Abstract

Aromababy, a leading natural baby care brand in Australia, was founded by Catherine Arfi (Catherine) in 1994. Catherine chose to start her own line of organic baby care products when she realized that they were no good natural and organic skincare products in the market for the baby she was expecting. Aromababy had a comprehensive range of products made of pure, certified organic ingredients with therapeutic properties. These products were free from petrochemicals, artificial fragrances, or animal ingredients. After their success in the domestic market, Aromababy products were exported to countries like Hong Kong, Singapore, Korea, Belgium, Holland, USA, the UK, and the Middle East. The case discusses the challenges faced by Catherine in building a brand in her home country from scratch and then taking it to international markets. With her entrepreneurial skills, Catherine was successful in positioning Aromababy as a market leader in organic baby care products in Australia and was looking at making her mark in the global market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Study the issues and challenges in building a start-up business and sustaining it over time. Evaluate how Catherine Arfi built up ‘Aromababy’ into a big brand in Australia. Analyze the issues and challenges faced by an entrepreneurial venture in foraying

Keywords

Entrepreneurship, Management, Women in Business, International trade, International Marketing, Baby care, Organic, Skincare, Intellectual Property Rights (IPRs), Aromababy, Australia, Catherine Arfi