Hello Molly

Hello Molly
FormerlyHello Molly Fashion
Company type
Private
IndustryE-commerce, Fashion, Clothing, Shoes
Founded20 September 2012; 13 years ago (2012-09-20)
HeadquartersSydney, Australia
Products
Websitehellomolly.com

Hello Molly is an Australian women's clothing retailer that sells online. The company has headquarters in Sydney, Australia and offices in Los Angeles and Beijing.[1]

History

Hello Molly was founded in 2012 by Echo Liu (CEO) when she was a student at the University of Sydney. She was supported by a small founding team including Ena Hadziselimovic.[2] An initial investment of ~AU$50,000 led to modest early revenues, growing from AU$510,100 in the first year to AU$5.3 million by 2014.[3] By 2021, the brand had surpassed AU$100 million in annual revenue.[2]

Known for its fast and feminine fashion, Hello Molly[4] releases over 100 new styles each week[5] to reflect a wide range of styles and identities. Originally focused on partywear, the brand has expanded into categories including swimwear (launching Hello Molly Swim in 2018[6]), occasion wear (through its in-house collection Dear Emilia, launched in 2017), and bridal-inspired fashion. In 2025, Hello Molly launched its Wedding Parlour collection, offering modern bridal looks, bridesmaid dresses, and event-ready styles tailored to the wedding season.

In December 2016, Hello Molly launched its travel-inspired sister brand, Fortunate One, catering to free-spirited, adventure-loving customers with a boho aesthetic.

Hello Molly released its first TV commercial in May, 2018 during the show Love Island.[7]

Hello Molly was mentioned in a feature dubbed 'online shopping night cheat sheet' along with other retailers in Vogue Australia in April 2018.[8] Similarly in June 2018 a Hello Molly jumpsuit was featured in a Glamour (magazine) article about wedding-guest attire.[9][10]

References

  1. ^ "About Hello Molly Fashion | An Online Boutique | Hello Molly USA". US Store. Retrieved 31 January 2019.
  2. ^ a b "How a University Grad Created a $100-Million Fashion Empire". Qantas.
  3. ^ "On trend: How Ena Hadziselimovic grew her university side-project Hello Molly into a $5 million e-commerce success story". SmartCompany. 23 April 2015. Retrieved 31 January 2019.
  4. ^ Rimmer, Meredith. "Get to Know Hello Molly: The Fun, Affordable Brand With New Styles Weekly". Rank & Style.
  5. ^ "Hello Molly: 100× More Trendy – How This Australian Fashion Brand Drops New Styles That Spark Joy Weekly". Findersdelight.
  6. ^ Murphy, Paige. "Hello Molly is entering a $28.83 billion market". Ragtrader.
  7. ^ Samios, Zoe (28 May 2018). "Hello Molly celebrates the 'party girls' ritual' in first-ever television ad". Mumbrella. Retrieved 31 January 2019.
  8. ^ Xidias, Angelica (10 April 2018). "Your Vogue Online Shopping Night cheat sheet is here". Vogue.com.au. Retrieved 31 January 2019.
  9. ^ "What to Wear to Every Summer Wedding". Glamour. Retrieved 11 February 2019.
  10. ^ Sarah, Marina. "women's clothing". Retrieved 11 October 2022.

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