How b.box for kids turned a single product into a global brand

Monique Filer and Dannielle Michaels started b.box for kids as a solution to a parent’s worst nightmare — having to change a nappy on a plane. What started as a one-product offering has, over the last 12 years, grown into a multimillion-dollar international business with almost 300 products.

The long game

Filer and Michaels first met in London in the early noughties. Both from Australia, and with mutual friends in common, they instantly hit it off. Filer was working in finance and Michaels in sales and marketing, so it wasn’t long before they started talking about working together. They just didn’t know what they would do. 

The duo looked into importing kids shoes but didn’t follow the idea through.