Wesfarmers has taken a 5% equity stake in online sports apparel disruptor OnTheGo.
Wesfarmers, parent company of Kmart and Target Australia, has also formed a joint venture with OnTheGo as part of the deal.
Under the deal, Wesfarmers' workwear division will become a top five shareholder in the eCommerce site.
It will also use OnTheGo's software, which allows customers to design customised sports gear and have it fulfilled within three to five weeks.
This will allow Wesfarmers Workwear Group to accelerate its online capabilities and extend into new product categories.
The deal is one of the first investments made under CEO Rob Scott, in an effort to build its digital firepower.