The Brisbane-based company recently reported a sizable jump in revenue, adding $23.6 million over the last financial year as more shoppers favour trusted Australian labels over international competitors like Lululemon and Nike. The activewear market in Australia is crowded and highly competitive yet Lorna Jane’s decision to refresh their stores and products appears to be winning over customers, with revenues climbing to $223.2 million from $199.6 million and a lift in net profit to $22.7 million.
With changing shopping habits, more customers are showing preference for brands with a strong local presence and history. This renewed interest in Australian businesses seems to have fuelled Lorna Jane’s recent performance after 37 years in the industry. Their steady reputation is proving to be an important advantage as shoppers become more selective.
Expanding beyond its activewear roots, Lorna Jane spent $11 million last August to acquire the SOMA wellness spa in Byron Bay. This move signals a broader strategy to tap into wellness travel, even as the brand faces fierce competition at both discount and luxury ends of the sportswear market. Other brands, both local and global, are aggressively expanding across Australia, making it a dynamic but challenging space.
Looking ahead, Lorna Jane seems focused on deepening its presence in Australia, New Zealand, South East Asia and China, opting to fuel growth within existing markets rather than seeking outside investment. With the buy-local sentiment working in its favour, the company appears well positioned, though shifting consumer trends and intensifying competition may still shape its next chapter.
