About Us

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

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CUSTOMER INSIGHTS

We use industry-leading data resources such as NPD and insights from the Autocare association to support our innovation and marketing strategies.

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GLOBAL PRESENCE

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.

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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.

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RETAIL PARTNERSHIPS

Who-Rae is recognised 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 AUSTRALIA IS A MARKET LEADER IN AUTOMOTIVE AFTERMARKET CAR ACCESSORIES

OUR STORY

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.

BROWSE THE LATEST CATEGORY-WIDE PRODUCT CATALOGUE.