Borne
Borne is a Sydney-based luxury postpartum wellness company operating a flagship hotel in Double Bay that delivers 3-4 night all-inclusive postpartum stays with 24/7 midwifery and mothercraft care for new mothers, supplemented by day stays, in-home care, and a digital community platform.
- Company typePrivate
- Founded2024
- HeadquartersBellevue Hill, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Borne does
Borne is a Sydney-based luxury postpartum wellness company founded in 2024 by Avalon Nethery. It operates a single flagship property at 33 Cross St, Double Bay, NSW, marketed as Sydney's first dedicated luxury postpartum wellness hotel. The core product is a 3-4 night all-inclusive residential stay priced at A$7,260-A$8,800 per package, providing 24/7 clinical care from midwives, IBCLC lactation consultants, and mothercraft nurses, alongside night nursery services, nutritionist-designed meals, lactation and sleep support, and integrated spa treatments. The company has expanded the offering to include Day Stay packages (A$1,200-A$3,400), In-Home Care Packages (from A$600), and the Inner Circle digital community platform.
The business runs on a direct-to-consumer model selling through its e-commerce website (borne.au), with complimentary 30-minute consultation calls as a conversion touchpoint, AfterPay and weekly payment plan options (from A$220/week), and a gift certificate channel (A$50-A$9,500). Underlying technology is limited to the third-party Circle community platform powering Inner Circle and standard e-commerce booking tools; the clinical delivery model is human-intensive with no proprietary AI or automation disclosed. Revenue diversification includes a curated e-commerce shop selling partner products (The Tenth Co supplements, Novamama lactation devices, Mayde Tea, Lullaby Skincare) and a network of brand partners (Wonder Spa, Bodylove Mamas, Made For Mothers, Qiara) that extend the integrated care proposition through referral discounts. Total disclosed external funding is A$78,096 from Startmate in August 2024.
Borne firmographics
Firmographics- Name
- Borne
- Legal name
- Borne
- Website
- https://borne.au
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Borne is a Sydney-based luxury postpartum wellness company operating a flagship hotel in Double Bay that delivers 3-4 night all-inclusive postpartum stays with 24/7 midwifery and mothercraft care for new mothers, supplemented by day stays, in-home care, and a digital community platform.
- Ownership category
- akta.pro rank
Borne industry classification
Industry- Product category
- Postpartum Wellness Hospitality
- NAICS
- Other Residential Care Facilities (62399), Home Health Care Services (62161)
- SIC
- Services-Nursing & Personal Care Facilities (8050), Services-Home Health Care Services (8082)
- akta.pro primary industry
- Lactation, Postpartum & Perinatal Support Services (HLAFAJAN)
- akta.pro secondary industries
- Postpartum Overnight Support (Parent Rest Support) (HSAAADAF), Maternal/Newborn & Postpartum Skilled Home Visits (HSABACAK)
Keywords
Where Borne is headquartered
LocationHeadquarters
- HQ city
- Bellevue Hill
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Borne business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Hotel Retreat Stays: Core revenue stream from 3-4 night all-inclusive postpartum hotel stays. Pricing is per night with package totals ranging from $7,260 (3 nights) to $8,800 (4 nights). Includes 24/7 care, meals, night nursery, lactation support, and wellness programs.
- Day Stay Packages: Day session packages (Bloom: 1 session $1,200; Thrive: 2 sessions $2,300; Flourish: 3 sessions $3,400). Includes expert consultations, meals, and access to care team for 7-8 hour sessions.
- Spa and Wellness Treatments: Individual spa treatments add-on during hotel stays or day visits. Services include massage ($300), couples massage ($600), facials ($195), and various beauty treatments ranging from $45-$120.
- In-Home Care Packages: 4-hour in-home sessions with postpartum doulas. Packages range from Signature (1 session) to Luxe Legacy (4 sessions), starting from $600. Valid until baby turns 6 months old.
- Digital Products and E-commerce: Sale of wellness products including The Tenth Co Flow State supplements ($79), Lullaby Skincare ($75), Borne In Bed Set ($200), Mayde Tea ($17+), e-books ($15), and gift certificates ($50-$9,500).
