Betts Group
| Company type | Private |
|---|---|
| Industry | Footwear retail |
| Predecessor | Breckler Brothers, Cecil Bros Pty Ltd |
| Founded | 1892 |
| Founder | Yoel Breckler |
| Headquarters | Osborne Park, Perth , Australia |
Area served | Australia, United Arab Emirates (franchise) |
Key people | Andrew Breckler, Danny Breckler |
| Products | Footwear, handbags |
| Website | www |
Betts Group Pty Ltd—previously known as Breckler Brothers and Cecil Bros Pty Ltd—is a footwear retail company headquartered in Perth, with its main office located at Level 2, 428 Scarborough Beach Rd, Osborne Park, Western Australia. With a heritage spanning over 125 years, Betts has grown to include online shoe retailing and owns several brands such as Betts, Betts Kids, ZU, Airflex, Zeroe, Betts Brand Direct, and Betts for Her. The company currently manages 67 stores distributed throughout every Australian state.
The company’s retail strategy centers on selling 98% footwear and 2% handbags. Betts operates entirely as a retail entity, importing all merchandise from international suppliers.
It should be noted that this company has no connection to the laminate tube manufacturer Betts Group, which is owned by packaging specialist Albéa.
History
Established in 1892 by Yoel Breckler, a Russian immigrant who began with a boot repair shop in Fremantle, the business was carried forward by his wife Fanny Breckler and their sons Cecil and Alec following Yoel’s death in 1912. Fanny inaugurated the first retail outlet on Hay Street during the 1920s. Over time, the enterprise operated under various names including Cecil Bros and Betts.
In 1985, Andrew and Danny Breckler assumed control amid intensifying competition from both national chains and international retailers due to the expansion of suburban shopping centres. Andrew spearheaded growth into Victoria, New South Wales, and the Northern Territory through acquisitions during the late 1980s and early 1990s, establishing Betts as the largest privately held footwear group in Australia.
Entering the new millennium, Danny transformed Betts into a vertically integrated firm focused on designing and sourcing its own products. The ZU brand was introduced in 2003 with Danny overseeing product design for manufacturing in China. To enhance efficiency in sourcing operations, he founded the Betts Group China Resource Centre to supervise quality assurance and logistics management.
Legacy
Currently operated by the fifth generation of the founding family, the Betts Group maintains retail outlets in all prominent Australian shopping centres. It holds a footprint across every state and territory within Australia, supported by offices in Western Australia, South Australia, Victoria, and China, along with a franchise location in the United Arab Emirates. The company’s varied brand lineup targets multiple market segments: children’s footwear (Betts Kids), upscale men’s and women’s fashion shoes and accessories (ZU), as well as modern comfort-oriented footwear (Airflex). Betts primarily caters to customers seeking affordable contemporary dress and casual shoes for men and women. Select stores also feature Betts for Her—a women-focused collection launched at Westfield Burwood in 2012.
Betts-designed shoes are frequently ordered by international firms, and more than 130 independent Australian retailers carry Airflex products. A significant portion of their footwear is designed and produced internally to ensure consistent quality control throughout manufacturing. Although sales staff training emphasizes achieving sales objectives over shoe fitting expertise, the company offers competitive pay structures including bonuses to recognize employee contributions.
From a financial standpoint, Betts recorded a minor revenue decrease of 1% during FY10, alongside moderate growth averaging 1% over five years. Between late 2011 and early 2012, Betts represented approximately 0.7% of gross rent within the David Jones Building property portfolio.
In alignment with its corporate sustainability initiatives under the Australian Packaging Covenant (2011–2016), Betts pledged to minimize plastic bag usage, promote recycled content in shoe boxes, introduce biodegradable bags, and evaluate packaging materials according to environmentally responsible standards.
Construction
The Betts Group's National Head Office, encompassing 1,500 square meters over two levels, received the MBA award for Best New Commercial Project under $5 million in Western Australia in 2006.
Betts online
Through its website, Betts facilitates online shopping, enhancing customer accessibility and broadening its retail presence.