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

Glassons

Fashion chain that began in Christchurch in 1918 as a mail-order clothing supplier and now sells its own label through stores in New Zealand and Australia and online.

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

Consumer Trust 76/100
Glassons ranked #39 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score78.32out of 100
ANZ D2C rank#39 of 100
HeadquartersAuckland, New Zealand
Founded1918
Latest revenueNZ$449.2M sales (FY2026, year to 1 Aug 2026; Australia NZ$324.4M plus New Zealand NZ$124.8M)
Trust pillar76/100

The Glassons story

Glassons was founded in New Zealand in 1918 by JH Glasson and is owned today by Hallenstein Glasson Holdings Ltd (NZX: HLG). It is one of 20 Fashion & Apparel brands in this year's ranking, where it places #8.

Why people trust Glassons

Glassons Australia sales rose 29% to NZ$324.4M in FY2026 across 41 stores, and New Zealand sales rose 11.5%.

The watch-out

FY2026 growth was helped by a stronger Australian dollar (group sales up 19.6%, or 15.6% in constant currency), and the group did not repay NZ$5.18M of Covid wage subsidies in 2020 while paying a dividend.

Why Glassons ranks #39

Strongest of the four trust-led pillars

Brand Recall, scored 82 out of 100.

Room to grow

Consumer Trust & Sentiment, scored 76 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Glassons scores 78.32 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
76
Brand Recall (18%)
82
Brand Positioning (15%)
80
Brand Love (15%)
80
Product, Innovation & Delivery (10%)
74
Digital & Financial Soundness (6%)
84
Governance & ESG (4%)
70

Versus its nearest rivals

37Forever NewFashion · 78.4038Teachers HealthInsurance · 78.3239GlassonsFashion · 78.3240Nick ScaliHome · 78.1641CamillaFashion · 78.00

Questions people ask

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

Glassons ranks #39 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 78.32 out of 100.

Why is Glassons trusted?

Glassons Australia sales rose 29% to NZ$324.4M in FY2026 across 41 stores, and New Zealand sales rose 11.5%.

What is Glassons's revenue?

NZ$449.2M sales (FY2026, year to 1 Aug 2026; Australia NZ$324.4M plus New Zealand NZ$124.8M), as per company filings.

Who owns Glassons?

Glassons is owned by Hallenstein Glasson Holdings Ltd (NZX: HLG). It was founded in 1918 in New Zealand and is based in Auckland, New Zealand.

What is Glassons's biggest challenge?

FY2026 growth was helped by a stronger Australian dollar (group sales up 19.6%, or 15.6% in constant currency), and the group did not repay NZ$5.18M of Covid wage subsidies in 2020 while paying a dividend.

Key facts

BrandGlassons
Company / ownerHallenstein Glasson Holdings Ltd (NZX: HLG)
HeadquartersAuckland, New Zealand
Founded1918
Founder(s)JH Glasson
Latest revenueNZ$449.2M sales (FY2026, year to 1 Aug 2026; Australia NZ$324.4M plus New Zealand NZ$124.8M), as per company filings
SectorFashion & Apparel
Country of originNew Zealand

Sources

  • Annual report and results announcements lodged with the NZX by the parent company
  • 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.