Mustard Made
Mustard Made is an Australian female-founded direct-to-consumer brand that designs, manufactures and sells colourful metal lockers and storage accessories through regional Shopify storefronts in Australia, the EU, the UK and the US, supplemented by wholesale and trade accounts.
- Company typePrivate
- Founded2018
- HeadquartersNewcastle, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mustard Made does
Mustard Made is an Australian direct-to-consumer homeware brand that designs, sells and ships colourful metal lockers and complementary storage accessories for residential and commercial interiors. Founded in 2018 in Newcastle by sisters Becca and Jess Stern with approximately $25,000 AUD of personal savings, the company sells a portfolio of locker SKUs across six size variants (The Shorty, Skinny, Midi, Twinny, Lowdown, Standard) in a 12-colour palette, plus a Glass Collection (The Mixer, The Kit, The Collector) and an Organise + Display accessory line (Ledge, Baskets, Hangers, Storyboard, Buttons, Wordbits). Products are flat-packed, made of metal with easy assembly, and range from roughly $22 AUD accessories to $1,199 AUD for the largest premium unit.
The business operates primarily through four regional Shopify-hosted e-commerce storefronts (Australia, EU, UK, US), supported by four global warehouses and a London-based European office in addition to its Newcastle headquarters. A secondary wholesale channel serves retailers such as Westwing (Germany), Life Interiors (Sydney), MiiO Store (Newcastle), and partners in Denmark, Italy, the UAE and the US, while a trade programme targets interior designers, architects and stylists with dedicated account management. Pricing is unit-based across the SKU range, with Afterpay and Klarna buy-now-pay-later options, gift cards (25–500 EUR) and free standard shipping. The technology stack is entirely third-party: Shopify for commerce, Gorgias AI Agent for support automation, Google Analytics and Facebook Pixel for marketing measurement, and external AI personalisation tooling credited with driving a reported 158% revenue uplift in 2026.
The company is privately held, bootstrapped, and entirely founder-owned, with no external institutional investment disclosed. It has grown to approximately 40 employees and eight figures of annual revenue (AUD), supported by a near 30% repeat-customer rate and recognised as a Sunday Times Best Places to Work in 2025. Social impact partnerships with Outright International (LGBTQ+ rights) and Beam (homelessness) are integrated into the brand narrative.
Mustard Made firmographics
Firmographics- Name
- Mustard Made
- Legal name
- Mustard Made Pty Ltd
- Website
- https://mustardmade.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mustard Made is an Australian female-founded direct-to-consumer brand that designs, manufactures and sells colourful metal lockers and storage accessories through regional Shopify storefronts in Australia, the EU, the UK and the US, supplemented by wholesale and trade accounts.
- Ownership category
- akta.pro rank
Where Mustard Made is headquartered
LocationHeadquarters
- HQ city
- Newcastle
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
Mustard Made business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct Product Sales: Primary revenue stream from selling colourful metal lockers and accessories directly to consumers through regional e-commerce storefronts (Australia, EU, US, UK). Products include Original Lockers, Glass Collection, and Organise + Display accessories.
- Wholesale Orders: B2B revenue through wholesale partnerships with retailers who stock Mustard Made products in their stores. Products sold in bulk at wholesale prices to approved retail partners.
- Gift Cards: Digital gift cards sold in denominations of 25, 100, 250, and 500 EUR (or equivalent), valid for five years from purchase date.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Original Locker products ranging from entry to premium sizes |
| Unit Pricing | Pay-as-you-go | Accessories and organisation products |
| Unit Pricing | Pay-as-you-go | Gift cards available in multiple denominations |
| Other | Pay-as-you-go | Flexible payment options |
Go-to-market motion4 records
Distribution channels8 records
Marketing channels8 records
Mustard Made product offering
Product offeringCore offering
Mustard Made designs, manufactures (via overseas suppliers), and sells colourful powder-coated metal storage lockers and matching accessories for homes, workspaces, and kids' rooms. The portfolio spans Original Lockers in six size variants, a Glass Collection with display panels, Organise + Display accessories (shelves, baskets, magnets, hangers), and gift cards, available in a 12-colour palette through regional Shopify storefronts and wholesale/trade channels.
