Our History

Our History

Vita Group’s story began in 1995 when our co-founder and Chief Executive Officer (CEO), Maxine Horne made the daring move to open Australia’s first mobile phone retail outlet – Fone Zone.

One of Telstra’s first licensed dealers, Fone Zone was founded with the knowledge that customers wanted the best possible products and services, combined with an unbeatable in-store experience.

Through delivering this experience, we achieved great success in our first ten years – reaching more than 100 Fone Zone stores Australia wide by 2005.

Off the back of this success, we began to evolve as we entered our teen years.

Rebranding to Vita Group in 2008, we began to shift from an independent telco retailer to a branded telco retailer. This came to fruition in 2009 when we signed an exclusive Master License Dealer Agreement with Telstra, giving us the ability to operate 100 Telstra retail stores.

At the same time as we commenced rolling out our network of Telstra stores, we also began investing in new categories that would allow us to expand the number of ways in which we could enhance peoples’ way of life.

From 2009 to 2015, we acquired and launched four brands – the One Zero dealer network, the Next Byte Apple reseller network, ICT solutions provider -Vita Enterprise Solutions and technology accessories brand - Sprout. We also strengthened our partnership with Telstra even further by establishing a network of Telstra Business Centres.

While in 2016 we sadly said goodbye to Next Byte, we continued to grow into new categories, welcoming new brand, SQDAthletica, which has taken us into the rapidly growing market of men’s clothing and apparel.

Today Vita Group has evolved from a start-up telco retailer into a multifaceted lifestyle solutions provider.

Throughout our 21-year journey though, our initial focus on providing the best possible experience for our customers has not waivered. Our people and our customers remain at the heart of our organisation and represent everything we stand for.

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Vita Group is a leading provider of brands that enhance people’s way of life. We are proven experts in delivering exceptional, personalised experiences and products that solve our customers’ current and future needs.

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