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

Kathmandu

Outdoor brand that sells its own clothing and equipment for travel and adventure through its own stores and website.

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

Consumer Trust 85/100
Kathmandu ranked #10 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score83.76out of 100
ANZ D2C rank#10 of 100
HeadquartersChristchurch, New Zealand
Founded1987
Latest revenueNZ$402.3M sales (FY2026, year ended 31 Jul 2026)
Trust pillar85/100

The Kathmandu story

Kathmandu was founded in New Zealand in 1987 by John Pawson and Jan Cameron and is owned today by KMD Brands Ltd (NZX: KMD, ASX: KMD). It is one of 20 Fashion & Apparel brands in this year's ranking, where it places #3.

Why people trust Kathmandu

It has outfitted hikers and travellers since 1987, and sales rose 11.1% in FY2026.

The watch-out

Parent KMD Brands posted a statutory loss of NZ$414.4M in FY2026 after impairments and is in exclusive takeover talks with US-based Bluestar Alliance, and Kathmandu was criticised for keeping NZ$6.2M in Covid wage subsidies.

Why Kathmandu ranks #10

Strongest of the four trust-led pillars

Brand Recall, scored 90 out of 100.

Room to grow

Brand Love, scored 81 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Kathmandu scores 83.76 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
85
Brand Recall (18%)
90
Brand Positioning (15%)
83
Brand Love (15%)
81
Product, Innovation & Delivery (10%)
82
Digital & Financial Soundness (6%)
70
Governance & ESG (4%)
84

Versus its nearest rivals

8RACVMobility · 84.329Adore BeautyBeauty · 84.1310KathmanduFashion · 83.7611RAAMobility · 83.5412RACMobility · 83.52

Questions people ask

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

Kathmandu ranks #10 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 83.76 out of 100.

Why is Kathmandu trusted?

It has outfitted hikers and travellers since 1987, and sales rose 11.1% in FY2026.

What is Kathmandu's revenue?

NZ$402.3M sales (FY2026, year ended 31 Jul 2026), as per company filings.

Who owns Kathmandu?

Kathmandu is owned by KMD Brands Ltd (NZX: KMD, ASX: KMD). It was founded in 1987 in New Zealand and is based in Christchurch, New Zealand.

What is Kathmandu's biggest challenge?

Parent KMD Brands posted a statutory loss of NZ$414.4M in FY2026 after impairments and is in exclusive takeover talks with US-based Bluestar Alliance, and Kathmandu was criticised for keeping NZ$6.2M in Covid wage subsidies.

Key facts

BrandKathmandu
Company / ownerKMD Brands Ltd (NZX: KMD, ASX: KMD)
HeadquartersChristchurch, New Zealand
Founded1987
Founder(s)John Pawson and Jan Cameron
Latest revenueNZ$402.3M sales (FY2026, year ended 31 Jul 2026), as per company filings
SectorFashion & Apparel
Country of originNew Zealand

Sources

  • Annual report and results announcements lodged with the ASX 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.