Our Story

From Polaroid’s iconic presence in the 1970s to Hagemeyer’s strategic shifts and the birth of Brands Australia in 2011, the company has continuously evolved, adapting to market changes and technological advancements.

1970-2001

Polaroid in Australia

1970s: Polaroid enters Australia, specializing in consumer, commercial, scientific, medical, and ID sectors.

Became synonymous with instant photography, offered innovative products that revolutionized memory capture, established strong market presence

2001

Hagemeyer

Polaroid operations in Australia transition to Hagemeyer, a global distribution company, marking a new phase in the market.

New Divisions Established

Hagemeyer forms dedicated photo and corporate divisions, becoming a diversified player in the Australian market.

Passport Business Expansion

As demand for biometric photo solutions increased, we expanded into the passport photography space—developing the Polaroid Passport Cameras. To support changing passport regulations, we introduced BIAB (Business in a Box), a streamlined solution used in over 5,000 locations across Australia and New Zealand.

Biometric Drivers’ Licenses

Partnered with DOT Queensland to introduce the world’s first biometric drivers’ licenses, refining the system over 10 years to meet international standards.

Relaunch of Polaroid in Australia

Collaborated with Polaroid’s global design team to relaunch the brand, introducing the OneStep Two camera, launching Polaroid 300 Camera, revitalizing the company’s market presence.

Corporate Culture

Maintained an emphasis on efficiency, customer service, and innovation while being part of a $400 billion corporation.

Ownership Restructure

Created opportunities for New Business Opportunities (NBO), helping adapt to market shifts.

Pharmacy Channel Development

Strengthened Hagemeyer's presence in the pharmacy channel for HBA (Health & Beauty Australia), enhancing retail distribution and accessibility.

2011

Brands Australia

In 2011, following a management buyout (MBO), Brands Australia emerged from the rebranding of Hagemeyer’s Australian operations. Agile and market-savvy, we positioned ourselves to read the market, speak to it—and lead it.

Development of ID Station Tech

In collaboration with our EU partner and as a member of the Biometrics Institute, Brands Australia helped develop Australia Post’s passport photo system. Together with DPS, we launched the ID Station—a biometric photo solution that continues to support essential services across Australia and New Zealand, including passport and ID systems.

Strategic Partnerships

With a focus on innovation and long-term growth, Brands Australia partnered with key global brands to develop cutting-edge technology and products, offering the Australian market exclusive access to industry-leading products.

Expansion into New Markets

Building on its success in Australia and New Zealand, Brands Australia has expanded into Asia and continues to explore new opportunities in the Middle East.

Retail & Distribution Leadership

By building relationships with major retailers such as Myer and Officeworks, alongside specialty retailers and pharmacy channels, Brands Australia continues to drive product growth and visibility in diverse markets.

2020

Office and Warehouse Move

Reflecting its growth and the changing business landscape, Brands Australia moved into its own office and warehouse, better equipped to meet market demands and streamline operations.

2021

COVID Recovery & Customer Acceleration

As Australia emerged from the pandemic, Brands Australia focused on recovery and renewal. By hiring additional staff and sales representatives, conducting in-person visits to local retailers, and offering targeted training sessions, we reinforced customer relationships and positioned our clients for a rapid return to growth.

2022

Officeworks ID Station Gen 2 Rollout

In a major national deployment, Brands Australia completed the rollout of second-generation ID Station systems across 200 Officeworks locations. The upgrade delivered faster biometric processing, simplified user interfaces, and enhanced ICAO compliance—supporting Officeworks in maintaining leadership in ID photo services.

2023

Secured Exclusive Distribution Rights for KONO!

We secured the exclusive distribution rights for KONO!, the renowned European creative film brand, across Australia and New Zealand. Known for its distinctive color shifts and artistic effects, KONO! strengthens our analog product portfolio and aligns with our commitment to offering unique, high-quality film options to meet the creative demands of photographers in a resurging analog market.

2024

New ID Station Website Launch

We marked a major milestone with the launch of a dedicated website for ID Station. Purpose-built to support our partners and users, the new site showcases the full capabilities of our biometric photo solutions, streamlines product access, and strengthens our brand presence online.

Reintroduction of 35mm Film Cameras

To support the growing demand for 35mm film photography, we partnered with manufacturing facilities in the United States to develop our own proprietary 35mm film under the OneShot brand. This film is tailored to meet the needs of today’s analog photography enthusiasts and is the only exclusive film brand available in the market.

2025

Launch of OneShot & Retro

We proudly introduced two exclusive camera brands to the Australian market: OneShot, designed for modern simplicity and instant results, and Retro, a celebration of timeless analog aesthetics. These launches reflect our ongoing dedication to bridging the past and future of photography—combining innovation with nostalgia to meet evolving consumer demands.

FUTURE

Today, Brands Australia is a trusted leader in brand building, distribution, and sales management—partnered with global brands to drive growth across Australia and New Zealand. Looking forward, we remain focused on innovation, retail expansion, and strategic partnerships to lead in both digital and analog imaging. Our development of the ID Station reflects this vision—designed to meet evolving passport documentation and image capture standards, both locally and globally.