17/03/2026
When you’re starting a brand in a saturated market - here’s what to do 👇
I’ve been a follower and fan of rosin ( ) for a while. She shares relatable mum/home content on Instagram. 💞 Late last year she revealed her and her husband had been working on building a children’s wear brand.
The launch of BYGEE has been incredibly successful one from a marketing perspective (and clearly from a business point of view) with stock selling out, pre-orders being taken, and the following she’s built.
I ordered a bunch of clothes for my eldest daughter (she loves butter), so the Butter Boxy Tee and the matching Butter Cap I knew would be perfect!
Here’s a few things that caught our eye as to why we think they’ve had the success they have:
📖 Founder storytelling: Rosin has cleverly being documenting behind the scenes so when it came to relaunch she shared a “build it with me” storyline. This helped create instant relatability, intrigue, FOMO, interest and also trust - bringing community along with the ride.
🎓Education: Right from the start there were videos shared to educate consumers on sustainable and ethical manufacturing, the brand values, education around “quality” - and what that means for their brand & ultimately price point.
💖Community first: by focusing on building a Facebook community (with a focus on second hand clothes & leaning into sustainability, sharing washing/ caring tips as well as brand updates, it’s a clever move from the team with also a focus on community driven PR rather than gifting influencers for the sake of it (the brand didn’t need a big gifting focus from the start thanks to word of mouth & community support)!
📊Marketing: a $200 gift voucher competition really helped drive vitality - by liking, tagging a friend AND signing up to the waitlist it was a win win scenario (building an OWNED list to remarket to at launch)
Congratulations Roisin & Zac on the launch of your label. You should be so proud! 👏
