{"id":934545,"date":"2026-10-20T04:54:19","date_gmt":"2026-10-20T04:54:19","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/934545\/"},"modified":"2026-10-20T04:54:19","modified_gmt":"2026-10-20T04:54:19","slug":"stax-new-owners-of-rescued-activewear-brand-announce-relaunch-confirm-plans-for-customers-left-without-orders","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/934545\/","title":{"rendered":"Stax: New owners of rescued activewear brand announce relaunch, confirm plans for customers left without orders"},"content":{"rendered":"

The new owners of rescued activewear brand Stax<\/a> will relaunch the company with a fresh collection and credit thousands of customers still waiting on $1.7 million in unfulfilled orders.<\/p>\n

Stax<\/a> \u2013 which fell into liquidation in July<\/a> before it was saved from collapse at the 11th hour by investors Justin Truong and Sandy Li-Truong \u2013 has appointed a new chief executive and will make a grand return with an online store early next month.<\/p>\n

\"\"<\/p>\n

Stax new CEO Anna Cheng (right) pictured with the brand\u2019s creative director Georgia Bachmann.\u00a0STAX<\/p>\n

The relaunch will honour outstanding credit for the 13,000 customers who never received orders after the Stax appointed receivers in June.<\/p>\n

New chief executive Anna Cheng, a former marketing director, said her priority is earning back the loyalty of customers who were left behind when Stax collapsed.<\/p>\n

\u201cWe\u2019re focused on the principles that never go out of fashion: reliable delivery, high-quality product and empathetic customer support, and on building with community at the centre, not just volume,\u201d Cheng said. <\/p>\n

\u201cFor us, that means giving our customers something to be part of, not just something to buy. <\/p>\n

\u201cOur first job is proving that to our loyal Aussie customers: Stax is back, the product is better than ever and we\u2019re operating the right way.\u201d<\/p>\n

Stax\u2019s new management confirmed it would offer a one-for-one credit program for customers with unfulfilled orders.<\/p>\n

Impacted customers will be able to use the credit balance after the new site launches next month, with balances expiring on June 30, 2027.<\/p>\n

The new owners are not legally responsible for the thousands of unfulfilled orders.<\/p>\n

However, Cheng said Stax would honour the orders as a \u201cgesture of goodwill to the community\u201d.<\/p>\n

The new Stax team also comprises former head of product Georgia Bachmann, who will return to the brand as creative director, and lead designer\u00a0Jaclyn Benson.\u00a0<\/p>\n

\"\"<\/p>\n

The new owners will launch a fresh collection as the brand relaunches in November.\u00a0Stax<\/p>\n

Stax will relaunch its first collection under the new management on November 5.<\/p>\n

The collection, named Girls Gone Wild, will take inspiration from previous Stax products, including the brand\u2019s patented fabric design.<\/p>\n

After it collapsed into receivership, Stax paused orders and closed its two stores on Sydney\u2019s Pitt Street and Liverpool Westfield.<\/p>\n

Cheng said Stax will remain as an online-only store \u201cfor now\u201d, but teased the possibility of reopening bricks-and-mortar stores down the road.<\/p>\n

\u201cPhysical stores are not off the cards but we\u2019ll only return when the timing is right,\u201d she told nine.com.au.<\/p>\n

\u201cThe ambition to scale comes after we\u2019ve earned that trust.\u201d<\/p>\n

\"The<\/p>\n

Stax owed over $1.7 million in outstanding orders before its collapse.\u00a0Nicole Douglas<\/p>\n

Luxury brand\u2019s grim financial records revealed<\/p>\n

Stax owed over $1.7 million in outstanding orders to almost 13,000 customers, financial records show.<\/p>\n

The brand also owed more than $453,000 to staff before its collapse, including $63,556 in superannuation, $89,209 in annual leave and $128,683 in redundancy payments.<\/p>\n

Another $6.2 million is owed to creditors, including with $500,000 owed to Google, $328,845 to Meta, and $1.9 million in unpaid fees to Ningbo Mingna Garments.<\/p>\n

The owners were facing a $22.8 million cash shortfall and hadn\u2019t turned a profit in four years before calling in the liquidators.<\/p>\n

The liquidators\u2019 report has revealed Stax was \u201cbalance sheet insolvent\u201d as early as June 2024, and lost more than $9 million in FY24.<\/p>\n","protected":false},"excerpt":{"rendered":"The new owners of rescued activewear brand Stax will relaunch the company with a fresh collection and credit…\n","protected":false},"author":2,"featured_media":934546,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[64,63,99],"class_list":["post-934545","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business","tag-au","tag-australia","tag-business"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/934545","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=934545"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/934545\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/934546"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=934545"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=934545"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=934545"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}