKDFashion · 80.84

Questions people ask

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

Bellroy ranks #27 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 81.40 out of 100.

Why is Bellroy trusted?

It is a certified B Corporation and was named Australia's top small business workplace in 2021.

What is Bellroy's revenue?

A$146M revenue (FY2026), as reported from company information.

Who owns Bellroy?

Bellroy is owned by Private, founder-led; investors include Silas Capital. It was founded in 2010 in Australia and is based in Melbourne, VIC, Australia.

What is Bellroy's biggest challenge?

Third-party retailers still make up roughly 30% to 40% of sales, its direct share includes digital marketplaces as well as its own site, and it does not publish its accounts.

Key facts

BrandBellroy
Company / ownerPrivate, founder-led; investors include Silas Capital
HeadquartersMelbourne, VIC, Australia
Founded2010
Founder(s)Andrew Fallshaw, Hadrien Monloup, Lina Calabria and Matthew Fallshaw
Latest revenueA$146M revenue (FY2026), as reported from company information
SectorFashion & Apparel
Country of originAustralia

Sources

  • Revenue figure reported in the trade press from company information
  • 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.