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Macpac

Macpac is a New Zealand-based outdoor apparel and equipment retailer, founded in 1973 by Bruce McIntyre in with a $2,000 to produce durable backpacks inspired by the country's rugged . The company began in a , quickly innovating with the , the first internal-frame backpack in and launched in 1975, which set a standard for lightweight, high-performance gear tested in extreme alpine conditions. In the , Macpac merged with Wilderness Equipment to expand into clothing, and by the , it had relocated to a larger facility while committing to through initiatives like EBEX21 for eco-friendly business practices. Facing economic challenges in the , the brand downsized but rebounded by opening its first store and focusing on sales, eventually growing to employ over 600 staff and exporting worldwide. Today, Macpac offers a comprehensive range of products including packs, tents, sleeping bags, footwear, and technical apparel designed for , , , and , emphasizing durability, functionality, and environmental responsibility. In 2018, Australian retail conglomerate acquired Macpac for approximately $135–144 million, integrating it with the group's adventure outdoors portfolio alongside brands like BCF to enhance its market presence in and . The company maintains strong ties to New Zealand's outdoor heritage, partnering with the New Zealand Alpine Team for product testing and supporting conservation efforts through programs like the Fund for Good.

History

Founding

Macpac was founded in 1973 by Bruce , a 19-year-old mountaineer and dropout, who began operations in his parents' garage in , . With a $2,000 from his parents—secured by using their home as — acquired a small existing pack-making business previously known as Mac Sacs and rebranded it as Macpac, focusing on producing high-quality outdoor gear tailored to the demands of New Zealand's challenging terrain. His motivation stemmed from personal frustrations with inadequate during his own pursuits, aiming to create durable backpacks that could withstand extreme conditions without compromising comfort or functionality. The company's initial product development centered on innovative backpacks designed for rugged outdoor activities, drawing directly from McIntyre's experiences in mountain climbing across New Zealand's diverse landscapes. A pivotal moment came in 1975 when members of the Canterbury Mountaineering Club approached him for specialized gear ahead of their expedition to Patagonia; this led to the creation of the Torre Egger, New Zealand's first internal frame backpack. Named after the Patagonian peak, the Torre Egger featured an innovative frame system for superior load-bearing and stability during extreme ascents, marking a significant advancement in local outdoor equipment design and establishing Macpac's reputation for purpose-built durability. Early operations were marked by significant challenges, including entirely handmade production processes that limited output and required meticulous craftsmanship in the confined garage space. and his small team tested prototypes rigorously in New Zealand's unforgiving environments, particularly the , where harsh weather, steep terrain, and variable conditions provided essential real-world validation. These trials ensured the gear's reliability, refining designs through iterative feedback from fellow climbers and trampers before limited sales to local outdoor enthusiasts.

Growth and Expansion

During the late 1970s, Macpac began its international expansion by exporting products to , marking the company's first foray beyond and laying the groundwork for a global presence. By the end of the decade, this initial export market contributed to the company's rapid growth, with annual sales increasing by 100 percent each year during the 1970s. Building on this momentum, Macpac extended exports to the , , and in the 1980s, achieving 5 percent of total sales from overseas markets by 1984. In the , Macpac transitioned from a primarily mail-order operation to greater integration through key partnerships, including a merger with Dunedin-based retailer Wilderness Equipment owned by Geoff Gabites, which enhanced domestic distribution and product testing capabilities. This period saw staff numbers grow to 20 and sales reach NZ$300,000, enabling diversification into apparel alongside core designs originally developed by founder Bruce McIntyre. By the , the company had relocated to a larger headquarters in and expanded its product range to over 230 items, encompassing technical apparel for climbers, campers, and hikers, as well as equipment like sleeping bags and tents. Sales surged to NZ$8 million, with 35 percent derived from international markets through direct sales to overseas retailers in , the UK, , and . The 2000s brought economic challenges, including major losses from 2001 to 2005 due to the impact of the 9/11 attacks on travel and an economic recession reducing demand for premium outdoor gear. Macpac downsized its team but rebounded by opening its first retail store in 2008 and focusing on sales, which helped stabilize and grow the business. In 2008, founder Bruce McIntyre sold the company to Mouton Noir. It was later acquired by , founder of , in 2011. In 2015, Australian private equity firm CHAMP Ventures acquired a 90% stake for approximately NZ$70 million. A pivotal aspect of Macpac's growth involved strategic collaborations for rigorous product validation, notably the with the New Zealand Alpine Team established in 2013, where team members tested prototypes in extreme conditions to refine designs for durability and performance. This alliance underscored Macpac's commitment to technical excellence, supporting the evolution from a niche maker to a comprehensive outdoor with a robust international footprint by the mid-2010s.