- Gift Certificates: Gift certificates redeemable for hotel stays, spa treatments, day stays, or products. Range from $50 to $9,500. Popular for baby showers and gift occasions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | 4-Night Hotel Retreat Stay |
| One time/ perpetual license | Multi-year contract | 3-Night Hotel Retreat Stay |
| Unit Pricing | Pay-as-you-go | Day Stay - Bloom (1 Session) |
| Unit Pricing | Pay-as-you-go | Day Stay - Thrive (2 Sessions) |
| Unit Pricing | Pay-as-you-go | Day Stay - Flourish (3 Sessions) |
| Unit Pricing | Pay-as-you-go | Spa Treatments |
| Unit Pricing | Pay-as-you-go | In-Home Care Packages |
| Subscription | Weekly | Flexible Payment Plan |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Borne product offering
Product offeringCore offering
Borne operates a luxury postpartum wellness hotel in Double Bay, Sydney, where new mothers stay for 3-4 nights at $2,200-$2,420 per night receiving 24/7 expert midwifery, lactation, sleep, and mothercraft care, with night nursery access, nutritionist-designed meals, and spa add-ons. The core offering is supplemented by day-stay packages ($1,200-$3,400), at-home postpartum doula sessions, the Inner Circle digital community app, a curated e-commerce shop, and gift certificates.
Product overview
Borne is a luxury postpartum wellness hotel and platform based in Double Bay, NSW, offering a portfolio of services centered around maternal recovery and newborn care. The core offering consists of the Hotel Retreat (3-4 night residential stays with 24/7 expert care at $2,200-$2,420/night) and Day Stay sessions (1-3 day programs from $1,200). These are complemented by the Inner Circle App & Platform providing online expert access, Wonder-Mama Spa add-on treatments, In-Home Care Packages, and Bridging Care Consults for pre/post-stay support. Borne also operates an e-commerce shop selling curated products including supplements (The Tenth Co Flow State), lactation devices (Novamama The Vibes), teas (Mayde Tea), baby skincare (Lullaby), and wellness chocolates (Loco Love), alongside gift certificates. The offering is unified by a mother-centric care philosophy focused on empowering new parents through expert guidance, community, and holistic wellness support.
Differentiator
Problem solved
Functional benefit
Brands
- Inner Circle: Online platform and mobile app providing expert guidance, masterclasses, mother's groups, and community support for postpartum mothers
- Circle App
- In-Home Care Packages
- Day Stay
Products and services
- Hotel Retreat / Postpartum Stay Luxury 3-4 night residential postpartum stay at Borne's Double Bay hotel, including harbour-view suites with Juliette balcony, 24/7 expert midwifery care, Night Nursery for uninterrupted maternal sleep, lactation and sleep consultancy, nutritionist-designed organic meals, baby supplies, mother's lounge access, workshops, and 3-month Bodylove Mamas membership. Priced at $2,200/night for 4-night stay ($8,800 total) or $2,420/night for 3-night stay ($7,260 total). Target: new mothers 0-16 weeks postpartum and their partners.
- Day Stay Packages Day-long sessions at the Borne hotel providing 7-8 hours of expert care including lactation consultancy, sleep consulting, nourishing meals, mother's group participation, and access to the care team. Three packages: Bloom ($1,200 for 1 session), Thrive ($2,300 for 2 sessions), Flourish ($3,400 for 3 sessions). Valid from birth until baby turns 4 months. For mothers seeking expert postpartum support without an overnight stay.
- Inner Circle App & Platform Online community platform and mobile app (powered by Circle, available on iOS, Android, and web) providing on-demand expert guidance, video masterclasses on postpartum care, baby sleep, and lactation, mother's groups, 1-on-1 consultations, and ongoing community access. Free for Inner Circle founding members; enables continuous engagement before, during, and after hotel stays.
- Wonder-Mama Spa Treatments In-room spa and wellness treatments including Customised Massage 75 mins ($300), Couples Massage ($600), 3-hour Spa Package ($600), Signature Facial 1hr ($195), Blow Dry & Style ($100), Spa Manicure ($75), Spa Pedicure ($95), Brow Shape ($45), and Lash Lift ($120). Delivered by Wonder Spa at Borne. For hotel guests seeking restorative wellness add-ons.
