Australia & New Zealand's Most Trusted D2C Brands 2026 › White Fox
#48 of 100 – Fashion & Apparel

White Fox

Online fashion brand that began as an eBay store in 2013 and now sells through its own website to Australia, the United States and the United Kingdom.

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

Consumer Trust 72/100
White Fox ranked #48 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score76.92out of 100
ANZ D2C rank#48 of 100
HeadquartersSydney, NSW, Australia
Founded2013
Latest revenueA$542.5M sales (FY2025)
Trust pillar72/100

The White Fox story

White Fox was founded in Australia in 2013 by Daniel Contos and Georgia Contos and is owned today by Private, founder-owned. It is one of 20 Fashion & Apparel brands in this year's ranking, where it places #11.

Why people trust White Fox

Sales hit a record A$542.5M in FY2025, up 21%, as it expanded in the United States and the United Kingdom.

The watch-out

Profit slipped to A$93.8M as marketing costs rose to A$52.4M and US tariffs lifted costs, and ASIC fined it A$187,800 over late or substandard financial reports.

Why White Fox ranks #48

Strongest of the four trust-led pillars

Brand Positioning, scored 82 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. White Fox scores 76.92 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
72
Brand Recall (18%)
80
Brand Positioning (15%)
82
Brand Love (15%)
82
Product, Innovation & Delivery (10%)
72
Digital & Financial Soundness (6%)
88
Governance & ESG (4%)
60

Versus its nearest rivals

46Defence HealthInsurance · 77.1247Lorna JaneFashion · 77.0848White FoxFashion · 76.9249WebjetMarketplaces · 76.8050Fisher FundsFinancial Services · 76.78

Questions people ask

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

White Fox ranks #48 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 76.92 out of 100.

Why is White Fox trusted?

Sales hit a record A$542.5M in FY2025, up 21%, as it expanded in the United States and the United Kingdom.

What is White Fox's revenue?

A$542.5M sales (FY2025), as per company filings.

Who owns White Fox?

White Fox is owned by Private, founder-owned. It was founded in 2013 in Australia and is based in Sydney, NSW, Australia.

What is White Fox's biggest challenge?

Profit slipped to A$93.8M as marketing costs rose to A$52.4M and US tariffs lifted costs, and ASIC fined it A$187,800 over late or substandard financial reports.

Key facts

BrandWhite Fox
Company / ownerPrivate, founder-owned
HeadquartersSydney, NSW, Australia
Founded2013
Founder(s)Daniel Contos and Georgia Contos
Latest revenueA$542.5M 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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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.