‘Major milestone’ for iconic Australian brand rescued from administration

There’s a glimmer of good news for shoe lovers and fashion-conscious Australians.

A beloved brand that’s long been part of our wardrobes has narrowly avoided vanishing from our high streets.

And now, it looks like this classic name will continue walking with us for years to come.

The heritage brand Wittner, a staple in Australia since 1912, has found new footing after entering administration in mid-April.

Facing rising costs and difficult trading conditions, many feared the worst. But in a turn of events, it’s now secured a future through a new partnership.

Deloitte administrators David Orr, Sal Algeri and Daniel Demir confirmed on Friday morning that Wittner’s legacy will continue.

The Shoe Group, an established Australian fashion company, has entered a period of exclusivity to acquire a majority stake in the brand.

That means the shoes you’ve loved for decades will still be available—along with some possible new additions.

‘This is a major milestone for a more than 100-year-old heritage brand, achieved under an accelerated timeline and in the context of a challenging retail environment,’ said Daniel Demir.

He also credited the Wittner team for maintaining operations during the process, keeping stores open and stock available throughout.

Wittner is saved from collapse as a new buyer steps in to take over the iconic brand. Image Source: Image Source: Wittner Shoes / Facebook

The Shoe Group’s chairman, Ian Unwin, shared his optimism: ‘It is a brand with a proud legacy and strong customer following, and we look forward to supporting its continued success.’

For employees, creditors, landlords and retail partners, the announcement offers much-needed stability and a reason to be hopeful.

A century of style and innovation

Wittner’s journey is uniquely Australian. It began as the country’s first mail-order shoe business and quickly became known for quality, craftsmanship and comfort.

Over the decades, it has withstood world wars, economic downturns and ever-shifting fashion trends.

Today, Wittner operates over 20 stores across Australia and New Zealand, along with 25 concession outlets in department stores including Myer and David Jones.

For many Australians, Wittner shoes have accompanied them through life’s milestones—job interviews, weddings, everyday moments.

Its longstanding commitment to design and durability has helped it stand the test of time.

The broader retail picture

Wittner’s close call serves as a reflection of wider struggles in the Australian retail sector.

Even legacy brands have been tested by mounting rent, wage pressures and global supply chain disruptions.

Yet this is also a story of resilience—of businesses adapting and evolving to survive.

The acquisition is part of a growing trend towards retail consolidation, allowing brands to pool expertise and navigate uncertainty more effectively.

Rising costs and retail pressures revealed as key factors behind the brand’s financial troubles. Image Source: Wittner Shoes / Facebook

For consumers, this could mean better service, broader selections and the continued presence of trusted names.

Your turn: Have you walked a mile in Wittner’s shoes?

As Wittner enters a new chapter under The Shoe Group, many will be watching closely to see how the brand navigates the evolving retail landscape. 

With a legacy spanning over a century, its continued presence on high streets and in department stores is a reminder of how heritage businesses can adapt in the face of modern challenges.

What are your thoughts on the sale of Wittner? Do you believe the brand will thrive under new ownership, or are there still hurdles ahead? Have you shopped at Wittner in recent years, and if so, what has your experience been like? We’d love to hear your take—feel free to share your views in the comments below.

Also read: Australian retail icon falls after a century of success

Abegail Abrugar
Abegail Abrugar
Abby is a dedicated writer with a passion for coaching, personal development, and empowering individuals to reach their full potential. With a strong background in leadership, she provides practical insights designed to inspire growth and positive change in others.

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