- In-Home Care Packages At-home postpartum doula sessions (approximately 4 hours each) offering baby care, maternal nourishment, household assistance, and relaxation support. Four packages: Signature (1 session from $600), Borne Strong (2 sessions), Ultimate Wellness (3 sessions), Luxe Legacy (4 sessions). Valid until baby turns 6 months old. For families continuing expert support after hotel stay.
- Borne Gift Certificate Gift certificates redeemable across all Borne services — hotel retreats, day stays, spa treatments, clinic visits, or products from the online store. Available in denominations from $50 to $9,500. For grandparents, family, friends, and corporate buyers seeking meaningful support gifts for new parents.
- Bridging Care Consults Birth debriefs and lactation support consultations available before or after hotel stays to ensure families feel supported at every stage of the postpartum journey. For families seeking expert guidance on an a-la-carte basis without committing to a full stay.
- The Tenth Co Flow State Supplement Multi-purpose supplement capsules for mothers to relieve fatigue, support energy production, calm the mind, support mood balance, and promote healthy hair, skin, and nails. Priced at $79. Available through Borne's curated online shop.
- Novamama The Vibes Lactation & C-Section Scar Vibrator High-frequency lactation massager with 10 vibration modes and 3 heat levels, ergonomically designed to enhance milk flow, ease engorgement, clear clogged ducts, and relieve C-section scars. Priced at $110. Available through Borne's curated online shop.
- Mayde Tea Nursing Blend Naturopathically formulated lactation tea blend with lemongrass, lemon balm, fennel, aniseed, and fenugreek. Available in 15-serve ($17) or 120-serve jars. Available through Borne's curated online shop.
- Lullaby Skincare Body Wash & Lotion Set Organic Aloe Vera-based baby bath set with Calming Body Wash and Heavenly Soft Lotion, enriched with Avocado Oil, Jojoba Oil and Chamomile. Made in Australia, free from parabens and harmful chemicals. Priced at $75. Available through Borne's curated online shop.
- Borne In Bed Set Luxury hotel comfort set for new mothers including 100% cotton robe, baby terry towel newborn onesie, white silk eye mask, and pink silk scrunchie. Priced at $200. Available through Borne's online shop.
- Borne With Love E-Book 10-step mindfulness guide for modern mothers created in collaboration with Borne's psychologist. Includes actionable steps for embracing motherhood with mindfulness and poise, plus a Mayde Tea discount code. Priced at $15. Available through Borne's online shop.
Quantifiable outcome
- 50% of mothers surveyed experienced postpartum depression or anxiety symptoms, and 90% wished they had more help after birth
- +2 more outcomes
Companies that use Borne
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Borne technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Borne partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and supporting.
- Wonder Spa (Double Bay)coreWonder Spa provides luxury spa treatments for Borne guests including massages, facials, and beauty treatments. All spa services at Borne are thoughtfully provided by Wonder Spa, integrated into the hotel stay experience.
- Bodylove MamascoreMovement and recovery program partner providing prenatal and postpartum Pilates and exercise programs. Borne guests receive 3-month complimentary access to Bodylove Mamas platform, including the 6-week postpartum recovery program. Offering 2 months free for members with code BORNEFREE.
- The Tenth CosupportingSupplementation partner providing Flow State 5-in-1 supplement for mothers. Products featured in hotel rooms and available for purchase through Borne shop.
- Made For MotherssupportingMeal and broth partner providing nutritionist-formulated postpartum meals using organic produce. Featured in Borne's wellness menu. Offering 20% off first orders with code BORNELOVE.
- Mooncycle BotanicalssupportingHerbal and supportive botanical blends partner providing teas and wellness products for postpartum support.
- NovamamasupportingMama and baby products partner providing lactation massagers, breast pumps, c-section scar pads, and silver nipple shields. Products available in shop with 20% discount for members.
- Hospital Bassinet Hire SydneysupportingPartnership to extend hospital bassinet use from hotel to home. Borne arranges for bassinets used during stay to be hired for home use, providing continuity of care. $40 off hire with code BORNE.
