We Like(d)
Meet Buyers From… Retailers In Australia 
Our community sincerely comes from around the world. Whether they attend our events or connect online via social media or our wholesale platform partner, OrderWizz, we love how each brings their unique perspective to the global discourse of the kids’ fashion and lifestyle industry. Following our interview this week with the New Zealand brand Nature Baby, we’re staying in Oceania as we meet retailers in Australia that are part of our community!
Though some have made the journey to our shows, these retailers in Australia largely participate in our digital community. We spoke with a few of these stores to learn about their universes, how Australian families shop, and what they associate Playtime with. Let’s head down under and meet retailers in Australia from our global community!
Freddie the Rat is a store born of a mother’s passion for kid’s fashion, her background in finance, and her desire for a creative outlet that would allow her to return to work while still spending plenty of time at home with her little ones. “We started in an online capacity in 2020,” Rozzie, the store’s founder, told us. “Twelve months later we opened our brick and mortar store. Today, we’re approaching our seventh year in business and shipping orders worldwide,” she continued. In-store and online, their customers find a wide range of sustainable brands with timeless, high quality pieces. With categories ranging from kidswear to toys, baby gifts, pretend play, and accessories, there’s a bit of everything in the curated offer.
Some of Rozzie’s favorite international and Australian brands right now are Bobo Choses, Konges Sløjd, The Campamento, Ziggy Zaza, and Juni. “We’re lucky that we can represent brands from all around the world,” she said. “We’re always open to trying new brands when they bring something different to the market. A fresh approach, thoughtful choice of prints, and sustainable fabrics contribute to making it right for the store,” Rozzie shared.
Freddie the Rat is a fully family-run business, with Rozzie taking care of the ordering, storefront, website, socials, and packing of online orders. “Everything is curated carefully and done with care,” she told us. “Each order is genuinely appreciated and hand-picked, wrapped, and sent with love. Supporting small businesses is so important,” Rozzie explained. The unique name is also a family story: the boutique is named after Rozzie’s son Knox, who was a cheeky little rat when he was little!
When it comes to the Australian kid’s market, Rozzie feels that the way parents shop for clothing has changed over the last few years. There’s been a shift in the clothes and brands they’re looking for, and cost of living pressures have also influenced their spending. “I think price and longevity are top priorities for parents in Australia right now,” Rozzie told us. “Many families are buying fewer, better pieces that last. They’re thinking more carefully about what they take home. They want pieces that will wash and wear beautifully, and that can be handed on to the next child,” she continued.
When she thinks of Playtime, Rozzie thinks of new connections with both brands and fellow store owners. Though she hasn’t been able to attend the physical events yet, she loves following along on our social media. “I love all the sneak peeks that give a glimpse of future collections. It’s always such a beautiful event that celebrates all things childhood,” she said.
Rozzie is also an active member on OrderWizz, where she is constantly on the lookout for brands that aren’t following trends, but offering something unique. “I’m a sucker for vintage or retro styles! I love brands that bring a little something different to the mix,” Rozzie told us.
“Sugarbabies is a small, family-owned baby, children’s, and dance boutique that has been part of the Traralgon community for over 30 years,” Amie, the customer turned owner, said. “I’ve always loved the store and what it means to local families. When I had the opportunity to take over, I couldn’t pass the chance to be part of its story up,” she explained.
One of the best parts of owning Sugarbabies for her is the connection with local families. “I love being able to help them find something special, whether for their own children, a new baby, or a gift for someone they love,” she told us. Sugarbabies has baby and children’s clothing from newborn through size 8, as well as shoes, accessories, gifts, baby essentials, and a special dancewear section that covers shoes, clothing, and accessories.
When considering the products for her store, Amie pays a lot of attention to what her customers are asking about. “If we’re constantly hearing about a brand or product, I know there’s a real demand for it,” she said. “From there, I look at the items themselves. I consider the quality, practicality, if it’s a little special, and if it’s something I’d genuinely want for my own kids,” Amie continued. For her, this combination is key. It’s not just about what’s popular, but what products Sugarbabies’ customers will love, use, and come back for.
Amie considers any gaps in her offer when she is thinking about adding new brands to the selection. “I don’t want to bring in a new brand that’s too similar to what we already have,” she explained. “If I love the product, think our customers will love it, and feel it fills a gap in our offer, then I’m definitely more likely to give it a try,” Amie said.
For Amie, one of the most important things about Sugarbabies is that she and her team genuinely care about their customers and their families. “We’re a small, local business, so we really get to know the families that shop with us,” she shared. “We’re here to help whether families choose to shop in-store or online. Behind the website and shop is a small team who sincerely loves what we do,” Amie continued.