Acquisition and Modern Era

In December 2015, CHAMP Ventures acquired a 90% stake in Macpac, and in April 2018, acquired the company from CHAMP Ventures for NZ$144 million (approximately A$135 million), integrating it into the company's outdoor alongside such as BCF to strengthen its position in the adventure and outdoor sector across and . The acquisition aimed to leverage Macpac's established reputation in high-performance gear while expanding its market reach through Super Retail Group's established distribution networks and infrastructure. Following the acquisition, Macpac experienced steady growth, employing over 600 staff as of 2025, with its remaining in , , to preserve operational continuity and local expertise. This expansion supported increased product development and , contributing to Macpac's total sales reaching A$231 million in 2025 (ended June 28, 2025), a 3.8% increase from the previous year, driven by both store openings and like-for-like sales growth of 2%. Early in 2026, Macpac reported an 8.6% like-for-like sales increase over the first 16 weeks (as of October 2025), outperforming other brands amid a challenging retail environment. Under ownership, Macpac has shifted strategic emphasis toward digital sales and global expansion, aligning with the group's broader omni-channel approach that saw online sales rise 8% group-wide to A$524 million in 2025. This includes investments in digital capabilities to enhance customer access to Macpac's products internationally, while upholding its New Zealand-based design roots for product innovation and testing in rugged outdoor conditions. Recent milestones reflect Macpac's adaptation to rising consumer demand for sustainable outdoor products, with enhanced focus on rigorous testing protocols for adventure gear to ensure durability and environmental performance, such as utilizing New Zealand's diverse terrains as a natural testing lab. These efforts support commitments to ethical materials and circular design principles, positioning Macpac to meet growing market preferences for eco-conscious gear without compromising on functionality.

Products

Apparel

Macpac's apparel offerings are tailored for outdoor pursuits such as , , and tramping, prioritizing functionality, breathability, and durability to withstand New Zealand's unpredictable weather, including wet and windy conditions. The lineup emphasizes layered systems that manage and , with designs incorporating features like articulated sleeves for enhanced and adjustable hoods for variable exposure. Base layers form the foundation of Macpac's clothing system, drawing moisture away from the skin to maintain comfort during activity. These include options in merino wool, which is 100% non-mulesed for ethical sourcing and offers natural odor resistance and temperature regulation, or synthetic fabrics like 100% recycled , as seen in the Geothermal Long Sleeve Top, which is quick-drying, soft, and moisture-wicking. Mid-layers provide insulation without bulk, often using or advanced synthetics for warmth in cooler environments. The Ion Fleece Jacket employs Polartec Power Grid fabric to trap heat while aiding moisture management and breathability. Similarly, the Nitro Pullover features Polartec Alpha material with 78% recycled content, delivering high breathability, packability, and quick-drying properties to regulate core body temperature during exertion. Outer shells protect against the elements, with waterproof and water-resistant options suited to and wind. The Resolution Rain Jacket utilizes a 3-layer Shield fabric for waterproof, windproof, and performance, ensuring reliability in adverse conditions. The Sabre Softshell Jacket, made from with a lining, offers water resistance, windproofing, and breathability for versatile all-round use. These shells incorporate articulated sleeves for natural movement and adjustable hoods to shield against gusts and precipitation. Accessories complement the apparel with practical items like hats and gloves, crafted for durability and utility. Wide-brim hats, such as the Nylon Hat made from Tactel , provide UPF-rated sun protection with drawcords for secure fit in breezy weather. Gloves, including the Stretch Glove in elastane blends, feature silicone grips for handling gear and conductive tips for touchscreen use, while the First Ascent Glove adds a water-resistant and palms for dexterity in damp conditions. Specialized materials enhance the performance across categories, including for sustainability and reduced environmental impact, organic cotton in casual tees for softness and , non-mulesed for natural insulation, and for its moisture-wicking and eco-friendly properties derived from renewable sources. Heritage-inspired lines revive classic elements from Macpac's 1973 origins, incorporating retro colorways and archival designs in seasonal collections, such as the Heritage Anorak and fleece pullovers that echo original patterns and the signature logo for a nod to the brand's New Zealand roots.

