Australia & New Zealand's Most Trusted D2C Brands 2026 › Universal Store
#51 of 100 – Fashion & Apparel

Universal Store

Youth fashion group that sells through its own Universal Store, Perfect Stranger and Thrills stores and websites; private brands were 51% of Universal Store banner sales in FY2026 (about 58% including sister brands Thrills and Worship), and the wholly own-brand Perfect Stranger chain added A$35.9M.

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

Consumer Trust 76/100
Universal Store ranked #51 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score76.40out of 100
ANZ D2C rank#51 of 100
HeadquartersBrisbane, QLD, Australia
Founded1999
Latest revenueA$376.1M group sales (FY2026, year ended 30 Jun 2026)
Trust pillar76/100

The Universal Store story

Universal Store was founded in Australia in 1999 by Greg Josephson and Michael Josephson and is owned today by Public (ASX: UNI), Universal Store Holdings Ltd. It is one of 20 Fashion & Apparel brands in this year's ranking, where it places #12.

Why people trust Universal Store

It is an ASX-listed retailer founded in Brisbane in 1999 whose own labels now make up more than half of what it sells.

The watch-out

Close to half of Universal Store banner sales still come from third-party brands, and Thrills wholesale sales fell 18.9% in FY2026.

Why Universal Store ranks #51

Strongest of the four trust-led pillars

Brand Positioning, scored 80 out of 100.

Room to grow

Brand Recall, scored 74 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Universal Store scores 76.40 overall.

Pillar profile

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

Versus its nearest rivals

49WebjetMarketplaces · 76.8050Fisher FundsFinancial Services · 76.7851Universal StoreFashion · 76.4052TowerInsurance · 76.2653AirtaskerMarketplaces · 76.20

Questions people ask

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

Universal Store ranks #51 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 76.40 out of 100.

Why is Universal Store trusted?

It is an ASX-listed retailer founded in Brisbane in 1999 whose own labels now make up more than half of what it sells.

What is Universal Store's revenue?

A$376.1M group sales (FY2026, year ended 30 Jun 2026), as per company filings.

Who owns Universal Store?

Universal Store is owned by Public (ASX: UNI), Universal Store Holdings Ltd. It was founded in 1999 in Australia and is based in Brisbane, QLD, Australia.

What is Universal Store's biggest challenge?

Close to half of Universal Store banner sales still come from third-party brands, and Thrills wholesale sales fell 18.9% in FY2026.

Key facts

BrandUniversal Store
Company / ownerPublic (ASX: UNI), Universal Store Holdings Ltd
HeadquartersBrisbane, QLD, Australia
Founded1999
Founder(s)Greg Josephson and Michael Josephson
Latest revenueA$376.1M group sales (FY2026, year ended 30 Jun 2026), as per company filings
SectorFashion & Apparel
Country of originAustralia

Sources

  • Annual report and results announcements lodged with the ASX
  • 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.