Stax offers credits to customers as it relaunches its online store
Stax is relaunching its online store with a credit program for about 13,000 customers whose orders went unfulfilled after the company collapsed in late June. Chief executive Anna Cheng said Stax was not legally required to provide credits but considered them necessary to address customer trust.
AI-assisted synthesis · Based on 2 independent reports from 3 outlets · Article text read from 1 of 2 reportsHow it's made
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Key facts
- Stax is relaunching its online store and offering credits to customers with past unfulfilled orders (per The Sydney Morning Herald, ragtrader.com.au, The Age).
- Stax is offering credit to about 13,000 customers whose orders were unfulfilled after the company collapsed in late June (per The Sydney Morning Herald).
- Chief executive Anna Cheng said Stax was not legally obliged to offer the credit and that addressing customer trust was important before the relaunch (per The Sydney Morning Herald).
- Stax’s new collection is called “Girls Gone Wild,” and the relaunch includes a new logo with a wider, bolder typeface (per The Sydney Morning Herald).
- Stax was founded in 2015 by Don and Matilda Robertson (per The Sydney Morning Herald).
- Stax reached a valuation of $52 million by 2022 and expanded into physical stores before the company collapsed (per The Sydney Morning Herald).
- Under new management, Stax has a team of 10, including returning head of product Georgia Bachmann and lead designer Jaclyn Benson (per The Sydney Morning Herald).
The brief
Stax is relaunching its online store with a credit program for about 13,000 customers whose orders were unfulfilled after the company collapsed in late June. The Sydney Morning Herald reports that the activewear label is reopening under new management with a new collection, while offering credits to customers affected by the unfulfilled orders.
Chief executive Anna Cheng said the company was not legally required to provide the credits. She said Stax considered it important to address the loss of customer trust before relaunching. The program is therefore part of the company’s effort to return to trading, alongside the renewed store and collection.
The store relaunched at 9am on Tuesday, according to The Sydney Morning Herald. Its new collection includes “Girls Gone Wild,” and the brand has introduced a logo with a wider, bolder typeface. The Nandex line is also returning. The paper’s account describes it as a best-selling range. Stax was founded in 2015 by Don and Matilda Robertson.
The label reached a valuation of $52 million by 2022 and expanded into physical stores, before the business collapsed in late June. The Sydney Morning Herald says the company faced higher rent costs, tougher competition and reduced consumer spending. The report does not specify how much credit each customer will receive or the terms for using it.
The relaunched business has a team of 10 under new management. Head of product Georgia Bachmann and lead designer Jaclyn Benson have returned, the newspaper reports. The company’s approach combines a changed leadership structure with the credit offer, the online store reopening and a fresh collection.
The credit program addresses orders customers had paid for but did not receive, while the relaunch introduces the new collection and brand identity. Cheng framed the offer as a matter of rebuilding trust, rather than a legal obligation. The Sydney Morning Herald’s account does not give details about how customers can claim or use the credits.
Why it matters
- About 13,000 Stax customers bear the direct cost of unfulfilled orders; the company’s credit program is the stated mechanism for addressing those orders.
- Chief executive Anna Cheng linked the credit offer to repairing customer trust, making the program a central part of Stax’s return to online sales.
- Stax’s relaunch also restores its Nandex line and introduces the “Girls Gone Wild” collection and a redesigned logo.
What to watch next
- Whether Stax provides further details on how customers can claim or use the credits.
- Whether the relaunched online store continues to offer the new “Girls Gone Wild” collection and the returning Nandex line.
- How Stax’s 10-person team, including returning product and design leads Georgia Bachmann and Jaclyn Benson, manages the relaunch.
How it's being covered
Coverage analysisShow details3 source articles · 3 unique outlets · 2 distinct reportsOutlet political mix: Too few rated· 2 Center · 1 unratedWhere the outlets are based: Asia 100%
- Coverage is currently concentrated among outlets based in Asia (3 of 3 geographically-identified sources).
How outlets' accounts compare
Timeline
Developments from this story's sources, dated background we compiled and fact-checked, and our earlier coverage. Each row says which.- Don and Matilda Robertson founded Stax in 2015.Background · from our historical context
- By 2022, the Australian brand had reached a reported valuation of $52 million.Background · from our historical context
- Stax’s immediate backdrop was its collapse in late June 2026, which left orders unfulfilled for about 13,000 customers, according to The Sydney Morning Herald.Background · from our historical context
How we got here
Stax’s immediate backdrop was its collapse in late June 2026, which left orders unfulfilled for about 13,000 customers, according to The Sydney Morning Herald. Don and Matilda Robertson founded Stax in 2015. By 2022, the Australian brand had reached a reported valuation of $52 million.
Stax’s earlier history began with the Robertsons’ 2015 launch; the 2022 valuation marked a later point in the company’s expansion. Under new management, the business assembled a 10-person team that included returning head of product Georgia Bachmann and lead designer Jaclyn Benson, as reported by The Sydney Morning Herald.
Original sources
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