Footwear

Macpac's footwear range includes options designed for various outdoor activities, focusing on support, traction, and weather resistance suitable for New Zealand's diverse terrains. Hiking boots and shoes feature waterproof membranes like Gore-Tex, cushioned midsoles for comfort on long treks, and aggressive lugs for grip on wet rocks and mud. Trail running shoes emphasize lightweight construction with breathable meshes and responsive cushioning for faster-paced adventures. Accessories such as socks made from merino wool or synthetics provide moisture management and blister prevention, while gaiters protect against debris and moisture during tramping. Sandals and casual shoes offer versatility for warmer conditions or recovery wear.

Equipment and Gear

Macpac's equipment and gear lineup emphasizes durable, functional items designed for outdoor pursuits such as , tramping, and expeditions. These products prioritize robustness in rugged environments, incorporating features like construction and weather-resistant materials to support extended adventures. Backpacks form a of Macpac's offerings, evolving from early handmade designs in the 1970s to advanced internal frame systems. The iconic , introduced in 1975 as New Zealand's first internal frame pack, was crafted for the Mountaineering Club's Patagonian expedition and featured a aluminum frame for load distribution during multi-day treks. Modern iterations, such as the Ascent 65+10L pack, build on this legacy with modular attachments for gear customization, ergonomic hip belts, and durable fabrics treated for water repellency, making them ideal for tramping in New Zealand's varied terrain. For and overland travel, models like the Torlesse 50 incorporate reinforced panels and compression straps to handle heavy loads in snowy or remote conditions. Sleeping bags in Macpac's range cater to extreme cold and variable , utilizing down or synthetic fills for warmth-to-weight efficiency. The Serac 1000 down sleeping bag, rated to -17°C, employs 800-fill power European goose down and Quantum Pro outer fabric for superior resistance and , suiting high-altitude multi-day expeditions where minimal pack volume is essential. Lighter options like the Dragonfly 400, at 731 g for the standard size, feature water-repellent treatments and offset baffles to prevent cold spots, performing well in damp settings without sacrificing portability. These bags are often tested in harsh conditions to ensure reliability during prolonged exposure to wind and precipitation. Tents from Macpac focus on freestanding structures that balance shelter and ease of setup for use. The Olympus model, a four-season dome , uses UV30 fabric for exceptional and wind resistance, proven effective in Southern Alps blizzards and Fiordland downpours, with a weight under 3kg for expedition mobility. Similarly, the Duolight two-person incorporates 20D ripstop with taped seams and DAC aluminum poles, providing stability in high winds while maintaining a packed size suitable for overland travel. These designs support activities like tramping by offering quick-pitch vestibules for gear storage and ventilation to manage condensation in humid environments. Travel accessories, particularly duffels, complement Macpac's gear for transport during adventures. The 80L features Aquaguard zippers and a roll-top closure for water resistance, with padded handles and daisy chains for modular attachment to packs, facilitating overland journeys across rough terrain. The Wilderness 50L , at 1.2kg, uses recycled for abrasion resistance, allowing users to haul equipment securely for trips or extended without bulk. Many of these items integrate sustainable materials like recycled to align with environmental goals.

