Bake and Decorate Co

What Bake and Decorate Co does

Bake and Decorate Co is an Australian-owned online retailer specializing in cake, cookie, and cupcake decorating supplies, operating exclusively through a Shopify-based direct-to-consumer e-commerce storefront from its headquarters in the Penrith area of Sydney, Australia. The company sells a curated assortment of edible decor products, bakeware, decorating tools, packaging, candles, and cake toppers across approximately 25 product categories, with particular depth in Colour Mill branded food colourings (Aqua Blend, Oil Blend, Chocolate Drip, Decorators Dough) and a broader portfolio spanning 30+ vendor brands including Bakels, Sprinks, Sweet Sticks, Loyal, Over The Top, Wilton, and licensed character toppers from Disney and Marvel.

The underlying technology is a standard Shopify storefront with conventional payment integrations (Afterpay buy-now-pay-later, PayPal, and major credit cards) and built-in social sharing to Facebook, Pinterest, and Twitter. The company uses no proprietary technology, mobile app, or API; all value is delivered through the merchant-facing website at bakeanddecorateco.com.au, which supports a free-shipping threshold of $149 AUD and a published product range priced from approximately $2.40 (candles) to $49.95 (4kg fondant).

The business model is a one-time-purchase direct-to-consumer e-commerce model with no subscription plans or formal pricing tiers, serving Australian home bakers and hobbyist decorators as the primary customer segment. The company claims 10,000+ happy customers, employs 11-50 staff, generates no disclosed revenue or external funding, and operates as an independently-owned small business with no parent company, subsidiaries, M&A history, or leadership changes documented. Distribution is domestic Australia only, with marketing executed via organic social media (Facebook, Pinterest, Twitter) and an email newsletter.

Name

Bake and Decorate Co

Legal name

Bake and Decorate Co

Website

https://bakeanddecorateco.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Bake and Decorate Co is an Australian-owned, Sydney-based online retailer selling cake, cookie, and cupcake decorating supplies, bakeware, and party decorations through a Shopify e-commerce storefront serving Australian home bakers and hobbyist decorators.

Ownership category

akta.pro rank

Product category

Specialty Baking and Cake Decorating Supplies Retail

akta.pro primary industry

Bakery Packaging & Decor Supplies Wholesale (AFAIAFAL)

akta.pro secondary industry

Seasonal, Holiday & Party Home Décor Retail (CRAIACAD)

Keywords

• Cake decorating supplies
• Edible baking decorations
• Cookie decorating tools
• Food colouring retail
• Bakeware online store

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Direct E-commerce Product Sales: Online retail of cake decorating and baking supplies through direct-to-consumer e-commerce transactions. Products are sold individually at varying price points, with free shipping threshold of $149.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Bake and Decorate Co is an Australian online retailer that sells cake and cookie decorating supplies through its own Shopify-based e-commerce store. Its product catalog spans edible items (cake mixes, chocolate drips, food colourings, fondants, sprinkles, edible paints and pens, lustres, glues, gold/silver leaf) and non-edible items (decorating tools, bakeware, candles, cake toppers, packaging, party supplies), drawing primarily from third-party brands such as Colour Mill, Sprinks, LOYAL, Bakels, Sweet Sticks, and Wilton.

