Made in Fiji: KOOKAI’s Connection with its Family Origins

Written by Anna Hjelmstrom, Consultant,  KOOKAI

As one of the most prominent names in the Australian fashion industry, KOOKAI is known for producing high quality styles at accessible prices. One of the key factors in its success and longevity, is its vertically integrated supply chain that allows speed to market, as well as full transparency and control over quality, output and the working conditions of its close to 1,700 manufacturing employees.

Each KOOKAI garment starts its life cycle in the brand’s Melbourne office, where the in-house design, patternmaking and production teams sample and fit each design before proceeding to manufacturing in KOOKAI’s own factories in Fiji and Sri Lanka.

It was Fiji-born Co-Founder and Managing Director, Rob Cromb, who first made the decision that the brand needed to own and control its supply chain.

“When we launched the brand in Australia in 1992, we were buying our product direct from KOOKAI’s French collection and importing it. I quickly realised that the Australian customer wanted something a little different, and that we’d need to design and manufacture specifically for them if KOOKAI was going to resonate with the local market.”

Whilst most other retailers at the time were manufacturing out of China and Vietnam, Rob looked to his homeland of Fiji.

“I wasn’t satisfied with the quality coming out of some of the more popular manufacturing destinations, the treatment of their employees or their approach to ethics and sustainability. With Fiji being closer to our retail networks in Australia and New Zealand, and offering better working conditions and wages. It just made sense. I also saw it as an opportunity for the people of Fiji – to upskill their workforce, help to build a new industry and ultimately add to their prosperity.”

With no established garment manufacturing industry in Fiji at the time, Rob purchased one of the few existing factories in an industrial area of Suva – opening KOOKAI’s first manufacturing facility in 1998 with just under 60 employees.

Today, KOOKAI owns 2 factories in Fiji and has further extended its operations to Sri Lanka with the acquisition of 1 additional factory.

Close to 90% of KOOKAI’s global collection is produced in its own factories, with some speciality lines and categories produced by offshore third parties who undergo a stringent onboarding process. KOOKAI’s factories produce up to 38,000 garments per week, with up to 25 new styles delivered into KOOKAI stores across Australia, New Zealand and Europe on a weekly basis.

KOOKAI’s commitment to the integrity of its supply chain continues, with oversight over each stage of the supply and manufacturing process maintained by its Melbourne head office team as well as regular social compliance audits. The Fijian factories also hire up to 20% of unskilled workers per year, as part of its continued upskilling program.