The Beginnings

The Direct Group was founded on a commitment to build enduring customer relationships. Our first product launch onto the Australian market took place in 1981 with a range of jewellery offered exclusively to the member lists of two leading credit card companies. As this business strengthened in both Australia and New Zealand, the product range was gradually increased, and by 1986 the Group was able to build our own independent database of customers. No longer reliant on these credit card companies to acquire customers, and with a database experiencing rapid growth, Innovations Direct was born. 

The 1990s

The 1990s was a period of rapid growth for the company, driven chiefly by the decision to focus entirely on selling directly to customers with the launch of Homecare Direct Selling in 1993. Soon after, we positioned ourselves as the first direct seller of mobile phones in Australia with the launch of Mobile Innovations.

With a clear understanding of our customers’ interests, we extended our brand range to include craft and hobbies with the purchase of The Fox Collection, as well as clothing and apparel for mature women with the acquisition of Damart.

With the Innovations customer base expanding, we responded to our customers’ needs and tastes with the launch of the music and video brand, Entertainment Masters, which caters to the tastes of the over-60s audience.

By the end of the decade, the group consisted of three main divisions – Innovations Direct, Homecare and Mobile Innovations. Each division was connecting directly with their customers and appealing to the mature market. This lead to the registration of the holding company, Direct Group. 


The growth and evolution of the business continued into the new century, with the fashion arm of Innovations expanding its range with a fresh and independent brand, Victoria Hill. 

It was a period of significant change, with online shopping starting to make significant impact on the way our customers wanted to shop. To satisfy this interest, the Group launched nine separate shopping websites, each one tailored to meet the trends and value for money expectations our catalogue customers had come to expect. 

To accommodate the demands for reliable warehouse space created by this rapid expansion, in 1999, the Group moved to a 5.3-hectare property with office block and state-of-the-art warehouse facilities, located in Frenchs Forest, Sydney. With an impressive new home base, the Group was able to maximise efficiencies across all sections of the business, from customer service, warehousing, and dispatch as well as planning, marketing and corporate affairs – all based in a modern Head Office.

The focus on online sales and direct marketing of the Group’s mobile phone business proved so successful that in 2000, Mobile Innovations was publicly listed on the Australian Stock Exchange, then shortly after was acquired by Seven West Media. 

As the decade progressed, the Group was ready to explore fresh business opportunities in the direct marketing retail space. In 2004, this confidence lead to the purchase of TVSN. This comprised a new and different selling proposition and gave fresh impetus to the Group’s expansion, allowing it to position itself as a leader in the direct marketing industry, both in Australia and New Zealand. 

2010 Onwards

In 2014-15, House of Pets and Home Collections were added to the Innovations stable, while the fashion side of Innovations was integrated by combining all the brands into a single company titled Infashion.

During 2016/17, the Reader’s Digest business license for Australia, New Zealand and parts of Southeast Asia was purchased. While a direct marketing and seniors-focused entity, Reader’s Digest was a transformational acquisition, moving the Group into publishing and a wide spectrum of content development. Also in 2017, My Discoveries was purchased, providing online, tailored holidays to the seniors market.

This increasing dominance in offering seniors content and online transactions led the Group to acquire Over Sixty and Wyza in 2018. Both these online businesses connect directly with the seniors market by publishing useful information and data highly relevant to this demographic’s needs and interests. These new online acquisitions provided an opportunity to cross sell into the Group’s traditional transactional businesses. 

By the end of 2018, Direct Group was composed of three distinct divisions: Innovations, with an increasingly online offering, TVSN, consisting of direct TV entities in Australia and New Zealand, and Digital Publishing, providing online and traditional content and information.

In early 2019 the Group aquired Magnamail, a direct marketing company that has operated in Australia since 1974. Selling a unique range of prodcuts directly into the home, the Magnamail infrastructure was a great fit to be added to the Direct Group brands.