# Hello Molly

> Hello Molly is an Australian online women's fashion retailer founded in Sydney in 2012 by university graduate Echo Liu. It sells trend-led, affordable dresses, occasionwear, swimwear, tops, bottoms, rompers, shoes and accessories directly to a global, mostly Gen-Z and millennial audience, releasing over 100 new styles a week. Built on data-driven trend-spotting, in-house design and heavy use of social media and influencer marketing, the company grew from a A$50,000 loan into a business exceeding A$100 million in annual revenue, with roughly half of sales coming from the United States.

- **Founded:** 2012
- **Headquarters:** Sydney, New South Wales, Australia
- **Founders:** Echo Liu (Founder & CEO), Ena Hadziselimovic (Co-founder / founding team)
- **Team size:** Approximately 64 employees (LinkedIn/data-provider estimate); offices in Sydney, Los Angeles and Beijing
- **Products:** Women's ready-to-wear, Fortunate One, Dear Emilia, Hello Molly Swim, Accessories & footwear
- **Notable:** Grew from a A$50,000 loan into a business exceeding A$100 million in annual revenue by 2021, Named to the SmartCompany Smart50 list (2018), Expanded internationally with offices in Sydney, Los Angeles and Beijing

## Products & services

- **Women's ready-to-wear** — Dresses, tops, bottoms, rompers and playsuits, with over 100 new styles released weekly.
- **Fortunate One** — Sister brand with a bohemian aesthetic.
- **Dear Emilia** — Occasion-wear collection for formal and event dressing.
- **Hello Molly Swim** — Swimwear collection.
- **Accessories & footwear** — Shoes, bags and accessories rounding out the outfit-building catalogue.
- **Wedding Parlour** — Bridal collection for weddings and bridal parties.

## Achievements

- Grew from a A$50,000 loan into a business exceeding A$100 million in annual revenue by 2021
- Named to the SmartCompany Smart50 list (2018)
- Expanded internationally with offices in Sydney, Los Angeles and Beijing
- Featured in Vogue Australia (April 2018) and Glamour (June 2018)
- Launched its first national TV campaign during Love Island Australia (May 2018)
- Built an audience of hundreds of thousands to millions across social platforms

## Latest updates

- **2025-01** — Launched Wedding Parlour, a dedicated bridal collection.
- **2021-01** — Annual revenue reported to have exceeded A$100 million.

## Links

- Website: https://www.hellomolly.com
- LinkedIn: http://www.linkedin.com/company/hello-molly
- YouTube: https://www.youtube.com/@hellomolly
- Instagram: https://www.instagram.com/hellomolly/
- Facebook: https://www.facebook.com/hellomollyfashion
- TikTok: https://www.tiktok.com/@hellomolly

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Profile page: https://yespress.io/hello-molly
Published by YesPress — https://yespress.io
Last updated: 2026-07-26