For over 25 years, our founder Betty – real name Paulitta –-has been building and scaling physical product brands from the ground up. Her products were sold direct to consumer and through major marketplace retailers including Myer, HardtoFind, Catch, and Bunnings.
Her best-known creation was the Chibebe Snuggle Pod – a baby bean bag she launched that grew rapidly, gained national distribution, received celebrity endorsements, and was even featured in a favourites editorial by Interior Design Queen, Shaynna Blaze. The brand eventually sold to a US company in 2021.
But like most founder stories, the journey had its challenges.
As the business scaled, the operational side became heavier, even with her super supportive partner, Dennis, putting his own business on pause to help. Orders grew, product variations increased, and the time spent on custom assembly – putting together each custom order with care and accuracy – started pulling focus away from product development, marketing, and growth.
Outsourcing felt like the logical next step, but traditional fulfilment providers weren’t the right fit. They came with high minimums, complicated fee structures, and processes that didn’t suit her boutique brand.
There was also the issue of trust and care.
The Snuggle Pod was essentially a kitted product – customers chose the bean bag design and seat colour separately, then added accessories to it. Every order needed careful, accurate assembly. Even with dedicated staff in her own warehouse, mistakes happened and return rates climbed whenever she hired in-house help. If that level of care was hard to maintain in-house, how could a large-scale operation do it better?
After selling the business, an unexpected opportunity arose. With warehouse space available and years of hands-on experience, Betty was introduced to a New Zealand brand that needed reliable help with custom assembly in Australia.
Working together was calm, simple, and effective. That experience highlighted a clear gap in the market.
Betty+Co was created to fill that gap.
We specialise in custom assembly for Australian brands – particularly:
- Monthly subscription boxes
- Event bags and welcome packs
- Seminar packs and conference kits
- Promo kits and product bundles
- Corporate gifts and branded giveaways
We also support brands with returns processing when needed.
Betty+Co is built from real founder experience – not theory. It’s designed for brands that want their kits and bundles assembled with care and consistency, without complicated systems, layered fees, or being forced into a high-volume model before they’re ready.
In short, Betty created the service she once wished existed – a reliable, hands-on partner that quietly handles the fiddly assembly work so you can focus on what you love most in your business.
ABOUT BETTY + CO
