In the small town of Geelong, Victoria, Nigel Austin commenced the Cotton On story in 1991. Selling denim jackets from his car boot, Nigel tapped into the emerging trend of casual, affordable fashion. His ability to gauge the pulse of the fashion industry and respond with trendy yet affordable offerings led to the first Cotton On retail store. The brand's phenomenal growth is not just a testament to Nigel’s business savvy; it reflects his commitment to ethical practices and social responsibility. Today, Cotton On is not just a fashion brand, but a global phenomenon that has reshaped retail fashion while maintaining a focus on sustainability and community.

While largely self-funded and family-owned, Cotton On has seen significant growth, often characteristic of companies with private equity support, but specific details of such investments are not widely publicised.