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The Memo has secured a $20 million investment to accelerate its national expansion, after being featured in the AFR for redefining how modern parents shop for pregnancy,
Online Brands Group is proud to celebrate portfolio company The Memo being featured in The Australian Financial Review, following the announcement of its recent $20 million minority investment from Pier 12 Capital.
Founded in 2019 by Phoebe Simmonds and Kate Casey, The Memo has rapidly reshaped Australia’s parenting retail landscape. What began as a frustrated response to outdated, overwhelming baby-product stores has evolved into a high-growth, experience-driven brand serving a new generation of modern parents. Their deliberately honest, unfiltered approach to pregnancy, birth and postpartum care has struck a powerful chord with customers and investors alike.
The AFR story highlights how The Memo’s founders have brought luxury-retail thinking into the parenting category. With backgrounds at LVMH and Mecca Brands, Simmonds and Casey have built a customer experience centred on empathy, education and support. Staff are trained to connect with parents within seconds of entering a store — not with a sales pitch, but with an understanding of the day they’re having. That philosophy has helped drive 40% year-on-year revenue growth and thousands of highly loyal customers.
The new capital will enable The Memo to accelerate its national retail rollout. With four stores currently operating, the team will expand into Perth, Brisbane’s Fortitude Valley and Mosman in Sydney in 2025. As highlighted in the AFR, customers are already travelling significant distances to visit The Memo’s stores, underscoring the strength of the brand and the unmet demand in key markets.
Pier 12 Capital’s backing reflects growing investor confidence in the category, with Executive Director Laz Siapantas noting The Memo’s “strong, dynamic leadership” and its clear potential to lead the market in pregnancy, postpartum and early parenting.
Alongside its retail expansion, The Memo is also building out its owned-brand portfolio. Its postpartum skincare line, Due, launched last year and will soon move into wholesale channels, with international markets in sight.
At Online Brands Group, we back founders reshaping categories with brand, product and experience excellence. The Memo continues to exemplify that standard — redefining what modern parents expect, and setting a new benchmark for the industry.