Product overview

Bake and Decorate Co is an Australian-owned online cake decorating supplies retailer offering a comprehensive e-commerce platform for baking and decorating products. The product portfolio centers around Colour Mill branded products (their dominant brand partnership), which includes food colouring in multiple formulations (Aqua Blend, Oil Blend), Chocolate Drip, Decorators Dough Fondant, Buttercream, Edible Paints, and Lustre products. Beyond Colour Mill, they offer a wide range of decorating supplies including cake mixes (Loyal, Bakels, Sprinks), edible decorations, sprinkles (Sprinks, Over The Top), fondants (Bakels Pettinice, Fondtastic), decorating tools, bakeware, packaging, and party supplies. The company positions itself as a curated collection of modern cookie and cake decorating supplies serving both everyday bakers and professionals across Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Cake Mix Pre-made cake mixes in flavors including Chocolate Mud, White Mud, Red Velvet, Butter Cake, and Caramel, sourced from brands such as Loyal, Bakels, and Sprinks. Sold to Australian home bakers and decorators via the company's online store.
• Chocolate Drip Pre-coloured chocolate drip products by Colour Mill that set hard for consistent drip effects on cakes, available in over 20 colours including White, Mauve, Lavender, Purple, Red, Raspberry, Candy, Baby Pink, Blush, Yellow, Orange, Salted Caramel, Chocolate, Black, Tiffany, Baby Blue, Cobalt, Green, and Mint.
• Food Colouring and Gels Gel-based and oil-based food colouring from Colour Mill, Sprinks, Sweet Sticks, and LOYAL brands, including Aqua Blend, Oil Blend, and Gel Colouring options in dozens of colours for cake and cookie decorating.
• Colour Mill Packs Curated colour packs and collections from Colour Mill, including Kickstarter 12 Pack, Pastel 6 Pack, Botanical 6 Pack, Bridal 6 Pack, Outback 6 Pack, Fairytale 6 Pack, Pool Party 6 Pack, Tropical 6 Pack, and seasonal trio sets for Easter, Halloween, Valentine's, and Christmas.
• Colour Mill Aqua Blend Water-based food colouring specially formulated for cookie and cake decorating, compatible with buttercream, chocolate, Swiss meringue, cake batter, ganache, and fondant. Made in Sydney, Australia, with vegan-friendly options available.
• Colour Mill Oil Blend Oil-based food colouring brand for professional bakers and cake decorators, available in over 60 shades, formulated for buttercream, chocolate, Swiss meringue, cake batter, ganache, and fondant. Made in Sydney, Australia.
• LOYAL Gel Colouring Premium gel food colourings from the LOYAL brand, suitable for buttercream, fondant, royal icing, gum paste, marzipan, and cake batter, available in 30 shades for various decorating themes.
• Sprinks Gel Based Colour Highly concentrated gel-based food colouring from Sprinks, designed to produce strong colour effects using small amounts without changing icing consistency, available in a wide range of colours.
• Edible Decorations Edible cupcake and cake decorations including wafer toppers, icing decorations, sugar toppers, and themed decorations for various occasions.
• Edible Lustre and Glitter Edible lustres, glitters, and shimmers from Sprinks, Sweet Sticks, and Colour Mill, including lustre dust, glitter pump sprays, and metallic lustres for adding sparkle to baked creations.
• Edible Glues Edible adhesives for attaching cake and cookie decorations, including Colour Mill Bakers Bond and Sprinks Edible Glue.
• Edible Gold and Silver Leaf Luxury edible gold and silver leaf decorations for cakes, cookies, and desserts, sourced from brands including Sprink'd, Over The Top, and Sprinks.
• Edible Sprinkles Wide range of sprinkles including jimmies, nonpareils, sugar balls, confetti, bubble and bounce, themed shapes, and seasonal sprinkles for occasions such as birthdays, weddings, and holidays.
• Edible Paints Edible paints for decorating cookies, cakes, fondant, and icing, including Colour Mill Paint Blends, Colour Mill Metallic Paint Blends, and Sweet Sticks paints.
• Edible Pens Food-grade edible markers and pens for detailed cake, cookie, and icing decoration, including Sprinks and Cake Craft brands in various colour sets.
• Fondant and Buttercream Ready-to-use and ready-to-roll fondants and buttercreams for covering, filling, sculpting, and decorating cakes, sourced from brands including Colour Mill Decorators Dough, Bakels Pettinice, Fondtastic, and Over The Top.
• Icing Products Icing ingredients and products including royal icing mix, egg white powder, Tylose powder, isomalt crystals, rose spirits, cocoa powder, and edible glues.
• Cake Decorations Pre-made decorations including cake toppers, cupcake toppers, candles, sprinkles, and party supplies, including acrylic and metal toppers from brands like Cake & Candle.
• Candles Birthday celebration candles including straight, spiral, swirly, number, and bullet candles in various colours, finishes (metallic, glitter, pearl), and styles.
• Cake Toppers Acrylic, wood, and metal cake toppers for birthdays, weddings, baby showers, and themed events, including licensed character toppers such as Disney Frozen, Disney Princess, Marvel Spiderman, and Avengers.
• Decorating Tools Professional decorating equipment including brushes, cake boards, cookie cutters (mini, large, letters/numbers, sets, flower, plunger), embosser stamps, debossers, silicone moulds, piping bags and tips, rolling pins, smoothers and scrapers, self-healing mats, stencils, and turntables.
• Bakeware Baking tins and cupcake cases in various shapes and sizes for cake baking needs.
• Packaging Presentation and packaging supplies including cake boxes, cupcake boxes, cookie boxes, cello bags, shredded paper, and party favour boxes.
• Party Supplies Party decorations including foil balloons and party banners for celebrations.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Lincraft: Major Australian craft, fabric and home retailer stocking cake decorating tools, sprinkles, bakeware and party supplies. Overlaps on category but competes on a wider craft-and-haberdashery proposition and physical-store convenience.
• Wilton: Global category leader in cake decorating (tins, cutters, colours, sprinkles) sold directly to consumers through wilton.com and via Bake and Decorate Co and other Australian resellers. Competes both upstream (brand competition) and downstream (own DTC).
• Spotlight: Largest Australian specialty retailer of craft, haberdashery, home décor and party supplies, with a substantial cake-decorating and bakeware assortment online and in-store. Competes on breadth and click-and-collect convenience rather than curation.

Others

• Colour Mill: Australian-made premium food colouring and decorator dough brand and Bake and Decorate Co's flagship partner. Competes indirectly by selling direct in Australia and globally, but mainly a supplier/partner relationship rather than head-to-head retail competitor.

Direct peers

• Cakers Warehouse: Australian online retailer specialising in cake, cookie and cupcake decorating supplies. Directly competes with Bake and Decorate Co on product range, brand assortment (Wilton, Colour Mill, Bakels), and Australia-only DTC shipping.
• CakeCraft World: Specialist Australian cake decorating supplies e-commerce retailer carrying tools, ingredients, sprinkles and cake toppers. Same target customer (home bakers and hobbyists) and same DTC/Shopify delivery model.

Emerging players

• Sweet Sticks: Australian-based edible art (lustre dust, edible paint, food colour) brand carried by Bake and Decorate Co, with its own DTC site. An emerging niche competitor in the premium food-colour and lustre category that overlaps with the anchor's hero segment.
• Fondtastic: Australian specialty fondant brand carried by Bake and Decorate Co with its own DTC site. Narrow-line competitor in the ready-to-roll and buttercream fondant sub-segment where it overlaps directly with a core product range of the anchor.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BakeAndDecorateCo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bake and Decorate Co