in Sydney’s Northern Beaches, John Axford went to his local sports store in his hometown, Avalon Beach, to buy footy spikes and ended up in conversation with the owner, Ken.
By the end of the chat, Ken asked John if he was interested in buying the store. After a few days and a drink at the local RSL, he had bought the business. And so, the journey began, with Avalon Sports, proudly known as
The man behind the counter, John, wasn’t just running a shop. He and his family were creating a community hub selling everything from football boots and fishing tackle to BMX bikes, skateboards, tennis rackets, and cricket sets. If a kid walked in and wanted something that wasn’t on the shelf, John had a simple rule: “We never said no. If we didn’t have it, we’d get it.”
Back then, John’s young sons were the unofficial product testers racing BMX bikes, carving up on skateboards, and putting every new arrival through the ultimate test ride.
More than a business, it was family; one founded on honesty, transparency, and innovation. These values continue to guide us today.
Avalon Sports thrived and operations expanded into a nearby garage.
With the store’s success, Sea Hornet, an Australian manufacture of Spearguns and Scuba Diving equipment, approached John to represent them in Sydney and Southern NSW. On the 1st of April 1982, John and his wife Jill set up the business Land & Sea Sports to distribute for Sea Hornet, ..Sea Hornet’s sales grew rapidly after teaming up with Land & Sea Sports. This marked the beginning of a Bigger opportunity, from Sports Store owner to product distributor. They took this opportunity to shift from a retail store to a wholesale distributor.
Another major turning point came on a sales trip to Melbourne. A stranger approached John: “You’re John Axford, and I want you to buy my business Perry and Skinner.” John politely declined as he didn’t have the funds. But the man, Keith, replied with words that would chart a new course: “I know you by reputation. I trust you. Take the stock and the vehicle; pay me when you can.”
That act of faith unlocked new relationships with top tier manufacturers in Taiwan, France, Italy including suppliers of SCUBA gear, masks & snorkels, torches, knives. Suddenly, Land & Sea Sports had access to a global supply chain and the keys to something far bigger.
John wore every hat in the business. He was CEO, Product Innovator, International & Local Buyer, Accountant, and National Sales Manager.
His company car was a yellow Volvo station wagon, famously fitted with the first ever car phone, the size of the boot and featuring a phone number starting with 007.
The company’s mission was to create well packaged, brightly coloured, value priced products that sold fast and didn’t sit on shelves.
In the early years, they travelled to Taiwan, Italy, France, and China to source, innovate, and work directly with factories to produce new, top quality products. In 1986, during a trip to Taiwan, they developed and manufactured the world’s first moulded core slick bottom Unbreakable bodyboard. Their innovation continued across other product ranges, including regulators, masks, snorkels, and fins Among these are the iconic rubber Thruster Fin and Charter Turbo Fin, which are still going strong today.
Trips to France led to a partnership with ‘Cavalero’, enabling the import of their world renowned spearguns, masks, and long bladed fins.
They travelled to Italy for a new range of SCUBA.
In collaboration with Australian inventor John Whickham, they developed the world’s first underwater direction finding device, and travelled to Switzerland to sell the initial rights to ‘Uwatec’.
Both Rebel and BOSS Scuba Equipment brands were created around this time.
By 1988, the business had outgrown its original digs and moved into a larger facility in Warriewood Valley, where it still operates today.
Come the early 1990s, Land & Sea Sports was making waves.
Local speargun manufacturer, ‘Undersee’, joined the current.
Between 1992 and 1994, Adrenalin Wetsuits and Rashies were added to the range, marking a bold step into performance apparel. In 1998, the first skateboard was introduced, accompanied by the addition of surfing brands Palm Beach, and Redback.
In 2006, Adrenalin Skate hit the streets, bringing the brand’s energy to a new audience. The following year, they acquired Surf O Plane the legendary brand famous for inflated rubber mats invented by Bronte based Dr Earnest Smithers in 1933.
In 2013, the company evolved again, adopting a new name that better reflected its true identity: Home Grown Brands Australia.
This wasn’t a rebrand, it was an acknowledgment of what had always been true. The company has always been 100% Australian owned, built from the beach up, and dedicated to developing original, profitable, and purpose built products. Over the years, they have earned the trust of independent retailers and customers nationwide.
Today, innovation remains at the heart of what they do. They continue to design and introduce new and exciting products to their range, developing many well known brands along the way. With over 4000 active SKUs, Home Grown Brands now owns, manages, and distributes
Their products are found across surf, outdoor, toy, and marine retailers nationwide all backed by an unwavering commitment to innovation, customer trust, and the spirit of adventure.
From Avalon Beach to store shelves nationwide, Home Grown Brands stands as a testament to what happens when passion meets execution.
Home Grown Brands Australia is more than a company. None of this would be possible without our incredible team of passionate, dedicated individuals John and Jill Axford, Angela, Josh, Adam, Michael, Bhaskra, Kate, Alex…
It’s a living legacy; still growing, still innovating, still rooted in the water.
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Contact Us
1800 226 328
info@hgbaus.com 
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