Our Story

The Mitchell brothers came to Australia after building a successful empire as diamond miners in South Africa. In 1909, the first Mitchell's store opened in Russell Street, Melbourne (Victoria, Australia). Little did the Mitchell brothers know this store was to become an iconic landmark in the Melbourne CBD.

Now, having traded for more than 100 years, Mitchell's has built a business frame around providing good old-fashioned customer service and fantastic value for money products whilst staying true to its heritage. The pillars of personalised service, expert advised, an extensive product range and outstanding value have always remained and Mitchell's and will be maintained for years to come.

Mitchell's success has been built with a balance of new and innovative products with products that have stood the test of time. With stores distributed over Australia and a structure continuing to grow, Mitchell's future is constantly expanding and the brand continues to deliver on all strengths.

Mitchells is still family owned and operated, now under the control of the 5th generation. With the ability to supply both retail and wholesale needs anywhere in Australia and overseas, Mitchells will have you geared for adventure.