Amie finds that Australian families look for quality, practical pieces when shopping for their kids. The weather plays a particularly influential role for them as well. “We see such a mix of weather, so breathable fabrics and practical pieces that work across the seasons are really important,” she told us. Amie has seen a lot of change in the kid’s market over the years. She’s observed that with all the choices available, especially online, customers are more likely to research brands and compare prices before making a purchase. She’s also seen families being more considerate overall when buying. “They still want beautiful things for their children, but there’s more of a focus on quality, practicality, and value for money,” Amie said.
At the same time, Amie is seeing a strong appetite for smaller Australian and independent labels, which she loves. “Customers are often looking for something a little different from what they can find at big retailers,” she explained.
Amie equates Playtime with new brands, inspiration, and the international kid’s market. “I love seeing the brands and collections showcased from around the world, and seeing what’s happening on the international stage,” she told us. When buying on OrderWizz, Amie loves finding brands that are different from what Sugarbabies already has. “I love discovering beautiful children’s products that are well-made, practical, and a little special,” she shared.
Buckets & Spades is a family-run, independent children’s store. They’ve been in business for 30 years, with the owner, Zlata, working alongside her mom, Alla, for 25 of those years. “We’re a family business, and we genuinely care about what we buy and sell,” Zlata said. “My mum still works alongside me, so between us we have decades of experience dressing kids. We know many of our customers, and in some cases we’re now dressing the next generation,” she shared.
The brands they carry have to feel special and have distinct personalities. “I want customers to walk into our store or shop online and feel inspired. Hopefully they’ll even discover something they haven’t come across yet,” Zlata told us. For her, creating this sense of discovery is really important, espeically in today’s market where there is so much choice. “I think that’s where an independent store can really stand out. We do the searching, the buying, and the editing, and bring it all together in our own way,” she explained.
Zlata and Alla are very selective about what they buy. Every brand needs to bring something to the store, whether that’s incredible colors, beautiful prints, quality, sustainability, or a great story. They stock a mix of European, Australian, and New Zealand brands in their playful, arty store. “I know my customer really well, so my buying is based on my instincts. Products need to catch my eye. I’m drawn to brands who are thoughtful about where and how they produce,” Zlata said. She loves discovering new brands and introducing them to her customers. “The market has become very saturated, so I don’t want to stock something just because everyone else has it,” she explained.
The offer at Buckets & Spades covers everything from clothing, shoes, and accessories to swimwear, sleepwear, gifts, and toys for newborns through teens. Zlata and her mother have really grown their selection for older kids and teens, as they’ve observed this age group can be difficult to shop for.
Zlata finds that the climate and lifestyle largely influence the shopping habits of Australian families. “Australian kids live quite casually, and they spend a lot of time outdoors. Clothes need to be comfortable and practical, but parents still want them to look good,” she said. Layering is also key because the weather can change quickly, while helps them adapt their buying to the opposite seasons in Europe.
Zlata has seen a lot of change in the Australian children’s market over the past few years. With so much choice and noise, she finds it important to stand out. “For us, that means going back to what independent boutiques do best – having a strong point of view, curating carefully, and choosing brands with personality,” she told us. She’s made her buying more selective so that Buckets & Spades can be a place to discover brands and pieces that feel considered, interesting, and special.
While she hasn’t had the chance to visit Playtime in person yet, Zlata is hoping to attend the Summer 2027 edition. “I’m excited to discover emerging brands and finally meet some of the people behind the brands I’ve stocked for years,” she shared. In the meantime, she loves finding independent international brands on OrderWizz that aren’t widely available in Australia. “I’m always looking for great colors, interesting prints, and strong identities,” Zlata told us. “I’m also interested in discovering more teen products because I think there’s still a gap in that market,” she continued.
Classic, European, and timeless, Emmerson is dedicated to clothing, accessories, gifting, and toys for newborns to two year olds. Founded by a mother and daughter, Lisa and Hayley, they are the beating hearts of this family-run business. “There isn’t any staff, so when you visit our boutique it’s always me or my mum there to welcome you,” Hayley said. “We personally select everything we stock. We want our customers to feel the same level of care whether they’re choosing their baby’s first outfit, finding a gift for a new arrival, or discovering something lovely for every day,” she continued.
Emmerson offers a strong sense of discovery and the experience of a luxury boutique, while remaining personal and welcoming. By specializing in the specific age group, they’re able to keep their collection very focused. They can also better understand what special pieces families are looking for during those first years. “For us, it starts with quality and fabrication. We’re naturally drawn to beautiful cottons, wool, cashmere, and other natural fibers, as well as classic silhouettes and thoughtful details,” Hayley explained. “It needs to feel special without being reserved for special occasions,” she said.
