STAX duo keep moving forward in tough sector

Australian brand STAX has established itself as a major competitor to household names like Lululemon, Nike and Adidas – and Don and Matilda Robertson are reaping the rewards.

You wouldn’t think there’s room for another activewear giant in 2024, however, it turns out there is.

Australian brand STAX has established itself as a major competitor to household names including Lululemon, Nike and Adidas.

And its founders, Don and Matilda Robertson, are reaping the rewards, with the duo recently named among Australia’s most wealthy business people under the age of 40.

It’s a far cry from 2015, when Don was STAX’s only employee. Fast forward less than a decade and the entrepreneur and his wife have 11 bricks-and-mortar stores, 160 employees worldwide, and receive 2000 orders a day (40,000 during last year’s Black Friday Sale) from their cult followers.

And despite entering the athleisure sector nine years ago, a time when the industry was already dominated by established brands, this hugely successful duo still managed to make their mark – and it wasn’t about luck.

STAX founders Dan and Matilda Robertson. Picture: Supplied

“We don’t think it’s ever been about luck or timing, and we’ve never had a mentor,” Don said.

“It’s always been about having a clear vision, being adaptable, giving it a go, taking the risk and staying connected to our purpose.

“We’ve learned a million lessons from countless experiences (both good and bad) in the 10 years of building the brand but we’re absolutely still learning, growing and pivoting to this day.”

Matilda Robertson from the early days. Picture: Supplied

The athleisure sector has grown 42 per cent in the last seven years, and by 2026, it is expected to reach a value of over $250bn. Don and Matilda have a chunk of that, with the couple rumoured to be worth an estimated $52m, turning over more than $30m a year.

Their greatest challenge throughout their meteoric rise to global success was one a fashion brand could only hope to achieve – bolstering their offering to keep up with huge demand, while not expanding too quickly.

“Our biggest challenge has been balancing growth with staying true to our vision and values,” Don said.

STAX is the only activewear brand in Australia to stock sizes from XXS-4XL, is loved by Hollywood heavyweights Jennifer Lopez and Lizzo, and. on Saturday, opened the doors to its Sydney Westfield store, a major milestone.

“The Sydney flagship store is a dream come true and a key milestone for STAX,” Matilda said. “We’ve operated on a pop-up store method until now, which was a decision made to see how our community responded to physical stores in today’s challenging climate.

“Having a physical presence in Sydney’s heart feels like coming home. We see this space as so much more than a store – it’s a way to connect with our community tangibly, but the creative process has been such an incredible project to work on.”

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