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

Macpac

Outdoor brand that sells packs, tents, sleeping bags and outdoor clothing through 103 stores and online, with online at 16% of sales.

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

Consumer Trust 85/100
Macpac ranked #23 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score81.90out of 100
ANZ D2C rank#23 of 100
HeadquartersChristchurch, New Zealand
Founded1973
Latest revenueA$239.5M sales (FY2026, period ended 27 Jun 2026)
Trust pillar85/100

The Macpac story

Macpac was founded in New Zealand in 1973 by Bruce McIntyre and is owned today by Super Retail Group Ltd (ASX: SUL). It is one of 20 Fashion & Apparel brands in this year's ranking, where it places #4.

Why people trust Macpac

It has made packs and outdoor gear since its Christchurch start in 1973, and segment profit rose 32% in FY2026.

The watch-out

Like-for-like sales grew just 1.5% in FY2026 and sales fell 10.2% in the first seven weeks of FY2027.

Why Macpac ranks #23

Strongest of the four trust-led pillars

Consumer Trust & Sentiment, scored 85 out of 100.

Room to grow

Brand Recall, scored 78 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Macpac scores 81.90 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
85
Brand Recall (18%)
78
Brand Positioning (15%)
82
Brand Love (15%)
82
Product, Innovation & Delivery (10%)
85
Digital & Financial Soundness (6%)
74
Governance & ESG (4%)
78

Versus its nearest rivals

21Australian EthicalFinancial Services · 81.96222degreesTech · 81.9423MacpacFashion · 81.9024SimplicityFinancial Services · 81.8425Reading EggsPets · 81.74

Questions people ask

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

Macpac ranks #23 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 81.90 out of 100.

Why is Macpac trusted?

It has made packs and outdoor gear since its Christchurch start in 1973, and segment profit rose 32% in FY2026.

What is Macpac's revenue?

A$239.5M sales (FY2026, period ended 27 Jun 2026), as per company filings.

Who owns Macpac?

Macpac is owned by Super Retail Group Ltd (ASX: SUL). It was founded in 1973 in New Zealand and is based in Christchurch, New Zealand.

What is Macpac's biggest challenge?

Like-for-like sales grew just 1.5% in FY2026 and sales fell 10.2% in the first seven weeks of FY2027.

Key facts

BrandMacpac
Company / ownerSuper Retail Group Ltd (ASX: SUL)
HeadquartersChristchurch, New Zealand
Founded1973
Founder(s)Bruce McIntyre
Latest revenueA$239.5M sales (FY2026, period ended 27 Jun 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.