AussieBum
| Company type | Private |
|---|---|
| Industry | Fashion, Apparel |
| Headquarters | Leichhardt, Sydney , Australia |
Area served | Worldwide (ships to more than 150 countries) |
| Products | Men's swimwear, underwear |
Number of employees | Small workforce |
| Website | www |
aussieBum is an Australian brand specializing in men's swimwear and underwear. Initially, manufacturing took place in Sydney's inner west; however, production later extended internationally to countries such as China, Bangladesh, Thailand, and Vietnam. The company's design and distribution operations continue to be managed from its headquarters located in Leichhardt, New South Wales, Sydney.
Marketing
aussieBum promotes its products globally primarily through its website, operating without any international sales agents. Domestic sales within Australia represent approximately 10% of the brand’s total revenue. Despite having no physical retail outlets and a small workforce, aussieBum has established a significant international presence.
The brand’s merchandise is available in prominent department stores worldwide, including Selfridges, Harrods, and House of Fraser in the UK, Printemps in Paris, KaDeWe in Berlin, and Harvey Nichols in Dubai, as well as various boutiques around the globe. Its e-commerce platform ships to more than 150 countries.
Social media channels such as Facebook and Twitter play a key role in aussieBum’s marketing strategy. This approach helped the brand become the seventh most searched term in Australia by April 2008.
Recognized for its playful marketing campaigns, aussieBum recreated the iconic Australian artwork Shearing the Rams, depicting muscular men shearing sheep while clad only in underwear. Additionally, the brand’s swimwear has been featured in Kylie Minogue’s music videos for Slow and SuperMartXé VIP.
In 2011, during the premiere episode of The Celebrity Apprentice Australia, founder Sean Ashby contributed $50,000 to charity after politician Pauline Hanson washed his car wearing aussieBum underwear; an additional $10,000 was donated for singer Deni Hines.
Products
- Wonderjock
Introduced in November 2006, the Wonderjock collection expanded aussieBum’s underwear offerings by incorporating a fabric pouch designed to lift and enhance a man’s silhouette. This innovative product quickly gained popularity, with 50,000 units sold within its first week on the market.