Product overview
Mustard Made is a colourful locker brand offering a portfolio of metal storage lockers in multiple size configurations and 12 colour options (Blush, Berry, Poppy, Mustard, Butter, Sage, Olive, Navy, Ocean, Lilac, Chalk, Slate). The core Original Lockers collection includes six size variants: The Shorty (compact bedside), The Skinny (narrow vertical), The Midi (mid-height), The Standard (flagship single-door), The Twinny (twin-door), and The Lowdown (low-profile TV unit). The Glass Collection features lockers with glass door panels—The Mixer, The Kit (wall cabinet + locker combo), and The Collector—for displaying contents while maintaining partial privacy. The product ecosystem extends to organise-and-display accessories including The Ledge floating shelves, The Baskets, The Hangers, The Storyboard magnetic boards, The Buttons magnets, and Wordbits magnetic letters. Additional offerings include Extra Shelves, Glass Extra Shelves, Colour Swatches, and Gift Cards. A notable collaboration product is The Flutes with Fazeek ceramics. All products are available in the same colour palette and ship from four global warehouses across regional sites (Australia, EU, UK, US). The company also operates wholesale and trade partnership programs for retailers and design professionals.
Differentiator
Problem solved
Functional benefit
Products and services
- The Shorty A compact, short-height metal locker with a single door and internal shelf, designed for bedside use or small spaces, available in the full 12-colour palette.
- The Skinny A narrow, vertical metal locker that delivers full-height storage in a slim profile, ideal for tight spaces and entryways, available in all 12 colours.
- The Midi A mid-height metal locker providing balanced storage for living rooms, offices, and bedrooms, finished in the signature 12-colour palette.
- The Twinny A twin-door metal locker offering double the storage of single-door models, suitable for wardrobes or larger household storage, available across all colours.
- The Lowdown A low-profile, wide metal locker intended as a TV unit or low storage cabinet, finished in all signature colours.
- The Standard The flagship standard-height single-door metal locker, offering comprehensive storage for diverse home and office applications across the 12-colour palette.
- The Mixer A hybrid metal locker combining solid and glass door panels, allowing partial display of contents while maintaining privacy for selected items.
- The Kit A wall-mounted cabinet paired with a freestanding locker, providing combined storage and display solutions in the Glass Collection range.
- The Collector A large-format metal locker with a glass door panel, offering expanded capacity with display visibility in the Glass Collection range.
- The Ledge A modular floating wall shelf available in small and large sizes for displaying decorative items, colour-matched to the locker palette.
- The Baskets Storage baskets designed to fit inside Mustard Made lockers, helping organise interior contents in the matching colour palette.
- The Hangers Hanging storage accessories including adult top hangers and kids clip hangers, designed to fit within locker interiors.
- The Storyboard A magnetic display board for lockers that allows customisation with magnets and display of photos, notes, and decorative items.
- The Buttons Magnetic decorative buttons for customising locker exteriors, adding visual accent and personalisation.
- Wordbits Magnetic letter and word sets that allow users to spell words and messages on locker surfaces.
- Colour Swatches Physical colour sample swatches in all 12 finishes, helping customers visualise locker colours before purchase.
- Gift Card Digital gift cards available in denominations of 25, 100, 250, and 500 EUR (or regional equivalent), valid for five years from purchase date.
- The Flutes (Fazeek Collaboration) An exclusive collaborative locker paired with Fazeek ceramic pieces, released as a limited Fazeek x Mustard Made collaboration.
Quantifiable outcome
- Nearly 30% return customer rate
- +2 more outcomes
Companies that use Mustard Made
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
Mustard Made technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability2 records
Mustard Made partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- AI Technology ProviderscoreAI-powered personalization technology enabling 158% revenue growth and 15% increase in average order value. Includes generative engine optimization for product discoverability.
- Outright InternationalminorNon-profit organisation dedicated to advancing LGBTQ+ rights globally. Mustard Made donates 10% of global sales during Pride month (June). Over $92,000+ USD donated to date.
- Lirum Larum LegminorDanish online retailer offering Mustard Made products to Scandinavian customers.
- Nova LivingminorItalian online homewares retailer stocking Mustard Made products for the European market.
- The Cool RepublicminorOnline retailer offering Mustard Made products internationally.
- Westwing GroupcoreGerman online homewares platform and one of Mustard Made's key European retail partners. Praised as reliable partners who care and bring creativity to projects.
- Room EnvyminorUAE-based online retailer offering Mustard Made products in the Middle East market.
- MiiO StorecoreNewcastle, Australia homewares store and gallery curated by founder Nina Battley. Features Mustard Made lockers alongside international design pieces. Stocks multiple locker styles and colours.
