Mining magnate Gina Rinehart is expanding her investment footprint into country apparel, with the purchase through her S. Kidman & Co  pastoral company of bush outfitters Driza-Bone.

The acquisition will see S. Kidman & Co expand the Driza-Bone product range and extend its presence globally, S. Kidman executive chair Gina Rinehart said in a statement.the company said in a statement.

Drizabone was merged with country apparel retailers RB Sellars in 2017, and put up for sale by its Australian owners, Propel Group, the following year.

Originating from the expression ‘dry as a bone,’ Driza-Bone, was originally known for its oilskin waterproof coats, but now produces a broader range of clothing and other items.

The company boasts a heritage dating back to the 1890s when British mariner Emilius Le Roy was en route to New Zealand. During the journey, he envisioned repurposing the ship’s sails into durable, full-length waterproof coats treated with linseed oil to ensure their non-flammability and resilience against the harsh Australian sunlight.

Today, Driza-Bone sells a range of coats, jackets and vests for men, women, children and pets, and other oilskin products, most of which have been made in Australia for 120 years.

Mrs S. Kidman executive chair Gina Rinehart said Driza-Bone had been intertwined with pivotal moments in Australian history.

From sheltering soldiers at Gallipoli during World War One, to being worn by our Olympians for the Sydney Olympics, Driza-Bone has been an emblem of Australian quality and resilience,” she said.

“We are honoured to carry forward Driza-Bone’s pioneering legacy while supporting its growth. Our family’s and company’s long association with the outback seems to be a natural fit,” Mrs Rinehart said.

Kidman & Co chief executive Adam Giles said the company’s investment had ensured Driza-Bone remains in Australian hands and sees two iconic Australian brands unite.

“We will bolster Driza-Bone’s expansion strategies, enabling the brand to venture into new international markets while staying true to its Australian heritage and commitment to superior quality,” he said.

“The Driza-Bone brand is synonymous with the spirit of the Australian bush. We are committed to upholding and nurturing Driza-Bone’s legacy of Australian craftsmanship while also propelling it to new heights.”

Driza-Bone Australia continued to adapt not just in the bush, but in the cities as well, the company statement said. This iconic Australian fashion brand is now in a stronger position with backing from Gina Rinehart to reach a global audience.”

“Just as fashion designers produce seasonal collections, Driza-Bone now has the financial support to look at the leisure market in a stronger and more competitive way while also staying true to its deep rural heritage.”

Source: S. Kidman