2026 has been The Memo’s biggest year in physical retail yet, with co-founders Kate Casey and Phoebe Simmonds taking the brand into new states and trialling a new store format for the first time.
The business began online in 2019, selling products for pregnancy, the postpartum period and a baby’s early years. It then opened its first shopfront in Armadale. Going into this year, it had four stores, three in Melbourne and one in Sydney. It now has nine nationally including The Memo Mum at Chadstone.
Karrinyup opened in late August, giving Perth families a store they can visit in person for the first time. Norwood and Fortitude Valley bring The Memo to Adelaide and Brisbane, and Geelong makes it easier for families outside Melbourne to visit.
Each store carries The Memo’s focus on service. Parents can try prams before buying them, get guidance on what to pack for hospital, and build a gift registry with help from staff. There is also space set aside for feeding and changing.
Chadstone is the most recent store opening. Branded The Memo Mum, the pop-up will run for a year and is aimed squarely at mothers. In place of big-ticket baby gear, it stocks maternity clothing, postpartum and breastfeeding products, and nappy bags. It also offers fitting services for items such as nursing bras, carriers and breast pumps. The founders see the year as a chance to test whether the format resonates with shoppers.
Together, the 2026 openings show how The Memo combines online and in-store shopping. They also reflect a simple insight from its founders: many expectant and new parents want to handle products and get expert advice in person before they buy.