When considering new brands for their offer, there needs to be a clear point of difference for Hayley and Lisa. “We are always looking for brands that bring something new to Emmerson, while still feeling cohesive with our existing collections,” Hayley shared. The story behind the brand, the quality and consistency, and the relationship they can build with the people behind it are key. Hayley and Lisa also love finding brands that have strong followings overseas but that are still relatively undiscovered in Australia. “Introducing something genuinely new to our customers is really exciting for us,” Hayley said.
The opposite seasons can be a challenge for many retailers in Australia. This played a big role in Hayley and Lisa’s decision to specialize in newborns to two year olds. “With babies, families are often shopping several months ahead, whether preparing for their own arrival or buying gifts, so this makes the international model work more naturally for us,” Hayley explained.
The climate plays an influential role in how Australian families shop. With relatively mild seasons in many areas of the country, versatility and layering are key. “Australian families tend to have a relaxed approach to dressing, even when they appreciate traditional or European design,” Hayley told us. “We find our customers want beautiful pieces that still feel practical and wearable, rather than overly formal,” she continued. Hayley has seen the Australian children’s market become much more design conscious and internationally aware. “Social media and easier access to international brands have changed what customers are exposed to. Parents are increasingly looking beyond what has traditionally been available locally,” Hayley said. She’s also observed a growing appreciation for quality over quantity.
For Hayley, Playtime is all about connection. It was the very first trade show she and Lisa visited, and their experience was invaluable. “Playtime New York gave us the opportunity to meet international brands face-to-face, introduce ourselves, and begin building those relationships,” Hayley explained. “We later traveled to Playtime Paris, and it has continued to be such an important connection to the international children’s industry for us. Being based in Australia, it gives us the chance to meet people behind the brands and see what is happening overseas,” she continued.
Hayley is always excited to discover beautifully made European babywear and nursery brands on OrderWizz. For her and Lisa, smaller indpendent labesl with strong identities always stand out.
Focused on curated, considered pieces that are made to last, meet the children’s store Goldies! Founded by a mother of two, Elly, the store brings together small kid’s clothing brands she loves and a thoughtful selection of books, gifts, and some adult accessories. “We wanted to create a fun space to be in. A space that draws you in with pieces that speak to your personality,” Elly told us.
Fun and considered, yet elevated, Goldies is all about quality and functionality. When curating her offer, Elly often selects pieces families aren’t likely to see elsewhere. She loves mixing patterns, and doesn’t shy away from bold prints. “We have done the curating for you at Goldies! We really do our best to focus on quality, functionality, and pieces that can be worn and loved,” she said.
Elly opened Goldies to bring a physical store presence to her local community. She wanted to offer a space for the amazing kid’s brands she found popping up online to be introduced. In addition to supporting local brands, Elly loves The Campamento for its bold styles.
When it comes to the typical Australian customer, Elly has observed that pieces that grow with children are particularly interesting. “There is a desire for ease and durability. Nothing is too precious, but it can still feel really special,” she explained.
What comes to mind when Elly thinks of Playtime is independent, fun kidswear from around the world. She loves working on OrderWizz to do her buying. “OrderWizz really makes life easier by having one platform to browse on,” Elly told us.
Little French Heart is a French-inspired children’s and lifestyle boutique. Founded by Kim in 2012, she wanted to celebrate her love of France, beautiful craftsmanship, and the poetry of childhood through her store. “We bring together special pieces from around the world that feel timeless, artful, and made to be remembered,” she explained.
Across the categories of children’s clothing, baby gifts, toys, decor, and a growing collection of vintage and antique treasures, the offer at Little French Heart is poetic and nostalgic. “Everything is chosen to sit naturally within the Little French Heart world,” Kim told us. “I love discovering brands that aren’t simply following a trend, but creating their own universe. Beautiful imagery often catches my attention,” she continued.
Little French Heart is very personal, with an exceptional level of service. “We are an independent Australian business. Every collection and every piece is chosen with care,” Kim shared. “Many of our customers have been with us since their children were babies. That sense of connection and trust means a great deal to me,” she said.
Kim has observed that the Australian climate and lifestyle impact the way families shop. “Our seasons are opposite to Europe, so we need collections that can transition beautifully across climate and seasons,” she explained. Australian families also have a relaxed approach to dressing. According to Kim, they want pieces that are beautiful and special, but that children can genuinely live, play, and move in. The market has become challenging as parents have gained access to more international brands and trends through social media. This, paired with the cost of living, have resulted in more considered purchases.
