Ringers Western has officially solidified its status as an Australian powerhouse by taking home the Retail, Wholesale, and Distribution Award at the 2025 Gold Coast Business Excellence Awards. This recognition marks a significant milestone for a brand that, only 13 years ago, was just a rough sketch on the back of a Weet-Bix box.
Founded in 2012 around an outback campfire, Ringers Western was born from a simple necessity: the need for high-quality, durable clothing that could withstand the harsh realities of station life. What began as a family mission to fix “ripped work clothes” has transformed into a national phenomenon. Today, the Gold Coast based company employs over 200 staff, generates over $50 million in annual sales and still maintains its deep-rooted connection as owners James Salerno (CEO) and family still lead the country lifestyle while running the brand, breaking in horses and maintaining cattle on Gold Coast based rural properties.
The judges highlighted the brand’s exceptional ability to balance authentic bush heritage with modern retail strategy. By staying true to their “stickin’ together” ethos while scaling their e-commerce and wholesale operations, Ringers Western has successfully bridged the gap between the cattle yards and the “big smoke.” Their recent collaboration with iconic brands like Bundaberg Rum and their sponsorship of the Women of the Year Gala further demonstrate their reach beyond traditional western wear.
This award isn’t just a trophy for the shelf; it’s a testament to the brand’s resilience. As CEO James Salerno often notes, the journey involved selling horses to pay for stock and learning the ropes of e-commerce from a Gold Coast garage. This win validates their transition from a niche outback outfitter to a titan of Australian retail.