Universal Store

Universal Store is an Australian fashion retail business operated by Universal Store Holdings Limited. The company began in 1999, when brothers Greg and Michael Josephson opened the first Universal Store location in Carindale, a suburb of Brisbane. The business developed around youth-oriented casual fashion, combining branded apparel, footwear and accessories with privately developed labels and a store environment aimed primarily at consumers aged between 15 and 34. The Universal Store retail concept carries a mix of international and Australian fashion and lifestyle brands. Brands identified in reference material include Herschel, Wrangler, Converse, Abrand and Kiss Chacey. Alongside these third-party labels, the group sells private-label products under names including Perfect Stranger, Luck & Trouble, Common Need and Token. This combination gives the retailer both a multi-brand department-style assortment and opportunities to develop proprietary products and brand identities. The ownership structure changed significantly in 2018, when a consortium of three private-equity investors acquired the business in a transaction reported at approximately A$100 million. Universal Store subsequently became a publicly traded company, listing on the Australian Securities Exchange on 17 November 2020. The public listing marked a transition from a privately held retail chain to an ASX-listed fashion group. Universal Store has expanded beyond its original retail banner through both internal brand development and acquisition. Perfect Stranger, a womenswear label founded in 2014, opened its first physical store in 2020. In September 2022, Universal Store acquired Cheap Thrills Cycles, the company behind the Thrills brand, for A$50 million. Thrills originated in Byron Bay and developed from a vintage motorcycle import business into a fashion label after the popularity of its first T-shirt collection. Its product identity emphasizes vintage-inspired apparel, sustainable fabrics and more responsible production practices. The group therefore operates as a portfolio of youth and contemporary fashion concepts rather than as a single-format retailer. Universal Store remains the principal multi-brand banner, while Perfect Stranger focuses on womenswear and Thrills provides a distinct lifestyle label with roots in surf, motorcycle and vintage culture. According to the cited reference material, as of 31 December 2025 the group had 87 Universal stores, 22 Perfect Stranger stores and nine Thrills stores across Australia. The business also has international exposure through Thrills: the label opened a store in Tokyo in 2020 and became available through United States stockists in 2021. Universal Store’s current positioning combines accessible contemporary fashion, youth culture, branded merchandise and a growing portfolio of owned or controlled labels.

Universal Store was established in 1999 by brothers Greg and Michael Josephson. The founders opened the first store in Carindale, Brisbane, creating a retail concept focused on contemporary casual clothing and related products for younger consumers. The business subsequently expanded its physical store network and developed a multi-brand model that combined external fashion labels with proprietary ranges. The retailer’s core customer proposition has centered on consumers aged approximately 15 to 34. Its assortment has included clothing, footwear and accessories from brands such as Herschel, Wrangler, Converse, Abrand and Kiss Chacey. The business has also used private-label brands, including Perfect Stranger, Luck & Trouble, Common Need and Token, allowing it to operate both as a distributor of recognized brands and as a developer of its own merchandise. A major ownership transition occurred in 2018, when three private-equity investors acquired the company. The transaction was reported at approximately A$100 million. After the private-equity period, Universal Store Holdings Limited pursued a public-market structure and listed on the Australian Securities Exchange on 17 November 2020. The company broadened its brand portfolio through the development of Perfect Stranger and the acquisition of Thrills. Perfect Stranger was founded as a womenswear brand in 2014 and opened its first retail store in 2020. Thrills was founded in 2011 by Brooke McGregor, Tabitha McGregor and Ryan Collins. The label initially operated as a vintage motorcycle import business, but the popularity of its first T-shirt range led the founders to move toward fashion. Thrills opened its first retail store in Byron Bay in 2014 and later developed an international presence. It opened a Tokyo store in 2020 and became available through United States stockists in 2021. In September 2022, Universal Store acquired Cheap Thrills Cycles, the business behind Thrills, for A$50 million. The acquisition added a lifestyle label with vintage-inspired design, sustainability-oriented materials and production themes to Universal Store Holdings’ existing retail portfolio. By 31 December 2025, the cited reference material recorded 87 Universal Store locations, 22 Perfect Stranger locations and nine Thrills locations in Australia. The group’s evolution has therefore taken it from a single Brisbane-founded youth retailer to a multi-banner fashion company with a national store network, proprietary labels and an acquired brand with overseas distribution. Its principal business remains fashion retail, while its portfolio structure enables different concepts to address multi-brand youth fashion, womenswear and lifestyle apparel segments.

• 2025

  Portfolio store count reaches 118 locations

  [1]Universal Storeen.wikipedia.org

  As of 31 December, the cited reference records 87 Universal stores, 22 Perfect Stranger stores and nine Thrills stores across Australia.

