Who owns it now
“Aussie” brands and where the money actually goes.
4 pages in this section
- ArticleAesop: the Melbourne skincare brand that sold restraint to L'Oréal
How a Melbourne haircare label built on brown bottles and quiet design became a multibillion-dollar sale to L'Oréal, one of the biggest deals in Australian brand history.
- ArticleBonds: how Chesty's singlet ended up owned by Hanesbrands
Bonds built its Australian identity on Chesty Bond and local mills. The Bonds ownership history tells a quieter story of offshoring and foreign takeover.
- ArticleSold offshore: iconic Australian brands now owned overseas
Vegemite, Speedo, Aeroplane Jelly: iconic Australian brands that feel local, yet the ownership papers tell a different story. Here is who holds them.
- ArticleUgg: how an Australian generic became an American trademark
Deckers Outdoor Corporation holds a US trademark on 'Ugg'. Australian sheepskin bootmakers have spent decades fighting back. Here's how it happened.