Who-Rae is uniquely positioned on the cutting edge of the automotive aftermarket accessories business. As industry leaders in innovation, supply chain management and distribution, we are uniquely positioned to provide excellent quality and value to our retail partners and customers.
WHAT WE DO
We use industry-leading data resources such as NPD and insights from the Autocare association to support our innovation and marketing strategies.
An expanded global reach with offices in Asia keeps us close to manufacturing partners and allows us to quickly address the needs of our customers.
Building on a long-standing expertise in product development, the Who-Rae team has proven success in creating products with on-trend design. We strive to be the best in class for product and package design, understanding that these shape the consumer’s experience.
SUPPLY CHAIN EXCELLENCE
As a category leader in automotive aftermarket accessories, our scale benefits our customers. Our supply base allows us to maintain strong sourcing relationships that ensure the best quality and value, and allow us to respond to new opportunities quickly and efficiently.
Who-Rae is recognized as a category leader. We strive to build long-term customer collaborations, creating profitable programs that exceed business goals. We have success developing both retailer-owned and Who-Rae branded products that drive category growth.
Who-Rae is an exciting consumer products company that partners with the world’s best retailers in their quest for excellence. Who-Rae was founded in 2002, in Melbourne Australia, and today has corporate structures throughout the world.
Boasting a team of category specialists, along with world class designers both in licensed and non-licensed merchandise, Who-Rae has a commitment to the growth and development of its people. Who in turn are passionate about product innovation and customer satisfaction.
We serve a variety of automotive accessories retailers in the automotive specialty, mass, clubs, pharmacy, DIY, discount, hardware, and online categories in both our own brand as well as private label packaging.