The North Face Shifted to Direct Retail Model
The outdoor brand reduced its wholesale footprint by 150 locations while expanding its own store network in the region.
Updated on Oct. 14, 2026 in Australia and New Zealand
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The North Face transitioned to a direct-control business model in Australia and New Zealand, moving away from its previous management under True Alliance. The brand also reduced its wholesale retail partner network by 150 doors as part of a multi-year strategy.
Why it matters
The shift allows the company to optimize its market presence and relocate stores into higher-traffic mainstream locations. This move marks a departure from reliance on external retail partners toward a company-managed subsidiary model.
The brand currently operates 13 full-price stores and eight outlet locations, with a 14th full-price store set for Pacific Fair in mid-October 2026. The new Martin Place flagship store in Sydney spans 264 square metres.
The players
The North Face
This is an American outdoor recreation product company that specializes in outerwear, fleece, coats, shirts, footwear, and equipment.
VF Corporation
This is a global apparel and footwear company that owns various brands, including The North Face, Vans, and Timberland.
True Alliance
This is a distributor of international fashion and footwear brands that previously managed The North Face in Australia and New Zealand.
The details
VF Corporation assumed direct control of the local business two years ago and has since upgraded or relocated nearly all standalone stores. This consolidation aligns with broader brand strategy to prioritize direct-to-consumer operations over extensive wholesale distribution.
Timeline
The North Face opened its first Australian store in 2007.
The North Face operated a pop-up at Martin Place in late 2025.
Global sales reporting for the financial year ended on March 28, 2026.
The first quarter of FY27 for sales reporting concluded on June 27, 2026.
A new full-price store at Pacific Fair is scheduled to open in mid-October 2026.
Travel Outlook
The brand's consolidation reflects a broader trend of international retailers prioritizing flagship stores in prime urban markets over scattered wholesale presence. This strategy mirrors global tourism patterns where brands aim to capture high-spending shoppers in major destination hubs like Sydney.
Shoppers can now expect a more uniform in-store experience at standalone North Face locations across Australia and New Zealand. Consumers may find fewer wholesale partner outlets carrying the brand but will see an expanded selection in the new company-operated flagships.
The takeaway
The move toward a direct model signals that the brand is prioritizing premium branding over wide-reaching wholesale availability. Travelers and locals should anticipate standardized inventory and store layouts as the company continues to focus on high-traffic retail corridors.
Further reading
For more on regional business updates, visit the Australia and New Zealand section.
Source note: This article includes information reported by Ragtrader.
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