05/06/2026
Avenel: The Next Chapter
In early March this year, Avenel Hats entered voluntary administration, ending 60 years of the brand having proudly served Australia’s retail community. For those of us who lived and breathed this brand, and for the many long‑standing friendships built along the way, the news came as a shock.
That shock was felt nowhere more deeply than by another proudly Australian‑owned company, with more than 100 years and four generations of history of its own - Thomas Cook Boot & Clothing Co.
Understanding the importance of preserving Australian heritage, Thomas Cook Boot & Clothing Co. have acquired the Avenel brand to ensure its story is far from over.
We are honoured to have joined the Thomas Cook family to lead the brand once again. We will be working tirelessly to curate a core collection that keeps this iconic name where it belongs — on shelves across Australia for many more decades to come.
You will see familiar faces and popular products. We are here to stay, and we couldn’t be more excited about what lies ahead.
We are fortunate that the Avenel brand now has the full support of such a heritage Australian company behind it, and our first priority is to get stock into our warehouse.
We look forward to reaching out shortly to pick up right where we left off.
Sincerely,
Avenel Hats
