3rd May, 2017

Looking back: Cotton On Body celebrates 10 years

10 years on: Cotton On Body celebrates a decade

It’s been a memorable 10 years since the Cotton On Group launched Cotton On Body as a pop-up shop in Sydney, Australia. Today, with over 354 stores and 1,700 team members globally, the brand is taking a look back at their achievements over the past decade.

Since its beginnings in 2007, Cotton On Body has become a major player in the lifestyle category – launching after a successful trial of underwear in Cotton On stores and in true Cotton On Group fashion, a casual chat between leaders during a trip to the snow. First opening its doors as a pop-up in Sydney’s Pitt Street Mall, selling women’s lingerie, dressing gowns, ‘hoodies’ and boxer shorts, the brand sold an impressive one million pairs of underwear within just a year of opening.

During this first 12 months of business, Cotton On Body also launched their active and swimwear ranges after realising their customers were asking for more than just intimates and sleepwear. In particular, the bold move to back the active-wear or ‘ath fash’ trend in its infancy paid off; the category now comprises 45% of the business.

Fast forward to 2012 and one million pairs of underwear had turned into over 18 million; 7.5 million bras had walked out the door; 100 people had joined the global team and the brand was celebrating the launch of their ecommerce website, cottononbody.com.au.

But 2016 marked the most significant year of business to date, not least because the team grew to 1,500 people globally. Alongside opening a brand new HQ building at the Cotton On Group’s North Geelong hub, the team cut the ribbon to the biggest standalone Cotton On Body store in the world, fittingly situated where it all began in Geelong.

Throughout its history, Cotton On Body has stayed true to its vision to empower women to lead a healthy and fun lifestyle, and the brand continues to focus on listening to their customers and offering products that complement the lives they lead. Cotton On Body General Manager, Bryce Telley is proud of what the brand has achieved to date and excited for what’s on the horizon.

“Body will continue to be brave; we’ll continue to listen to our girl and respond to what she needs – whether that’s new categories, distribution channels or store experience. Ecommerce has been a huge growth driver for us over the past two years and we’re excited by the opportunities to genuinely engage with our customers online, as well as integrate digital to offer the most interesting and engaging store experience possible.”

According to Bryce, the past 10 years of business would not have been possible without the passionate teams in store, who the brand affectionately refers to as ‘Besties’.

“2017 marks a huge milestone for our brand. From our first store in Pitt Street, Sydney to over 354 Cotton On Body doors globally – turning 10 wouldn’t be possible without our world-class Besties. I would like to take this opportunity to thank them all for living and breathing our values and making Body the brand it is today.”


To celebrate the past decade and thank Cotton On Body team members new and old, last week the team gathered over lunch to hear a panel of Group executives including founder Nigel Austin reflect on the brand’s beginnings as well as the plans for the future. The brand is also taking dance crew, The Fitness Marshall on a world tour and giving customers the chance to be in his next YouTube dance video. Learn more about this latest campaign here.

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