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New Baby? Feel Good. Expect Joy. The Memo.

Tags: baby memo kate

This is a Guest Post.

Having a Baby, it’s a big deal. Emotions run high. Change is imminent. Advice is EVERYWHERE. Stuff is

needed. But not as much as you might think. Or at least are told to think by Australian baby industry which is
currently worth over one billion dollars and growing at 11% YOY.
This is what Kate Casey, co-founder of the memo, mother and former buyer for some of the worlds biggest
retailers, found when she began preparing for life with a newborn. The chaotic marketplace and consistent
information overload left her feeling (even more) overwhelmed and with just one question – what do I actually
Using her buying prowess, Kate was able to cut through the noise and create an edit of simply the best baby
products from the brightest brands. The list was a fast hit among her time-poor friends, but there was still no
one place to get it all. Seeing the necessity, Kate joined Phoebe Simmonds, founder of The BLOW and
former LVMH brand exec, to create such a place – the memo was born.
Kate says, ‘the current retail experience in the baby space is confusing, time consuming and incredibly
overwhelming. Most expectant parents rely on their friends for the best advice. I wanted to create a place
where new mums and dads felt good about building a happy home life with their baby, with the trust of a
close friend and credibility of an industry insider. The memo is a highly considered edit of covetable and
helpful products that exist to make life easier for new parents’. From a $7 Sudocreme Nappy Rash Balm to a
$1300 Leander Cot, the site sells the best of the best to help streamline your baby buying decisions, cut
through the noise and deliver a feel good experience that is simple and direct, delivered straight to your door.
Phoebe continues ‘when Kate first shared her idea with me, not being a parent myself I couldn’t believe how
this industry was being marketed. Bumps, cooing babies, heavy discounting and unattainable ‘boho-chic’
crowds the space and I noticed a lack of focus on the needs or concerns of the actual parent. The style is
often unsophisticated and the tone can be patronising. Pair that with way too much choice (and opinions)
leads to many expectant parents feeling jaded and confused by the whole process. Our customer gets
weekly blow drys, goes to pilates and shops on Net-A-Porter. Yet before the memo, when she became
pregnant, all of a sudden she’s marketed to in a completely infantile and off putting way- the options are
endless but unclear. Life is already changing so much, we wanted to deliver an experience that was feel
good and left her feeling the same person- in control, just more invincible’.
To make things even easier, the memo also helps the customer journey by sharing twelve essential lists,
one for each area of maternity and newborn life, for expecting parents to download and shop from. The lists
are strictly essentials, think, says Simmonds, ‘everything you need, and nothing you don’t. Not a wipe
warmer in sight! No crap, no clutter, just the items you’ll need, use and love everyday that will help make
your life a little easier with a newborn’.
Shop the curated edit now, from trusted and most loved brands Haakaa, Leander, Baby Bjorn, Love to
Dream, Liewood, Charlie Crane, Little Wiwa, Wilson and Frenchy, Nature Baby and Juem at

The post New Baby? Feel Good. Expect Joy. The Memo. appeared first on Julie Anne Longano | All or Nothing.

This post first appeared on Julie Anne Longano | All Or NothingJulie Anne Long, please read the originial post: here

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New Baby? Feel Good. Expect Joy. The Memo.


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