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An Australian family, led by Rick White, founded the Anaconda brand in 2004. He started creating purpose-made, and customized adventure gear for his customers, and quickly realized there was a niche market available that he could throw his energy into.
Another business driver for starting Anaconda was the realization in 2004 that while Australians enjoyed the outdoors, adventure trekking and camping were in decline.
Both of these factors combined to inspire the family-owned business to create their mission statement - which is to inspire, outfit, and enable all Australians with the best value for money, and the most comprehensive range of outdoor adventure and sporting products around.
Anaconda has since grown to comprise 75 stores with approximately 2,000 team employees; Anaconda's mission was created to provide memorable outdoor experiences to everyone involved.
Anaconda takes pride in not simply being another retail store but offering a complete outdoor camping and adventure experience to customers. Compared to their competitors, they have the largest range of Australian outdoor products, with only a few selected and high-quality products sourced from overseas. Using their passion for outdoor adventure travel, coupled with primarily Australian made products, they claim to provide the best local advice for whatever adventure travel holiday their customers have in mind.
Another differentiation factor this company has is that all employees who are selected to work with the brand, are passionate about adventure travel and the outdoors, and they must have an expertise in at least one specific area concerning the outdoors and adventure.