Who is True Alliance?

Established in 1982 with the launch of Reebok, True Alliance is now one of the largest retailers, distributors and licensees of premium accessories, fashion, sports and outdoor brands in the Australian and New Zealand markets.

Headquartered in Sydney Australia, True Alliance has offices and showrooms in all other major cities in the region – including Melbourne, Brisbane and Auckland.

So, who are your brands?

True Alliance are the custodians of world-class brands such as Speedo, The North Face, Lacoste, Lee, Wrangler,  Riders, UGG, Ben Sherman, Nautica, Teva, Rockport, Kipling and more!

We have a mission!

At the core of our business we have three pillars that drive our mission, vision and values.

Our Brands

Equity & Growth

Our Customers

Surprise & Delight

Our People

Inspire & Empower

With these three pillars as a foundation, our overarching mission is “to add value as the custodians of leading global brands. We are a True Alliance of People, Customers & our Brands”.


This mission is underpinned by a clear set of values which we have chosen to capture in the following sentence: We strive for the best in all we do by encouraging autonomy with accountability & embracing diversity, fun and family. Through collaboration and innovation, we deliver growth with integrity.