BABYBOO, an Australian ecommerce juggernaut with a global reputation that sells to customers in 145 countries, is part of the radical new breed of disruptors in the fashion-tech sphere. When Argylica Conditsis first launched her brand from her bedroom with $1000 she’d saved from her job at Pizza Hut, little did she realise she was sitting on a burgeoning multimillion-dollar global business destined for success. Then, a fresh-faced and determined 17-year-old from Baulkham Hills, today, Argylica (now 29), has turned that initial investment into a highly profitable global fashion empire that more than doubles its revenue year on year (135%+) with industry-leading growth and no external funding.

Built from the ground-up alongside her brother, William Conditsis (27), BABYBOO is one of Australia’s fastest growing tech companies with three global teams, 45 employees, 1.5M social media followers and company valuation of over $60M. Uniquely positioned in the fashion e-commerce space, each BABYBOO collection takes 6-8 months to create, from the first sketch to the final stitch. Designed in Australia with an extensive range of women’s clothing and accessories that resonates with a global audience, BABYBOO have cemented themself as a millennial and Gen Y phenomenon with cult-like appeal.

“When I started BABYBOO, I had no prior experience in the e-commerce or fashion industries, zero funding, zero business or corporate experience, no connections, no mentors, no social media followers, no capital; I was hungry, passionate…and perhaps a little naive,” says Argylica Conditsis. “However, I’ve always had a creative personality and always loved fashion and think one of the greatest skills in the 21st century is determination, thinking big and acting bold.”

Nurturing and leading a multimillion-dollar company at such a young age has had its challenges, but it’s an attribute that’s been crucial to BABYBOO’s skyrocket success. Proving there’s tremendous power when two leaders take charge, Argylica and William both have extremely hands-on roles within the daily operations, each playing a crucial part in the company’s innovation, growth and success, setting them decades ahead of their competitors while amassing a net worth in excess of $40M.

“As a young, female entrepreneur I am fiercely independent-minded and innovative, however all my decisions are guided by the BABYBOO community. The culture we’ve cultivated has a shared purpose among its members, and what I’ve learnt is to constantly listen and learn from these people and adapt, be it our team or our customers. At BABYBOO, we don’t just see ourselves as a website where you come to buy a dress – we see ourselves as a brand that fulfills aspirations. Our obsession with achieving this is clear on paper – what we used to turnover in a year we achieve in a month,” says Argylica.

With the goal of using their platform to pay it forward and inspire women and girls all around the world to do great things, disrupt and be confident, BABYBOO’s weapon for its extraordinary victory is optimising social media and making a progressive contribution to their audience via body positivity and showcasing people of all cultures.  

 “The face of retail is changing dramatically with countless established players losing their competitive edge or struggling to make a profit amid rising costs. At BABYBOO, we’ve used it as an opportunity to do things differently. For example, while the pandemic brought an influx of ‘online retail-therapy’ demands, our sales initially took a hit as we are predominantly an event-wear brand. However, we pivoted quickly and diversified our product range, introducing a lounge-wear collection that then saw site visits increase by 54% and revenue increase by 44% in the 30 days post-campaign compared to the 30 days prior,” says William Conditsis.

Outside of BABYBOO’s financial successes, giving back and inclusivity is also a pillar for the brand, such as promoting diversity in the workplace and partnering with not-for-profit organisations, including donating $2M worth of usable inventory to multiple charities over the past 24 months.

Living proof that a degree isn’t the only road travelled to success, both Argylica and William are university drop-outs that turned their passion into an 8-figure empire. Argylica is the Founder, CEO and Co-Owner of BABYBOO, leading the roles of Creative Director  and Head of Product with a focus on setting vision and growth-hacking. William is the Director & Co-Owner, leading the roles of General Manager and Head of Brand with a focus on scalability, brand positioning and ensuring all departments operate cohesively. In 2021, BABYBOO was recognised as the 12th Fasted Growing Companies in Australia by the AFR and part of the 100 Fast Growing Companies in Asia Pacific by Deloitte.