Vita Group's story began in 1995, with the opening of a mobile phone retail store on the Gold Coast, under the Fone Zone brand. That store was founded with the knowledge that customers wanted the best possible products and services, combined with an unbeatable in-store experience. Twenty-one years later, the business has grown from start-up to an ASX300 publicly listed company, trading as Vita Group Ltd.

Vita History

  • First Fone Zone at Pacific Fair.

  • Customers Are Really Everything (CARE) program launches.

    ESP extended warranty program launches.

  • VIBE - internal culture program launches.

  • Fone Zone signs 5 year Telstra Agreement.

  • Fone Zone wins Achievement Award for Retail Excellence (Australian Mobile Telecommunications Association).

  • Fone Zone wins Telstra National Dealer of the Year award (Solution Innovator).

  • Fone Zone rakes in the awards (National Retailer of the Year (NRA) award, Telstra Excellence in Customer Service).

    Fone Zone acquires five separate communication dealers.

  • Fone Zone wins Telstra BigPond Broadband Dealer of the Year Award (Australian Retail Association NSW).

    Fone Zone opens 100th store at Hornsby NSW.

  • Fone Zone is certified by Customer Service Institute of Australia.

    Fone Zone wins Supreme Retailer of the Year; Innovation in Retail and Training; Human Resources Initiative Awards (National Retail Awards).

    Fone Zone acquires One Zero Communications.

    Fone Zone signs Telstra Dealer Agreement for a further 5 years.

    Fone Zone is publicly listed on the ASX at $1.00 per share.

  • Fone Zone shares reach $1.30.

  • Fone Zone Group acquires Next Byte. Global financial crisis (GFC) hits.

  • Fone Zone shares hit by GFC, dropping to $0.55.

    Fone Zone Group changes name to Vita Group Limited – meaning 'way of life'.

  • Vita Group consolidates into one central support location.

    Vita Group shares continue to feel impact of GFC, reaching a low of $0.06.

    Shares increase to $0.34 due to recovery from GFC.

  • Vita Group's first Telstra Business Centre (TBC) opens.

    Vita Group shares remain steady at $0.30.

  • Vita Group launches Sprout accessory brand.

  • Share price grows to $0.65.

  • Vita Group shares reach $0.78.

  • Vita Enterprise Solutions team grows and wins great deals.

    3 SMB acquisitions in one month (TBC Liverpool, TBC Mittagong, TBC Wollongong).

    Vita Group's 100th Telstra store opens.

  • Share price doubles in six months to $1.43 in Jan 2015.

    Vita Group announces FY15 revenues of over $600 million.

  • Vita Group closes the Next Byte channel.

    Telstra and Vita Group extend their relationship to 2020.

    Vita Group shares hit $5.00.

Vita Group has evolved

Vita Group is now 1700 team members strong, with revenues of $645 million and 137 points of presence (at 30 June 2016).

We operate under the brands of:

  • Telstra and Fone Zone – providing exceptional telecommunications products and services to retail customers
  • Telstra Business Centres and One Zero outlets – enabling the technology and communications needs of small-to-medium customers
  • Sprout - our own accessories brand, which is in all Vita Group stores and many others across Australia
  • Vita Enterprise Solutions – our team of specialists who provide Information and Communications Technology (ICT) solutions to large enterprise and government customers

We're a truly national organization with points of presence strategically placed throughout Australia.


FY16 extends a track record of strong performance

TODAY'S Share Price $


Share Price

Dick Simpson, Chairman

On behalf of the board I am pleased to report another very strong year for Vita Group. Our continued growth has been powered by our investment in people and our culture as the key drivers of performance.

Maxine Horne, CEO

It has been yet another high performing year for the Vita Group, driven by our high performing team. A big shout out for the result goes to all 1,700 'Vita peeps' – for their pride, passion and dedication. These are exciting times for Vita Group - the sky really is the limit for this company.


Our strategy continues to create value for all


Our retail channel is our engine room

  • Physical optimisation delivering benefits
  • Continued strong like-for-like performance
  • Investment in people and technology programs working
  • Scope for continued growth, by reducing variability of performance within network


Our SMB channel shows significant promise

  • Attractive, fragmented market segment
  • Acquisitions have delivered meaningful scale
  • Like-for-like revenue growth
  • Significant opportunity to grow revenues and improve productivity
  • Partnering with Telstra to optimise go-to-market model


Our enterprise channel has gone from strength to strength

  • A number of material account wins
  • Building a business of scale, centred around professional and managed services
  • Derive greater income from annuity business
  • Continued investment in capability


  • Investigating emerging opportunities to extend core competencies into adjacent categories

This illustration describes our strategic plan.

It also portrays our personality – as we do things just a little bit differently at Vita Group. We're proud of this, and quite unapologetic about it, because we know it works for us.

We use a house to describe our strategy because it conveys how we operate, which is essentially as a family – a group of people that work together to get things done. We've got each other's backs through good times and bad and we have a common set of values.


Our biggest differentiator is our people

CARE = Customers Are Really Everything

A key contributor to our success is our people - it's in our DNA and always has been. We're aiming to create high performing teams, and enable them through innovative systems, products and processes.

Our CARE program is a guiding philosophy for the way we roll
  • 49,118 coaching sessions held
  • 108 Vita Leadership program graduates
  • 153 team members promoted

CARE underpins everything we do
  • Provide the very best, personalised customer experience
  • 4,096 Sales & Service commendations made

It's about more than giving back - it's about being one with our local communities
  • 1,189 paid days off for volunteering, birthdays and tenure
  • Vita peeps personally donated $24,869 to charities


Consistent values drive performance

At Vita, how we do things is just as important as what we do. Our eight values are just not words on a wall, they are embedded into our business: in our performance reviews, the way we make decisions, right through to our strategy.


Vita Foundation

We're committed to making a difference in our local communities and to our national community. We live and work within them and know they are the lifeblood to our business. We're involved in our local communities in a number of ways from proactive support of local charities and causes, through to reacting to local disasters in our communities, such a storms, fires and floods.That's why we created the Vita Foundation in FY16.

In FY16 we committed to giving $250,000 to charities. In true Vita style, we exceeded that goal and gave a total of $312,000 to charities our communities. This great achievement was thanks to the Vita Foundation as well as a significant contribution from our Vita peeps, who raised funds and volunteered.

Watch the video to find out more.


Download our complete Annual Report for full financial details and insight into how we roll at Vita!