During her pregnancy in 2019, Margaret O’Shea was faced with the expense and environmental reality that came with purchasing nappies. When seeking a more sustainable alternative, it became clear there was nothing available for under $35 per nappy – a price point that wouldn’t be a viable option for many families.
Driven to provide parents like her with an affordable option that would be as gentle on the skin as it is on the environment, Margaret founded Nappy Box Co a few months later – a simple and cost-effective cloth nappy brand on a mission to minimise single-use nappies and wipes.
With limited reusable nappies made in Australia, Nappy Box Co started its journey by stocking international brand Alvababy to build a customer base and brand familiarity.
“We began selling the brand Alvababy on Facebook Marketplace while we were trying to find our feet. Simultaneously, we were developing our own brand of nappies Lulu & Finn, with a goal to make cloth nappies affordable, gimmick-free, and straightforward,” says Margaret.
With three children in tow, Margaret and her husband spent their nights clearing space in their living room for stock and packing orders at the dining table to be shipped the next morning.
“After distributing Alvababy and Lulu & Finn, we then launched the Colmena range, partnering with ABC to print children’s TV show characters like Play School and Bananas in Pyjamas onto our nappies.”
Off the back of Colmena’s success, Nappy Box Co landed on Catch.com.au in late 2020. Now in its third year of business, the brand is proud of its success in converting so many Aussies from disposable to cloth nappies, and the impact it has on parents, babies and the planet combined.
“Just one cloth nappy can substitute up to 1000 disposables. Through our calculations, we’ve saved approximately 40 million nappies from ending up in landfill,” says Margaret.
Catch.com.au as a marketplace platform provided a launchpad to catapult their business throughout the COVID-19 period, and now generates 20 per cent of their overall revenue.
Margaret says she tried and tested multiple marketplace platforms, but Catch is number one – and for good reason.
“Catch is a seamless marketplace, and it helps that we like to shop there too! Simplicity is key for parents – whether they’re buying or selling – and the user experience on the platform means as the business grows, we have added support from the Catch team to reach our goals,” she says.
General Manager of Marketplace at Catch, Steve Traplin, says brands that ease buying pressure for parents are integral to their core audience.
“Through our research, we know mothers do the bulk of their family’s shopping, and it’s our role to ease the mental load of deciphering between products by offering premium, trustworthy brands that make buying simple,” he says.
“As the cost of living rises and sustainability is front of mind for consumers, we’re noticing a shift in necessity purchases. During the COVID-19 period, there was a concern for nappy shortages, and now, in difficult economic times, parents are seeking reliable and affordable solutions, which is always our core focus.”
Starting as a husband and wife home operation, Nappy Box Co now has an entire warehouse of stock with three additional team members and their best-selling Lulu & Finn range has more than 300 prints to choose from.
“While many initially fear the cloth nappy, our sales are showing there’s increasing curiosity and demand for these products. Though I do have many people ask ‘Isn’t it messy!?’ – really, the washing machine does most of the work for you. It’s exactly the same as disposables, just better for the environment and your wallet,” says Margaret.
