What OiOi does

OiOi is an Australian family-owned designer, manufacturer, and direct-to-consumer retailer of premium nappy bags and parenting accessories, founded in 1997 by Lisa Bennetts in Melbourne and currently co-operated by Lisa and her daughter Isabella Roberts. The company's product line centers on five core nappy bag styles—the Signature Nappy Backpack (20L), Carry All (22L), Multitasker (30L), Triple Tote (25L), and Mini Signature (13L)—complemented by stroller caddies, pram liners, 4-in-1 convertible footmuffs, change mat clutches, insulated lunch bags, packing pouch trios, kids backpacks, and curated gift bundles. The product portfolio spans materials including vegan leather, genuine leather, nylon, neoprene, canvas, corduroy, and weatherproof fabrics.

The brand's technical differentiation rests on proprietary organizational systems: multi-compartment layouts with insulated bottle holders and wipe-clean linings, universal stroller attachment mechanisms using fixed Velcro straps, and a versatile carrying architecture that supports backpack, messenger, shoulder, and stroller-clip configurations. The Triple Tote is explicitly engineered to transition into a work bag, signaling deliberate product design for extended lifecycle use beyond the baby years. All design, warehousing, and fulfillment operate from the Melbourne headquarters.

OiOi's revenue model is direct-to-consumer one-time purchase sales with no subscription component. Products are priced from $15.95 for accessories to $499.95 for premium genuine leather bags, with bundle pricing ranging from $321.96 to $375.96. Distribution occurs through two owned e-commerce storefronts (oioi.com.au for Australia, oioibaby.com for the US), a Melbourne showroom, and a network of authorized independent stockists globally, with international shipping available to over 150 countries. The company targets parents of infants and toddlers (primary), gift buyers, working parents, and traveling families, and has been recognized for five consecutive years as Australia's #1 rated nappy bag across multiple parenting awards including the 2024 Tell Me Baby People's Choice and Bounty Baby Awards.

Name

OiOi

Legal name

OiOi

Website

https://oioi.com.au

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

OiOi is an Australian family-owned premium baby brand designing and selling nappy bags, stroller accessories, and parenting products to parents of infants and toddlers worldwide through direct-to-consumer e-commerce and authorized retailers.

Ownership category

akta.pro rank

Product category

Diaper Bags and Parenting Accessories

NAICS

Luggage and Leather Goods Retailers (458320)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Backpacks & Travel Bags (CRAAAJAB)

akta.pro secondary industries

Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Diaper bags
• Nappy backpacks
• Pram accessories
• Stroller organizers
• Parenting accessories

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct product sales: OiOi generates revenue through direct-to-consumer sales of nappy bags, stroller accessories, change mats, insulated lunch bags, and gift bundles. Products are sold as one-time purchases with no recurring subscription component. The company offers various price points across material types and product categories.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

OiOi designs, manufactures, and sells premium nappy bags (diaper bags), backpacks, and parenting accessories including pram caddies, pram liners, 4-in-1 convertible footmuffs, change mat clutches, insulated lunch bags, and gift bundles. Products are made in a range of premium materials (vegan leather, genuine leather, nylon, neoprene, canvas, corduroy) with thoughtful organization systems and versatile carrying configurations. The company sells directly to consumers through its own Australian and US e-commerce sites, a Melbourne showroom, and a network of authorised stockists, with international shipping to over 150 countries.

Product overview

OiOi is an Australian family-owned baby product company (founded 1997) offering a unified portfolio of premium diaper/nappy bags and parenting accessories. The core product line centers on five main nappy bag styles: Signature Nappy Backpack (20L), Carry All Nappy Bag (22L), Multitasker Nappy Backpack (30L), Triple Tote (25L), and Mini Signature Backpack (13L). These are complemented by stroller/pram accessories including Pram Caddies, Pram Liners, and 4-in-1 Convertible Footmuffs. Organization accessories encompass Insulated Lunch Bags (Mini/Midi/Maxi sizes), Packing Pouch Trios, Wipes Cases, and Dummy Cases. Change Mat Clutches provide portable changing solutions. The company also offers curated Gift Bundles (First Time Parent, Baby & Toddler, Travel) and Kids Backpacks. All products emphasize premium materials including vegan leather, genuine leather, nylon, neoprene, canvas, and corduroy, with wipe-clean linings and thoughtful compartment design.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Nappy Backpack Australia's highest-rated nappy bag for five consecutive years, 20-litre capacity with padded backpack straps, wide opening, multiple pockets including two insulated bottle holders, wipe-clean lining, stroller straps, and included change mat, wet purse and bottle holder. Available in vegan leather, nylon, canvas, genuine leather, and neoprene.
• Carry All Nappy Bag The longest-running style in the OiOi range; 22-litre capacity with two spacious main compartments, 16 pockets, messenger-style wear, stroller straps, change mat, wet purse and bottle holder. Available in vegan leather or nylon.
• Multitasker Nappy Backpack The largest backpack in the collection, approximately 30L, designed for families with multiple children or parents who travel light. Features zip-top closure, two main compartments, and a luggage sleeve on the back. Available in vegan leather, neoprene, and weatherproof materials.
• Triple Tote Nappy Bag Structured, stylish nappy bag designed to transition into a work bag, approximately 25L with three zip-top compartments fitting nappies, bottles, snacks and a laptop.
• Mini Signature Nappy Backpack Compact version of the bestselling nappy backpack, approximately 13L, designed for quick errands and toddler parents. Includes stroller straps, change mat, wet purse and bottle holder. Available in vegan leather, nylon, or neoprene.
• Pram Caddies Stroller organiser bags available in Multitasker, Signature and Traveller variants; feature tough fixed Velcro straps for universal pram fit, removable partitions for customizable interior organization, and a convertible shoulder strap option.
• 4-in-1 Convertible Footmuff All-in-one comfort product that grows with baby, converting between a cosy footmuff, supportive pram liner, toddler seat liner, and cozy blanket. Available in the standard and Corduroy collections.
• Change Mat Clutches Portable change mats that fold out into padded mats with pockets for nappies and creams and a back zip pocket for keys and phone. Include removable straps for stroller or wrist attachment; water-resistant and wipe-clean.
• Insulated Lunch Bags Insulated cooler bags in Mini, Midi, and Maxi sizes, made from RPET recycled plastic bottles, designed to keep food at temperature with a mesh pocket for an ice pack.
• Gift Bundles Curated bundles including the First Time Parent Bundle (4 premium essentials), Baby & Toddler Bundle (5 premium essentials for 2 kids), Carry-On Travel Set (4 lightweight travel essentials), and Nappy Bag Organisation Kit.
• Kids Backpacks Backpacks designed for daycare, kinder and travel, available in the corduroy collection alongside everyday totes.
• Pram Liners Seat liners that protect strollers from spills and wear, machine washable or wipe-down, with reversible design for different climates, padded head support, and generous length.
• Packing Pouch Trio Set of three expandable water-resistant bags for compartmentalising nappy bag contents, available in various prints.
• Wipes Cases Clear hard case for storing wipes on the go; compact size fits 15-20 disposable wipes.
• Dummy Cases Pacifier cases to keep dummies clean and accessible, available in materials matching the core range.
• Waste Bag Dispensers Stylish dispensers for waste bags with secure clip attachment, designed to match the core material range.

