After taking Melbourne’s baby industry by storm, the Millennial favourite is set to open its first Sydney store next month.
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.
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.Casey and Simmonds worked in the fashion and beauty industry before starting The Memo, which is abundantly evident in the brand’s slick image., Casey said she envisioned The Memo as a beauty retailer like Mecca but for mums.
Francesca Reid, a 31-year-old new mum from the northern beaches, felt a similar confusion when preparing for her daughter, Charlotte. While The Memo’s offerings put them in the leagues of other big players like Baby Bunting, don’t make the mistake of calling them a baby retailer. Katrina McCarter, a business strategist, speaker and author, says Generation Y are characterised by having high expectations, being well researched and valuing authenticity.
They are more likely to work than previous generations of mothers but are more likely to feel stressed or unsupported.
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