Sportscraft
| Company type | Private |
|---|---|
| Industry | Apparel, Retail |
| Founded | 1914 in Melbourne, Australia |
| Founder | Wolf Bardas |
| Headquarters | Melbourne , Australia |
| Products | Clothing for men, women, children, and babies |
| Website | www |
Sportscraft is an Australian apparel label catering to both women and men, available through department stores and more than 20 dedicated retail locations. The brand traces its origins to the 'Sportsleigh' manufacturing firm, established in Melbourne in 1914 by Wolf Bardas, a Russian Jewish immigrant. It ventured into retail in 1947 with outlets on Melbourne's Collins Street and Toorak Road. The following year, the company adopted the name 'Sportscraft' to emphasize its specialization in tailored casual clothing, including items like jodhpurs, slacks, pleated skirts, and shirts.
Sportscraft became a distinguished post-war Australian brand under the leadership of Morris Bardas, who implemented pioneering marketing strategies. After his passing in 1959, his son David Bardas broadened the company’s scope by introducing youth fashion during the 1960s and expanding into menswear throughout the 1970s.
In 1987, Sportscraft purchased the Extra Clothing chain from Just Jeans for approximately $30 million. By the 1990s, the enterprise managed around 200 stores featuring nineteen different women’s and men’s fashion lines, achieving multimillion-dollar revenues.
Financial difficulties linked to properties such as the Sportsgirl Centre resulted in David Bardas losing control in 1994 when banks enforced their claims on unpaid loans. Subsequently, South African corporation Truworths acquired a 90% stake but halted financial support by 1999 due to declining sales and ongoing losses. That year, the business entered voluntary administration, leading to the sale of its main brands separately in 2000: Apparel Group acquired Sportscraft, Sussan Corporation took over Sportsgirl, and Webster Holdings purchased David Lawrence.
In July 2019, Sportscraft was appointed as the Official Uniform Supplier for the Australian Olympic Team for the 2020 Games, designing both the Opening Ceremony and Formal Uniforms. This marked the brand’s eighth occasion outfitting Australia’s athletes.
The primary demographic for Sportscraft consists of men and women aged 25 and over. In 2021, it expanded its product range to include clothing for children and babies. The brand continues to be recognized as one of Australia's most reliable fashion names, celebrated for its quality craftsmanship and consistent fit.