Stax Co-Founder Apologises to Customers after Brand Rescue by Pushas Founders
Synopsis
Former Stax Co-Founder Don Robertson has spoken publicly after losing control of the activewear brand, apologising to customers affected by unfulfilled orders while expressing hope for its future under new investor-led ownership.
Australian activewear brand Stax has entered a new chapter after being rescued by a private investor group, with former co-founder Don Robertson publicly addressing the emotional loss of the business and apologising to customers affected by its collapse.
The statement came a day after the company was acquired by an investor group led by Pushas co-founders Sandy Li-Truong and Justin Truong, following Stax's appointment of receivers in June.
Stax Founders Reflect on Losing the Business
In an emotional Instagram post, Robertson described losing the company he built alongside his wife, Matilda Murray in 2015 as one of the most difficult experiences of their lives. "We are still processing the shock and grief of losing something that meant so much to us for over 10 years," Robertson wrote.
Acknowledging his responsibility as the company's founder and leader, he admitted that while some business decisions proved successful, others ultimately did not.
Apology to Customers Awaiting Orders
Robertson also apologised to customers whose pre-sale orders remained unfulfilled following the company's collapse. Financial records show Stax owed more than $1.7 million in outstanding customer orders involving nearly 13,000 customers before entering receivership.
He said the company would never have knowingly accepted orders if it believed it would be unable to fulfil them. At the same time, he acknowledged that customers' disappointment could not be undone by those intentions.
According to Robertson, responsibility for order fulfilment shifted to the receivers once they took control of the company. Customers affected by outstanding orders have since been encouraged to register their details with the brand's new owners.
New Owners Plan Stax Comeback
The investor group led by Li-Truong and Justin Truong acquired the Stax trademarks, design intellectual property, NANDEX™ fabric technology and digital assets from FTI Consulting for an undisclosed amount.
The acquisition will operate independently from Pushas despite being led by its founders. The new owners have already teased the brand's return on Instagram, indicating Stax is expected to relaunch by spring 2026.
Li-Truong said Stax remains one of Australia's most recognised activewear brands with a loyal customer base and significant long-term potential. She also praised Robertson and Murray for building a fashion-focused brand centred on inclusivity.
Justin Truong echoed those sentiments, saying the new ownership has enormous respect for the original founders and the community they created.
New Owners Clarify Responsibility for Outstanding Orders
While expressing support for affected customers, Truong clarified that legal responsibility for unfulfilled orders did not transfer to the new ownership as part of the acquisition. However, he said the team intends to explore ways to assist customers after the brand relaunch.
For Robertson, the experience has become a lasting lesson. "While it is incredibly painful to say goodbye, we genuinely wish the new owners and the brand every success in this next chapter," he said.
Source: Nine (nine.com.au)
At Inspirepreneurs Magazine, covering entrepreneurship, business failures, and the human stories behind the world's most ambitious founders. She writes at the intersection of strategy and storytelling.
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