Peter Alexander is the most trusted direct-to-consumer brand in Australia and New Zealand for 2026, according to WCRC's first Australia & New Zealand's Most Trusted D2C Brands 2026. NRMA is second and Aussie Broadband third.
The ranking uses the WCRC D2C Trust Score. It gives 32% of the weight to Consumer Trust & Sentiment, 18% to Brand Recall, 15% to Brand Positioning and 15% to Brand Love, so that 80% of each score comes from how much consumers trust, remember and love a brand.
The top 10
| Rank | Brand | Sector | Country | Score |
|---|---|---|---|---|
| 1 | Peter Alexander | Fashion & Apparel | Australia | 88.26 |
| 2 | NRMA | Mobility & Auto | Australia | 87.64 |
| 3 | Aussie Broadband | Tech & Subscriptions | Australia | 86.90 |
| 4 | AA Insurance | Insurance | New Zealand | 86.72 |
| 5 | Southern Cross Health Society | Insurance | New Zealand | 85.34 |
| 6 | Koala | Home & Living | Australia | 85.31 |
| 7 | Rip Curl | Fashion & Apparel | Australia | 85.22 |
| 8 | RACV | Mobility & Auto | Australia | 84.32 |
| 9 | Adore Beauty | Beauty & Personal Care | Australia | 84.13 |
| 10 | Kathmandu | Fashion & Apparel | New Zealand | 83.76 |
What the ranking shows
Trust is earned through proof, not promises. The leaders give buyers ways to check a claim for themselves before they pay: Peter Alexander, NRMA and Aussie Broadband all score 88 or more on Consumer Trust & Sentiment.
Recall without trust is not enough. Jetstar has some of the highest recall on the list, but its Consumer Trust score of 66 keeps it at #66.
Two countries, one list. 20 of the 100 brands were founded in New Zealand. The highest placed is AA Insurance at #4, and 3 New Zealand brands make the top 10. The highest placed Australian brand is Peter Alexander at #1.
Some famous names are missing for a reason. Afterpay, The Iconic, Aesop, Zimmermann and Trade Me were all founded in Australia or New Zealand, but each is now owned by a group from outside the two countries, so none is eligible for this list.
Sector leaders
- Fashion & Apparel: Peter Alexander
- Insurance: AA Insurance
- Mobility & Auto: NRMA
- Home & Living: Koala
- Financial Services: Australian Ethical
- Tech & Subscriptions: Aussie Broadband
- Food & Beverage: My Food Bag
- Marketplaces & Resale: Mighty Ape
- Pets & Kids: Pet Circle
- Jewellery & Eyewear: Lovisa
- Beauty & Personal Care: Adore Beauty
- Health & Wellness: Viva Leisure
Only brands that publish numbers
Only brands whose owners publish financial results were considered for this research. Brands that do not publish their financials have not been assessed or ranked. Many well-known D2C names could not be ranked this year because WCRC could not find published revenue for them. 100 brands met every rule. Read the methodology.
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Want to go deeper?
The WCRC Business Intelligence Unit can walk you through the research behind this ranking and what it means for your brand, your market or your story.
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- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
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