- Life InteriorscoreSydney-based retailer (bricks and mortar + online) that has been stocking Mustard Made for over a year with positive customer response to the range's styles and colours.
- Vestige Tattoo StudiominorBrooklyn, NY retailer and self-described 'biggest fan' of Mustard Made, praising the nostalgic and functional locker design.
- ShopifycoreE-commerce platform hosting all Mustard Made storefronts (AU, EU, US, UK). Provides payment processing, PCI-DSS compliance, and secure data storage.
- Gorgias AI AgentcoreAI customer support service that assists with inquiries using customer-provided information and support knowledge base. Marked as automated responses.
- BeamminorCharitable platform supporting people experiencing homelessness. Mustard Made has donated over £200,000+ through annual fundraising campaigns.
- EU Compliance Partner / EUcomply oÜcoreEU Responsible Person for GPSR product safety compliance, based in Tallinn, Estonia. Ensures compliance with CE marking, EPR disposal laws, and EU Directives.
Scale indicators11 records
Recent moves6 records
Expansion highlights6 records
Mustard Made competitors and assessment
Company assessmentBroad incumbents
- HAY: Larger Danish design brand offering colourful, contemporary furniture and home accessories globally. Comparable aesthetic and colour-led brand DNA, but broader catalogue and deeper institutional retail footprint.
- West Elm (Williams-Sonoma): Large US home furnishings retailer with a strong private-label storage and furniture assortment. Competes for the same design-conscious home customer and overlaps in colourful metal storage SKUs.
Direct peers
- Made.com: DTC home furnishings brand selling contemporary furniture and storage direct to consumers across Europe. Comparable on digitally native GTM, premium design positioning, and multi-region fulfilment.
- Tolix: French metal furniture maker famous for its A Chair and other coloured steel pieces. Comparable on material (steel), colour-led brand identity, and home/café customer base.
- The School Locker Company: UK retailer of metal school-style lockers repurposed for home and office storage. Closest product overlap on metal locker design sold direct to consumers and through trade accounts.
- Ferm Living: Danish design brand selling premium home accessories, storage, and furniture through DTC and wholesale. Comparable on design-led positioning, premium pricing, and multi-region DTC/wholesale distribution.
- Bisley: Iconic British manufacturer of steel storage, lockers, and office furniture. Most directly comparable on product (metal lockers/cabinets) and category (modular metal storage) even though it skews more office-led than home-led.
Emerging players
- Mathilde M. French DTC home brand offering colourful storage, kitchen, and lifestyle products. Comparable on colourful home-storage aesthetic and EU DTC distribution.
- Floyd: US DTC furniture startup focused on durable, design-forward home pieces with flatpack-friendly construction. Comparable on DTC-first model, flatpack metal/wood furniture, and design-conscious millennial target.
Others
- Fazeek: Australian ceramics and homewares brand that has collaborated with Mustard Made on the Flutes collection. Adjacent rather than competitive, but shares premium DTC positioning and the same Australian design-led home market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Mustard Made social profiles
Digital presenceMustard Made compliance and trust
Trust signalCompliance3 records
Mustard Made financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mustard Made leadership team
Management profileNumber of profiles
Profiles2 records
Mustard Made funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mustard Made 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 Mustard Made
What does Mustard Made do?
Mustard Made designs, manufactures (via overseas suppliers), and sells colourful powder-coated metal storage lockers and matching accessories for homes, workspaces, and kids' rooms. The portfolio spans Original Lockers in six size variants, a Glass Collection with display panels, Organise + Display accessories (shelves, baskets, magnets, hangers), and gift cards, available in a 12-colour palette through regional Shopify storefronts and wholesale/trade channels.
Is Mustard Made a public or private company?
Mustard Made is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mustard Made founded?
Mustard Made was founded in 2018. It employs 11 to 50 people.
Where is Mustard Made based?
Mustard Made is headquartered in Newcastle, Australia, in the Oceania region.
How does Mustard Made make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale Orders and gift Cards.
Who are Mustard Made's main competitors?
Broad incumbents on record are HAY and West Elm (Williams-Sonoma). Direct peers are Made.com, Tolix, The School Locker Company, Ferm Living and Bisley. Emerging players are Mathilde M. and Floyd. Fazeek is listed as an others.
Does Mustard Made have an API?
No public API is recorded for Mustard Made.