Quantifiable outcome

• Over 100,000 families have trusted OiOi products
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor.

• Write To MeminorGTM or Marketing PartnerOiOi recommends Write To Me baby journals as a gift suggestion in their baby shower gift guide blog. The 'First Year of You' journal is promoted as a sentimental gift option for new parents.
• Andie & Ollie PhotographyminorGTM or Marketing PartnerOiOi works with Bianca from Andie & Ollie Photography for lifestyle product photography. Featured in maternity photoshoot recommendations for baby shower gifts.
• BodyICEminorGTM or Marketing PartnerOiOi recommends BodyICE woman's maternity care kits (ice packs for post-natal recovery) as a baby shower gift idea in their gift guide blog post.
• ilovemyhatsminorStrategic or Co-development PartnerOiOi collaborated with ilovemyhats to design the 'Mum Stuff Pouch' and 'I Love Being Mum' denim hat collection. Products are sold through OiOi's new arrivals and are co-designed products.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Herschel Supply Co. Herschel is a Canadian lifestyle bag brand with a broad backpack and travel bag portfolio, including parent-friendly styles. While not exclusively a baby brand, it overlaps with OiOi in the premium backpack/travel bag category and competes for the same design-conscious consumer wallet share.

Direct peers

• Petunia Pickle Bottom: Petunia Pickle Bottom designs premium, fashion-forward diaper bags and accessories with a focus on craftsmanship and style. It is a direct competitor to OiOi in the designer nappy bag space, serving affluent parents seeking aesthetics-forward functionality.
• Lily Jade: Lily Jade is a US-based brand specializing in premium leather and designer diaper bags, including convertible backpack-tote styles. It overlaps directly with OiOi's genuine leather and vegan leather product tiers and serves a similar affluent parent segment.
• Skip Hop: Skip Hop is a leading US-based brand specializing in premium diaper bags, backpacks, and parenting accessories. As a Carter's-owned brand, it competes directly with OiOi in the nappy bag category and serves similar parent demographics with comparable price points and feature-focused designs.
• Fawn Design: Fawn Design is an Australian-founded premium diaper bag brand with comparable positioning to OiOi, offering vegan leather and stylish backpacks targeting the same parent demographic in Australia and internationally. It is one of OiOi's closest home-market direct competitors.
• Storksak: Storksak is a UK-based premium baby bag brand offering designer changing bags and backpacks. It is comparable to OiOi in premium positioning, target customer, and product category focus on functional fashion for parents.
• Babymel: Babymel is a UK-based designer of stylish and functional baby bags, including backpacks, totes, and changing bags. It overlaps with OiOi in product category, target customer (parents of infants/toddlers), and premium DTC positioning.
• Ju-Ju-Be: Ju-Ju-Be is a US-based premium diaper bag and parent accessory brand known for fashionable prints and functional organization. Like OiOi, it targets style-conscious parents with backpacks, totes, and matching accessory ecosystems at premium price points.
• Tiba + Marl: Tiba + Marl is a UK-based designer of premium, modern diaper bags and changing backpacks with strong design credentials. It targets style-conscious parents at similar price points to OiOi and competes in the designer nappy bag niche internationally.

Emerging players

• BÉABA: BÉABA is a French premium baby products brand expanding across feeding, childcare, and accessories globally. While its core is feeding products, its growing accessory portfolio and premium positioning place it as an adjacent competitor in the broader premium parenting category where OiOi operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/oioi
• YouTubeyoutube.com/channel/UCL_BYd4GZEtwGORDbcHM41Q
• Facebookfacebook.com/OiOiAustralia
• LinkedInlinkedin.com/company/oioiglobal
• Instagraminstagram.com/oioi_global
• Pinterestpinterest.com.au/oioi
• TikToktiktok.com/@oioi_global

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 OiOi