- Taste for LifesupportingChinese confinement meals and Traditional Chinese Medicine partner. Optional add-on providing authentic zuò yuè zi (sitting month) menu elements including warming foods, herbal soups, and TCM support.
- Circle (Community Platform)coreTechnology platform powering the Inner Circle app and online community. Provides iOS and Android apps plus web platform for member access to masterclasses, community, and expert consultations.
- Qiara ProbioticssupportingProbiotics partner providing Qiara products uniquely formulated from probiotic strain found in breast milk. 20% off first orders for Borne members.
- Swoop BabysupportingOrganic cotton swaddles and sheets partner. 15% off first orders with code Borne15. Products support baby sleep and comfort.
- The Whole BowlsupportingNutritionist-approved meals partner. $10 off first order with code BORNE. Supports postpartum nutrition and recovery.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Borne competitors and assessment
Company assessmentDirect peers
- Boram Postnatal Retreat: NYC-based luxury postpartum retreat offering multi-night hotel-style stays with 24/7 care, lactation support, and spa services. Most directly comparable business model to Borne in a different geography.
- The Motherhood Center: New York postpartum care facility offering overnight stays, day programs, lactation consulting, and maternal mental health services. Closest functional analogue in the US market.
Emerging players
- Mahmee: US maternal health platform providing in-home postpartum support, lactation consulting, and care coordination. Adjacent category, tech-enabled rather than hotel-based model.
- Origin: Pelvic floor and postpartum recovery provider offering in-person and virtual care. Comparable clinical postpartum focus, though not a hospitality-based model.
- Cleo: Global parental benefits platform offering guided support for working parents from pregnancy through postpartum. Comparable corporate B2B angle targeting employers as a benefits channel.
Broad incumbents
- Frida (fridababy): Broader postpartum and baby care brand with retail product portfolio including lactation, recovery, and newborn care items. Comparable in serving postpartum mothers via curated products, though retail-focused rather than service-based.
- Lansinoh: Established global brand specializing in breastfeeding and postpartum products including pumps, nipple creams, and recovery essentials. Overlaps with Borne's lactation support and product commerce.
- Hatch: Maternity and postpartum wellness brand spanning apparel, sleep, and recovery products with strong community content. Comparable customer base of expecting and new mothers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Borne social profiles
Digital presenceBorne financial estimates
Financial estimateRevenue estimate
Valuation estimate
Borne leadership team
Management profileNumber of profiles
Profiles9 records
Borne funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Borne M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Borne
What does Borne do?
Borne operates a luxury postpartum wellness hotel in Double Bay, Sydney, where new mothers stay for 3-4 nights at $2,200-$2,420 per night receiving 24/7 expert midwifery, lactation, sleep, and mothercraft care, with night nursery access, nutritionist-designed meals, and spa add-ons. The core offering is supplemented by day-stay packages ($1,200-$3,400), at-home postpartum doula sessions, the Inner Circle digital community app, a curated e-commerce shop, and gift certificates.
Is Borne a public or private company?
Borne is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Borne founded?
Borne was founded in 2024. It employs 1 to 10 people.
Where is Borne based?
Borne is headquartered in Bellevue Hill, Australia, in the Oceania region.
How does Borne make money?
Six revenue lines are on record. Hotel Retreat Stays are the primary driver. The others are day Stay Packages, spa and Wellness Treatments, in-Home Care Packages, digital Products and E-commerce and gift Certificates.
Who are Borne's main competitors?
Direct peers on record are Boram Postnatal Retreat and The Motherhood Center. Emerging players are Mahmee, Origin and Cleo. Broad incumbents are Frida (fridababy), Lansinoh and Hatch.
Does Borne have an API?
No public API is recorded for Borne.
What industry is Borne in?
Borne's product category is Postpartum Wellness Hospitality. Its primary akta.pro industry code is HLAFAJAN, Lactation, Postpartum & Perinatal Support Services, with a secondary code of HSAAADAF, Postpartum Overnight Support (Parent Rest Support). Its NAICS code is 62399 and its SIC code is 8050.