Australia & New Zealand's Most Trusted D2C Brands 2026 › Lorna Jane
#47 of 100 – Fashion & Apparel

Lorna Jane

Women's activewear brand that sells its own label mainly through 116 stores in Australia and New Zealand and its website, with a small wholesale arm.

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

Consumer Trust 72/100
Lorna Jane ranked #47 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score77.08out of 100
ANZ D2C rank#47 of 100
HeadquartersBrisbane, QLD, Australia
Founded1989
Latest revenueA$223.2M sales (FY2025)
Trust pillar72/100

The Lorna Jane story

Lorna Jane was founded in Australia in 1989 by Lorna Jane Clarkson and Bill Clarkson and is owned today by Private, Clarkson family. It is one of 20 Fashion & Apparel brands in this year's ranking, where it places #10.

Why people trust Lorna Jane

Family-owned and trading since 1989, it grew sales 10.5% in FY2025, with its own stores and website making up about 90% of sales.

The watch-out

The Federal Court fined it A$5M in 2021 for misleading claims that its LJ Shield activewear protected against Covid-19.

Why Lorna Jane ranks #47

Strongest of the four trust-led pillars

Brand Recall, scored 84 out of 100.

Room to grow

Consumer Trust & Sentiment, scored 72 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Lorna Jane scores 77.08 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
72
Brand Recall (18%)
84
Brand Positioning (15%)
82
Brand Love (15%)
78
Product, Innovation & Delivery (10%)
80
Digital & Financial Soundness (6%)
74
Governance & ESG (4%)
62

Versus its nearest rivals

45nibInsurance · 77.3046Defence HealthInsurance · 77.1247Lorna JaneFashion · 77.0848White FoxFashion · 76.9249WebjetMarketplaces · 76.80

Questions people ask

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

Lorna Jane ranks #47 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 77.08 out of 100.

Why is Lorna Jane trusted?

Family-owned and trading since 1989, it grew sales 10.5% in FY2025, with its own stores and website making up about 90% of sales.

What is Lorna Jane's revenue?

A$223.2M sales (FY2025), as per company filings.

Who owns Lorna Jane?

Lorna Jane is owned by Private, Clarkson family. It was founded in 1989 in Australia and is based in Brisbane, QLD, Australia.

What is Lorna Jane's biggest challenge?

The Federal Court fined it A$5M in 2021 for misleading claims that its LJ Shield activewear protected against Covid-19.

Key facts

BrandLorna Jane
Company / ownerPrivate, Clarkson family
HeadquartersBrisbane, QLD, Australia
Founded1989
Founder(s)Lorna Jane Clarkson and Bill Clarkson
Latest revenueA$223.2M sales (FY2025), as per company filings
SectorFashion & Apparel
Country of originAustralia

Sources

  • Financial accounts lodged with the regulator (ASIC or the New Zealand Companies Office) or published by the 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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Contact us: consulting@wcrcint.com

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.