When shopping digital marketplaces like OrderWizz, Kim looks for beautifully considered brands that feel different. Clothing, toys, textiles, and accessories with a strong sense of craftsmanship and storytelling particularly standout for her.
Kim thinks of discovery and creativity when she thinks of Playtime, and last summer she was able to visit our Paris event. “I loved the experience. There is an energy you simply can’t recreate online,” she shared. “For a buyer, there is something special about stepping away from the screen to experience the collections in person and meet the people who create them,” Kim continued. There were beautiful collections, unexpected discoveries, and conversations with people from around the world who share her love of design and childhood. “I came home feeling inspired. I was reminded of why I started Little French Heart in the first place,” Kim told us.
Playful, curated, and magical, Bill’s Store is owned by a mother of four, Tess. They specialize in quality, well-made children’s products including clothing, toys, and accessories. “We work really hard to source special pieces that aren’t widely available. We want families to be able to find something a little special and different,” Tess explained. The range in Bill’s Store covers newborns through bigger kids, and even a few treats for adults that are kids at heart!
“I only stock products that I would happily buy for my own family,” Tess shared. “I love toys and clothing that can grow with children, and special pieces that can be treasured for years and handed down,” she continued. Having four children in different stages herself really shapes how Tess buys. She sees what keeps little minds happy and busy at every age firsthand. This helps her choose products she knows families will truly love and use.
Tess loves supporting brands that share her values. She looks for unique products that kids will love just as much as the people who buy them. “I’m always excited to discover small, independent brands, especially those with a real focus on sustainability,” Tess said. “Bill’s is a true family business. We have a wonderful team that helps create the magic, and I’m really passionate about creating a special shopping experience,” she continued. She and the Bill’s Store team want their customers to feel the magic and nostalgia of childhood when they shop there.
When buying, Tess keeps the opposite seasons with European brands in mind, though it rarely changes what she orders. “If I really love a piece I will include it in our order knowing that it will find its place with the right family,” she explained. She told us why they try to cater to a wide range of needs rather than focusing on one specific season or style.
The Australian market is constantly changing. Tess has been through both highs and lows, notably with a rise in costs for small businesses like hers recently. But, she’s also noticed more and more customers choosing sustainable, long-lasting products, which makes her happy. “The support and trust of our customers who back what we have created is what keeps our business going,” she said.
Visiting a Playtime event remains high on her list of business goals. Tess hopes to be able to achieve it one day, because the brands that showcase there really resonate with what Bill’s Store values: they’re playful, unique, and thoughtfully made.
On OrderWizz, Tess loves finding brands that fill a gap in what they already offer. “There are so many creative minds out there. It’s always exciting to discover a brand bringing something fun and new to the market,” she shared.
An online shop born from the big dreams and everyday chaos of motherhood, meet Olive and August! Inspired by the founder, Sarah’s, journey through pregnancy, postpartum, and life with two boys, the offer is intentional and lasting. Every piece is personally chosen with love. Sarah focuses on soft neutral tones, natural materials, and timeless designs that can be cherished and handed down. She only stocks brands she truly believes in. They are thoughtfully made, ethically produced, and created by people who care about families and the planet.
Canterbury Kids is a boutique dedicated to taking the guesswork out of shopping for special little someones. The perfect destination for all things kids, their selection has only the best quality products. With an amazing range of clothes, toys, and gift ideas, they make shopping easy. Their dedicated team in-store and recently refreshed website keep Canterbury Kids ready to make shopping with babies, kids, and teens more enjoyable for everyone.
An Australian gift shop by the sea, Little Cove is cozy and colorful! It’s a little treasure trove of unique gifts, clothing, baby and kid’s toys, and home goods. They stock mostly Sunshine Coast and Australian brands, as well as a selection of international labels. Across all categories their selection focuses on products that are socially conscious. They want to protect the beautiful area that they live in so that it can be enjoyed by locals and tourists for generations to come. A great souvenir shop and a resource for locals in search of beautiful gifts, Little Cove has something for everyone.
We are so grateful to have these wonderful retailers in Australia as part of our community! Attending our events and buying year round on OrderWizz, they are part of what makes our community so special.
This season, we’ve updated our exhibitor list so that verified buyers can connect with brands they love directly through our website. Simply click on the page of any exhibitor on our list to chat, learn more, and preview their universe. In addition to plenty of new filters to better help you prepare your season, this tool means that, whether or not you can attend the shows in person, you can connect with our expertly curated selection. Click here to see the Paris brand list and here for New York.
