Sportcraft

Sportcraft is a distinguished name in the realm of fashion and lifestyle, with its roots deeply embedded in Australian heritage. The brand's inception dates back to 1914, when Wolf Bardas, a Russian Jewish immigrant, established a tailoring business in Melbourne. This venture laid the foundation for what would later become the 'Sportsleigh' manufacturing company. The brand's evolution continued, and in 1947, it ventured into the retail sector, opening its first stores in Collins Street and Toorak Road, Melbourne. A year later, the name was changed to 'Sportscraft,' reflecting a shift towards tailored casual wear, which included items such as jodhpurs, slacks, pleated skirts, and shirts.

The post-war era saw Sportscraft resonate with Australian women, under the innovative marketing strategies led by Morris Bardas. After his passing in 1959, his son David Bardas took over the reins, ensuring the brand's vision and legacy continued. The subsequent decades marked a period of significant growth for Sportscraft, as it expanded into youth-oriented fashion in the 1960s and introduced menswear in the 1970s. The brand's expansion was further solidified in 1987 with the acquisition of the Extra Clothing chain from Just Jeans.

However, the 1990s brought challenges for Sportscraft. Despite its growth into a fashion empire with a multimillion-dollar turnover from 200 stores and nineteen women and men's fashion labels, financial strains led to a loss of control by David Bardas. The Sportsgirl Centre in Collins Street, a costly investment, was a significant factor in this financial strain. Consequently, the South African company Truworths acquired a majority stake in the group. By the end of the decade, declining sales and increasing losses forced Truworths to cease funding, leading to Sportscraft entering voluntary administration in November 1999. The following year saw the sale of the core retail brands, including Sportscraft, Sportsgirl, and David Lawrence, to various entities.

Despite these tribulations, Sportscraft has maintained its status as one of Australia's most trusted fashion and lifestyle brands, known for its outstanding quality and consistent fit. The brand has also been recognized for its contribution to Australian sports, having been selected as the Official Uniform Supplier of the 2020 Australian Olympic Team, designing both the Opening Ceremony and Formal Uniforms. This marked the eighth occasion Sportscraft provided apparel for Australia's athletes. Today, the brand continues to inspire the Australian man and woman with a range of clothing and accessories that embody authentic Australian style, while upholding the quality and craftsmanship that Sportscraft has built its reputation on. The brand's target demographic includes men and women aged 25 and above, and it has also expanded its range to include kids and babies, launched in 2021.