Innovation and Design Philosophy

Macpac's design philosophy centers on the principle of "gear that lasts," prioritizing , repairability, and to create products that endure over time rather than being discarded after limited use. This approach emphasizes selecting premium materials and incorporating only essential features informed by feedback from real-world adventurers, ensuring functionality without unnecessary complexity. By focusing on longevity, Macpac aims to reduce environmental impact through that encourages repair and reuse, aligning quality with practical performance for extended adventures. The design process is rooted in Christchurch, New Zealand, where prototypes are developed and rigorously field-tested across the country's diverse terrains, including rainforests, mountains, and alpine regions, to simulate extreme conditions. This iterative method incorporates insights from outdoor enthusiasts and brief collaborations with testing partners like the New Zealand Alpine Team, refining designs based on actual usage to enhance reliability and versatility. The philosophy favors quality over quantity, building gear to withstand repeated harsh exposures, which fosters a commitment to creating timeless, adaptable equipment suited for global exploration. Historically, Macpac pioneered innovations such as the introduction of New Zealand's first internal frame backpack in 1975, which revolutionized load distribution for multi-day treks. In the modern era, the brand has shifted toward modular and versatile designs that support worldwide adventures, maintaining a focus on clean, uncluttered aesthetics derived from foundational principles of endurance and adaptability. This evolution underscores a dedication to high-impact, user-centered innovation that prioritizes products capable of lasting decades under demanding circumstances.

Operations

Retail and Distribution

Macpac maintains a robust retail network across and , operating 103 stores as of mid-2025 to serve outdoor enthusiasts directly. In , the brand features 64 locations as of mid-2025, including larger-format Macpac Adventure Hubs that stock Macpac gear alongside complementary brands such as , , and , and smaller Classic Macpac stores focused on core apparel, equipment, and accessories. hosts the majority of outlets, with 64 stores, while has 39 stores with key presences in major cities; flagship stores are prominent in , the brand's founding city, including sites at Colombo Street and Tower Junction, while Sydney's location at Town Hall Square serves as a prominent hub. Complementing its physical footprint, Macpac offers dedicated e-commerce platforms through macpac.co.nz for customers and macpac.com.au for , both enabling seamless online purchasing of the full product range. The site supports global shipping to most countries, facilitating international access, while operations are integrated with parent company Super Retail Group's advanced logistics, including automated fulfillment centers that handle both store replenishment and direct customer deliveries. This setup has supported post-acquisition expansion since Super Retail Group's 2018 purchase, enhancing efficiency across sales channels, including opening 10 new stores and closing 4 in fiscal 2025. Macpac's distribution strategy emphasizes sales through its owned retail and online channels, ensuring control over and brand presentation. Wholesale activities are limited, primarily targeting corporate clients and select outdoor specialists via partnerships, such as with Brand Republic for premium corporate wear distribution in targeted sectors. This approach minimizes fragmentation while allowing selective B2B outreach. The brand's market focus remains strongest in , where it dominates the outdoor retail segment through dense store coverage and localized e-commerce. Beyond the region, Macpac reaches and primarily via its international online shipping and third-party partnerships, enabling exports without extensive physical infrastructure abroad.

Manufacturing and Supply Chain

Macpac conducts design and prototyping at its headquarters in , , where the team draws inspiration from the region's diverse outdoor environments to develop products tailored for rugged use. Manufacturing operations are outsourced to ethical factories in , primarily in , , and the , selected for their adherence to international standards such as Fairtrade certification for and the bluesign® system for sustainable textile production. These partnerships ensure compliance with rigorous social and environmental criteria, including the use of the for assessing factory performance in , emissions, and labor practices. The company's prioritizes of materials, with key inputs like Responsible Down Standard ()-certified down featuring QR codes for verification from farm to product, and non-mulesed sourced locally from farms to minimize transport emissions. Efforts to reduce the overall include favoring domestic suppliers for regionally available resources, such as , alongside broader certifications like Toitū carbonreduce for emissions measurement and management across and . Quality assurance is maintained through comprehensive testing in New Zealand facilities, covering mandatory Australian and standards for durability, safety, and performance, conducted either in-house or via accredited third parties prior to international shipment. This ensures products meet the demands of global markets. Macpac's infrastructure supports more than 600 employees across its operations and generates annual output sufficient to supply retail networks in , , and select international destinations.

