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Our Founder

Babychic Designer & Founder - Lauren Southern


Lauren, has a vast background in FMCG product development and has managed large brands for SunRice Australia, Heinz Uk, Johnson & Johnson Uk and Dairy Crest (Uk’s largest dairy company). She has developed and marketed many products that you see on the supermarket shelves today.


Lauren gained real insight into how parents think and feel after working for one of the world’s largest baby food brands Heinz. Now with two tiny tots of her own, Lauren has an in depth understanding of the nursery and baby market and can deliver innovative products that are not only functional but also allow mums and dads to stand out in the crowd when out-&-about with bub.


Lauren always envisioned creating her own products and brand identity. It was only after returning home from the UK to Australia to start a family she stumbled across her unique business idea... and hence decided to launch Babychic Designs. You can read more about our 'ah ha' moment here.


Babychic Designs was launched in 2010 and is a premium designer brand that specialises in turning prams from ordinary to extraordinary! Babychic Designs now designs and manufacture a unique range of chic pram accessories that allow mums to have the designer pram they have always wanted. Babychic Designs can now be found in over 100 retail outlets including Baby Bunting and Bubs Baby Stores along with a number of online stores. For more information on where to buy our products please visit our stockists page.


Sharing & Collobrating - Making a change in the Industry


It is on the 'Babychic' journey that Lauren networked with many other like minded brands. Lauren became passionate about other small Australian brands that were created by other Australian mums. She found that during many conversations, many brands were making the same costly mistakes that Lauren had learnt and made during her brand development. She thought there had to be a better way, a way where we could all support each other, not make the same mistakes and spread the marketing dollar further. It is during this time she found 'Brand Together Co-op'.


Brand Together is a collaboration of innovative and award-winning Australian brands in the Baby, Kids, Homeware and Maternity market. Brand Together Australia was founded in February 2013, it is a place where brand owners can work collaboratively, share business costs to make marketing spend go further, gain greater marketing exposure and generate market leading insights by sharing knowledge and what we have learnt. Brand Together’s aim is to be a place where other smaller brands can share ideas, have mentoring support and participate in group marketing activities to spread the marketing dollar further. 'Brand Together Co-op' is made up of eleven up and coming Aussie brands. 



Going Global


Whilst supporting her husband in the UK, Lauren investigated many options to take the ‘Babychic’ brand global. She looked into many options and decided to launch Chic Brands Australia. Chic Brands Australia is the umbrella business that brings the hottest and latest up & coming Australian brands to mums the world over. Chic Brands Australia now has offices in Hong Kong to service the Asian markets and in the UK to service the UK and Europe! 



Lauren has also helped and supported many emerging 'hand made' Australian brands take their manufacturing off shore and is always looking for ways to think outside the box and challenge the 'normal' ways of doing things to get best outcomes for brand owners.


Professionally Connect


If you would like to collobrate on a project or have a question that you think Lauren might be able to help with please feel free to pop her through an email to lauren@babychic.com.au or feel free to connect through 'Linked In' below.


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