The Australian company behind Country Road, Witchery and Politix, Trenery and Mimco has just begun listing third-party brands across its websites.
Launching today, November 13, the Country Road and Witchery website will begin listing curated external brand partner ranges, including the likes of Scandinavian design house Marimekko, Australian skincare brand Jurlique and watches and accessories from Daniel Wellington.
Trenery, Mimco and Politix will follow suit and sell external brands in 2026. External ranges will cover both fashion and lifestyle products.
“This is a strategic move to better serve our customers who trust us and turn to our brands for quality, style and inspiration,” Country Road Group CEO Steven Cook said.
“Our brands remain at the heart of everything we do. The curated marketplace is designed to put them front and centre, expanding their reach, deepening customer connection and offering more ways for people to engage with the quality and style they know and trust.
“We’re expanding choice while maintaining the high standards our customers expect.”
The group noted it is taking a selective approach when adding on brand partners, in a bid to complement its existing brand portfolio. Currently, the brands are listed among own-branded ranges, with Marimekko rugs found in the rugs section alongside Brink & Campman rugs.
Customer orders will be confirmed at purchase and shipped directly to them by the seller. All purchases are eligible for the respective brand’s loyalty program and rewards. The platform is being run in partnership with Mirakl.
"Our customers have been telling us for some time that they want a more expansive lifestyle offering,” Country Road managing director Helen Wright said. “We’re often asked if we sell the different furniture and design elements in our stores – from the tables we display our Country Road products on, to the decorative rugs we showcase in certain locations.
“We’re partnering with brands that align with our aesthetic and values, offering products that complement our ranges and reflect the quality and design principles Country Road is known for.”
Witchery general manager Lucy Nutter confirmed this move will expand Witchery into categories like fragrance, candles and sunglasses. “This is about offering our customer a complete capsule wardrobe to suit her always on lifestyle,” Nutter said.
The curated marketplace offering is part of Country Road Group’s broader strategic reset under its new leadership team, led by Cook who was appointed to the top role in June this year following similar leading roles at the likes of Debenhams in the United Kingdom and Calvin Klein.
This comes as Country Road Group sales swung to green in early FY26, lifting 3.3 per cent in the 19 weeks to November 9.