Sustainability

Environmental Commitments

Macpac has integrated environmental commitments into its operations since the 1990s, beginning with its membership in EBEX21, a New Zealand-based initiative aimed at reducing organizational carbon footprints through emissions benchmarking and biodiversity enhancement. This early involvement laid the foundation for ongoing efforts to minimize planetary impact, including annual carbon footprint reporting that tracks emissions from business travel, freight, and operations in accordance with the GHG Protocol, with the latest inventory covering FY2024 (July 2023–June 2024). The company holds several key certifications that underscore its eco-friendly practices. It is Toitū carbonreduce certified under ISO 14064-1, verifying the measurement and management of operational . Macpac is also a signatory to the 2030 Microfibre Commitment through The Microfibre , pledging to achieve zero environmental impact from textile microfibre fragmentation by 2030 via testing, , and data sharing. Additionally, 100% of its down products are certified to the Responsible Down Standard (), ensuring throughout the from farm to final garment. In material choices, Macpac prioritizes sustainable options such as 100% recycled and derived from post-consumer bottles and pre-consumer , reducing landfill contributions and reliance on virgin resources. It incorporates , grown without GMOs or synthetic pesticides to lower environmental impact, and Fairtrade-certified to support equitable pricing for small-scale farmers. The company aims to eliminate virgin plastic use across its products, aligning with broader goals. To measure overall performance, Macpac participates in the Sustainable Apparel Coalition's , a suite of tools assessing environmental and social impacts in the apparel . As of 2025, Super Retail Group's Responsible Business Report highlights sustainability upgrades to product ranges including the down and Geothermal baselayer. Key initiatives include in-house repair services available at stores and facilities in and , which extend product lifespan and divert gear from landfills—services that have been offered since the company's early days to promote durability. In , additional efforts include partnerships for shoe recycling through ASGA’s Tread Lightly initiative (over 14,000 pairs recycled since 2023) and with Upparel since 2020. These practices collectively reflect Macpac's focus on reducing emissions and waste while fostering long-term ecological responsibility.

Community and Social Initiatives

Macpac's Fund for Good program, launched to foster community support, donates $0.20 for every in-store bag refusal by customers, alongside contributions from sales of designated Fund for Good products. This initiative funds non-profit organizations focused on social projects, such as through adventure-based learning and therapy programs, including grants to ACT for and Proud 2 Play for inclusive sports access. Examples of impacts include $25,000 cash grants to community groups like the Reserve for youth outdoor initiatives and gear donations to programs like Girls on Ice, which promote and for young participants. The company engages with New Zealand adventurers through its ambassador program, featuring individuals like Caro Ryan, an athlete and storyteller who endorses Macpac gear during rugged explorations, and the Gerlach family, who share family-oriented outdoor adventures to inspire community participation. These participate in events that promote outdoor inclusivity and in real-world scenarios. Key partnerships include a multi-year collaboration with the Paralympic Team, providing technical apparel to support athletes and emphasizing resilience in community events, as well as outfitting participants in the GODZONE adventure race to highlight in remote terrains. In terms of , Macpac integrates Fairtrade practices into its , sourcing for all t-shirts since winter 2020 to ensure fair pricing for small-scale farmers and a premium for community improvements, thereby upholding worker rights and local empowerment. The company fosters in employment by maintaining a that celebrates , allowing employees to bring their whole selves to roles across and , which aligns with broader efforts to reflect the inclusivity of outdoor activities. Recent social efforts include textile recycling partnerships, such as the collaboration with ImpacTex in , where customers can return used Macpac products for recycling efforts (trial currently on hold as of 2025), diverting waste from landfills and supporting initiatives for community benefit. In , Macpac works with the 2nd Life Project to repurpose unusable gear and re-home items to those in need, extending product lifecycles to aid social welfare programs.

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