4 days Ago By Lauren Ironmonger
Asked if they see themselves as a Millennial brand, Phoebe Simmonds, 37, and Kate Casey, 39, co-founders of The Memo, are surprised but ultimately agree. “We are Millennials, and our customers are Millennials. We are them, and so we understand what she needs.
We’ve been very deliberate in meeting those needs,” says Simmonds. If ever there was a brand that epitomised the Millennial mum, The Memo would be it. Founded in 2019, it’s characterised by stylish branding and a human approach to parenting, with the personal experiences of Casey and Simmonds at the forefront.
They want every parent’s shopping experience to be judgment-free and say no knowledge is assumed. The Memo founders Phoebe Simmonds (left) and Kate Casey. Credit: Simon Shiff “We know the challenges of a colicky baby .
.. we know what it’s like to experience postnatal depression, anxiety, our hair falling out, prolapse,” says Simmonds.
Millennials, aged 28-43, comprise the largest proportion of new parents in Australia. Having come of age in uncertain economic times with shifting definitions of feminism, Millennials are more discerning and cynical than ever – especially when it comes to their kids. Loading Casey and Simmonds worked in the fashion and beauty industry before starting The Memo, which is abundantly evident in the brand’s slick image.
Speaking to this masthead in 2022 , Casey said she envisioned The Memo as a beauty retailer like Mecca but for mums. The brand’s name speaks to its origins. When Casey had her first child, she was overwhelmed by the sheer number of options on the market for new parents and by big-box retailers who spoke down to her.
A friend shared a spreadsheet of must-have items and the idea for The Memo grew from there. This spring, The Memo will open its first Sydney store in Westfield Bondi Junction in an opportunity for the brand to meet many of its online customers in person..