• 2022

  Universal Store acquires Thrills

  [1]Universal Storeen.wikipedia.org

  Universal Store acquires Cheap Thrills Cycles, the company behind Thrills, for A$50 million in September.

• 2021

  Thrills reaches United States stockists

  [1]Universal Storeen.wikipedia.org

  Thrills products become available through stockists in the United States.

• 2020

  ASX listing and Thrills expansion to Japan

  [1]Universal Storeen.wikipedia.org

  Universal Store Holdings lists on the Australian Securities Exchange on 17 November, while Thrills opens a store in Tokyo.

• 2020

  Perfect Stranger opens its first store

  [1]Universal Storeen.wikipedia.org

  The Perfect Stranger womenswear label moves into physical retail with its first store.

• 2018

  Private-equity acquisition

  [1]Universal Storeen.wikipedia.org

  A consortium of three private-equity investors purchases Universal Store for a reported amount of approximately A$100 million.

• 2014

  Perfect Stranger and the first Thrills store

  [1]Universal Storeen.wikipedia.org

  Perfect Stranger is founded as a womenswear label, while Thrills opens its first retail store in Byron Bay.

• 2011

  Thrills is established

  [1]Universal Storeen.wikipedia.org

  Brooke McGregor, Tabitha McGregor and Ryan Collins establish Thrills, initially in connection with vintage motorcycle importing.

• 1999

  Universal Store is founded in Brisbane

  [1]Universal Storeen.wikipedia.org

  Brothers Greg and Michael Josephson establish Universal Store and open the first location in Carindale, Brisbane.

A youth-focused Australian fashion retailer and brand group combining multi-brand stores, private labels and acquired lifestyle brands for contemporary casual and street-influenced consumers.

• Multi-brand youth fashion retail · 1999

  Universal Store

  Universal Store is the group’s principal retail banner. It targets consumers aged approximately 15 to 34 and offers clothing, footwear and accessories from a mixture of external brands and proprietary labels. Referenced third-party brands include Herschel, Wrangler, Converse, Abrand and Kiss Chacey. Its private-label portfolio includes Perfect Stranger, Luck & Trouble, Common Need and Token. The banner operates as a contemporary casual and youth-fashion retailer rather than as a single-label apparel brand.

• Womenswear · 2014

  Perfect Stranger

  Perfect Stranger is a womenswear brand founded in 2014 and subsequently developed within the Universal Store group. Its first retail store opened in 2020. The brand forms a more focused womenswear component of the group’s portfolio, complementing Universal Store’s broader multi-brand assortment. As of 31 December 2025, the cited reference records 22 Perfect Stranger stores in Australia.

• Lifestyle apparel · 2011

  Thrills

  Thrills is a Byron Bay-origin lifestyle and apparel brand founded in 2011 by Brooke McGregor, Tabitha McGregor and Ryan Collins. It began as a vintage motorcycle import business before moving toward fashion after the success of its first T-shirt collection. The label is associated with vintage-inspired apparel and an emphasis on sustainable fabrics and production. It opened its first store in Byron Bay in 2014, expanded to Tokyo in 2020 and reached United States stockists in 2021. Universal Store acquired the underlying business in 2022.

• Private-label apparel

  Luck & Trouble

  Luck & Trouble is one of the private-label brands identified as part of Universal Store’s owned-brand assortment. The available reference material does not provide further detail on its product range or standalone retail footprint.

• Private-label apparel

  Common Need

  Common Need is one of the private-label brands identified within Universal Store’s product portfolio. The available reference material does not specify its launch date, detailed assortment or separate store network.

• Private-label apparel

  Token

  Token is an owned-label name identified in Universal Store’s private-label assortment. No additional product or historical details are provided in the available reference material.

• 2022

  Acquisition of ThrillsM&A

  Background

  Universal Store sought to broaden its portfolio beyond the core Universal Store and Perfect Stranger banners.

  Action taken

  In September 2022, Universal Store acquired Cheap Thrills Cycles, the company behind the Thrills brand, for A$50 million.

  Aftermath

  Thrills became part of Universal Store Holdings’ brand portfolio while retaining its distinct vintage-inspired and sustainability-oriented lifestyle positioning.

  Acquisition price. A$50 million (September 2022)

  Source

• 2020

  Public-market listingStrategy

  Background

  Following its 2018 private-equity acquisition, Universal Store Holdings moved to a publicly listed ownership structure.

  Action taken

  The company listed on the Australian Securities Exchange on 17 November 2020.

  Aftermath

  The listing established Universal Store Holdings as an ASX-traded fashion retail group. The available reference does not provide further performance details.

  Source

1. 1Universal Storeen.wikipedia.org