By Billie

What By Billie does

By Billie is an Australian privately held direct-to-consumer apparel retailer, operating as By Billie PTY LTD under the laws of New South Wales and headquartered in Crescent Head, NSW, Australia. Founded in 2018, the company sells women's clothing, kidswear, baby clothing, and accessories — most notably its viral signature product, the By Billie Baby Bag — through an e-commerce storefront built on Shopify. The product range spans tops, bottoms, knitwear, outerwear, dresses, swimwear, and baby accessories, priced in AUD with international shipping enabled across dozens of countries in multiple currencies (AUD, USD, GBP, EUR, and others). Customer segments are horizontal and consumer-only: women seeking everyday fashion, parents purchasing kidswear (sizes 3 months to 10+ years), and new parents purchasing baby bags and accessories.

The company's go-to-market is primarily DTC via its Shopify storefront, supplemented by a wholesale program that invites retailers to stock products through [email protected]. Distribution is fulfilled from Australia; international customers bear customs duties and taxes. Marketing is predominantly organic and owned: an email newsletter offering 10% off first order and exclusive early access to collection drops, supported by customer reviews and word-of-mouth amplified by viral social media demand for the Baby Bag. Pricing is unit-based across women's ($40-$220 AUD), kids, and gift cards, with some items marked final sale. Tech stack is intentionally lean: Shopify for commerce and standard Shopify ecosystem integrations (American Express, Apple Pay, Google Pay, Mastercard, PayPal, Shop Pay, Union Pay, Visa); no proprietary features, app, API, or disclosed AI capabilities are in evidence. Operational scale signals point to a small team (11-50 employees) currently capacity-constrained, as the site publicly notes shipping times are longer than usual due to high order volume. Ownership is private with no disclosed external investors, parent company, or venture capital backing per available sources.

Name

By Billie

Legal name

By Billie PTY LTD

Website

https://bybillie.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

By Billie is an Australian direct-to-consumer apparel retailer selling women's, kids', and baby clothing — including its viral Baby Bag — through a Shopify e-commerce storefront, targeting style-conscious women, parents, and new parents domestically and internationally.

Ownership category

akta.pro rank

Product category

Women's and Kids' Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

akta.pro secondary industries

Kids’ & Baby Apparel Retail (CRAAABAD), Children’s, Baby & Maternity Apparel Brands (CRAAAAAG), Toddler Apparel (2T–5T) (CRAAAHAB), Kids Apparel (5–12) (CRAAAHAC)

Keywords

• Women's apparel
• Kids clothing
• Baby accessories
• Direct-to-consumer fashion
• Online apparel retail

Headquarters

HQ city

Crescent Head

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Revenue generated from direct-to-consumer online sales of women's clothing, kidswear, baby products, and accessories through the company's e-commerce storefront. Customers purchase individual items at set price points with one-time payment.
2. Wholesale Distribution: Revenue generated from selling products in bulk to retail stockists who resell to end consumers. The company invites interested retailers to contact [email protected] to stock their products.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

By Billie designs and sells women's, kids', and baby apparel and accessories direct-to-consumer through its Shopify storefront at bybillie.com.au. The assortment spans women's tops, bottoms, knitwear, outerwear, and dresses; kids' clothing from 3 months to 10+ years including tops, bottoms, dresses, overalls, and swimwear; and signature baby accessories such as the viral By Billie Baby Bag. The brand also accepts wholesale orders from retailers interested in stocking its products.

Product overview

By Billie is an Australian fashion retailer operating on a single unified e-commerce platform (Shopify) offering a focused product portfolio of women's apparel, children's clothing (Kids & Baby), and accessories. The product range includes tops, bottoms, knitwear, outwear, dresses, swimwear, and the signature By Billie Baby Bag. The company also offers gift cards and a wholesale program for retailers. The women's line features products like Bead tank, Celine shirt, Thelma cami, Sophie dress, Rib tank, Luella kimono, and Stripe knit skirts. The kids' line includes Fringe pants and various separates. The brand emphasizes soft, comfortable fabrics and timeless designs suitable for everyday wear.

Differentiator

Problem solved

Functional benefit

Products and services

• By Billie Baby Bag Thoughtfully designed and beautifully made baby bag marketed as suitable for everyday use, with pockets and machine-washable fabric; positioned as a viral signature product for new parents.
• Womenswear Women's clothing assortment including tops, bottoms, knitwear, outerwear, and dresses; categories span New arrivals, Tops, Bottoms, Knitwear + Outerwear, and Last Chance. Items include Bead tank ($40-$85 AUD), Celine shirt ($100-$160 AUD), and knitwear ($148-$220 AUD).
• Kids & Baby Clothing Children's clothing spanning sizes from 3-6 months through 10+ years, including tops, bottoms, dresses, overalls, swimwear, and baby accessories (e.g., Fringe pants at $68 AUD, shorts $25-$80 AUD).
• Baby Accessories Accessories for babies including the signature By Billie Baby Bag and related products, designed to be functional and machine-washable.
• Gift Card Digital gift cards available for purchase in various denominations to be used across the By Billie storefront for gifting purposes.
• Knitwear + Outerwear Collection Knitted garments and outerwear including sweaters, cardigans, knit shorts, and blazers; products include Sienna knit, Isabel knit, Rumer knit shorts, and The Charlotte blazer.
• Last Chance Women's Collection Sale items for women's clothing including tanks, shirts, camisoles, dresses, skirts, hoodies, and kimonos at discounted prices; some items are marked as final sale with no returns or exchanges.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Regional players

• The Memo: Australian curated baby and parenting retailer where By Billie Baby Bags are stocked (referenced in customer reviews). A relevant wholesale channel and direct comparable in the new-parent segment.

Direct peers

• Cotton On Kids: Australian-founded apparel retailer with a dedicated kids line spanning baby through to older children. Comparable to By Billie's kids & baby apparel segment and shares the Australian DTC/retail customer base.
• Adairs Kids: Australian home and kids apparel retailer. Overlaps with By Billie's kidswear segment and shares the Australian DTC customer base.
• Seed Heritage: Australian premium kids and baby apparel brand with both womenswear and childrenswear offerings. Closely comparable to By Billie in product mix, design sensibility, and customer demographic.
• Bonds: Iconic Australian apparel brand selling everyday basics across women's, men's, and kids categories. Comparable on multi-generational apparel focus and Australian brand positioning.
• Baby Bunting: Australia's largest specialty baby products retailer. Comparable on the new-parent / baby bag side of By Billie's business and a likely channel partner for the wholesale program.

Broad incumbents

• Kmart Australia (Anko): Australian mass-market retailer with extensive kids and baby apparel under the Anko brand. Competes on price at the value end of the kidswear category where By Billie is priced higher.
• Zara Kids: Global apparel retailer with a kids offering. Competes with By Billie on trend-driven womenswear and childrenswear, particularly in international markets where By Billie is already shipping.
• Country Road: Established Australian fashion retailer with women's, men's, and children's apparel. Overlaps with By Billie on quality-conscious womenswear but operates at much larger scale with a broader portfolio.
• H&M Kids: Global fast-fashion retailer with a dedicated kids and baby line. Competes with By Billie on price and breadth in the kidswear category, though at a different price point.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/by-billie

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 By Billie