Become an Alf Shareholder

When I started Alf in 2016 I could never imagine we would ever experience 916% growth in a four year period. That is almost impossible for many to comprehend, including me. 

I knew I had a big task ahead of me to grow the brand, survive the first few years in business. The stats for start-ups aren’t good. Did you know 20% of businesses fail in their first year and around 60% will go bust within their first three years?  

Alf the Label was born out of a love for uncompromising style. Pregnant with my first child in 2015, I searched for a bag that would represent me as a modern woman with my own sense of style with the added functionality for motherhood.    

I designed exactly what I needed in a baby bag and worked closely with crafters to bring it to life. Unbeknownst to me at the time, this was the very first leather baby bag that would become a signature Alf the Label style when I launched the brand.  

Now, six years in, our product range has grown, as has our vibrant community of parents and supporters, and our team based in our headquarters in Perth and our extended team based in Sydney.   

Our passionate community on Instagram, Facebook and more recently TikTok, are always wanting to know what’s next for Alf and I find out what you, our customer, really wants, then I tailor our plans and launches. 

We have grown from one signature leather baby bag to having launched 200 luxury baby, athleisure, work bags and accessories since we began. Alf has now sold more than 26,000 products worldwide, with over 15,000 of those orders sent to 26 countries across the globe. 

That’s a lot to be proud of. 

The past year has been particularly transformational for us as a business. We have invested heavily in product development, branding, marketing, systems and processes so we are ready to scale up and take on every amazing opportunity we are offered. 

I am dreaming big, thinking globally and am excited to think how many parents we could reach if we focused our attention beyond Australia. We've had bags and accessories that have sold out within days, often selling through shipments on pre-order, before they have reached our warehouse.   

We have succeeded so far on our own, only selling our products through our online store alfthelabel.com.au, but as part of our growth plans we have taken on our first wholesale partners including The Memo and new online marketplace Trauve, and recently we launched a curated selection now available via Australia’s largest online retailer, THE ICONIC. Which is HUGE news for us. 

Recently I made the most life-changing decision for the Alf business to date. 

I decided I wanted to invite our incredible community to be able to celebrate our milestones like their own milestones, share in our successes and join us on the journey to build a global presence as part-owners of Alf the Label, Australia’s favourite accessories brand for stylish parents.   

Expressions of Interest are now open via the Birchal Crowd Source Funding platform, inviting our customers, investors and members of the general public to register their interest to invest in Alf the Label as part of our very first capital raising campaign. 

If you’re unsure what Crowd Source Funding (CSF) is, it’s a very exciting way for people to invest in their favourite brands. Often referred to as equity crowdfunding, through a CSF investment you are investing into a private, Australian business (us) and receive a shareholding - essentially becoming a small part-owner. 

In Australia, companies like us run their campaigns through an ASIC- approved platforms, like Birchal - so the investment process is safe, secure and easy for you to use. 

More information about exactly what CSF investing is and how to register your interest can be found on the Birchal website. 

Always consider the general CSF risk warning and offer document before investing.


1 comment


  • Priscilla

    Looking forward to this


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