Womenswear brand Babyboo has won the Online Retailer of the Year award at the Online Retail Industry Awards (ORIAS).
The brand also won the International Conqueror award, the Best Social Media Initiative award, and the Best Online Fashion Retailer award.
Babyboo was founded 15 years ago in Sydney by Argylica Conditsis. According to various media reports, Conditsis launched the brand at 17 years of age, investing $1,000 she saved from her part-time job at Pizza Hut.
She began selling shoes bedazzled by herself on Facebook, and then shifted into clothing.
Today, the brand sells a range of clothing and accessories, with recent dresses listed for around $350. Babyboo also has nearly 4 million followers on Instagram, 280,000 on Facebook and 1.3 million on TikTok.
In the online fashion retailer award, Babyboo won against five other finalists, including Muscle Republic, The Iconic, St Frock, InStitchu and Leo Lin.
Meanwhile, Decjuba was recognised for the Best Loyalty and Rewards Program, against the likes of Oz Hair and Beauty, Archie Rose Distilling Co., Appliances Online, Dusk x Allen's and City Beach
The Iconic took home the trophy for Best Online Retail Marketing, coming first against five other finalists including Oz Hair and Beauty, Riff Raff Baby and Leo Lin.
According to The Iconic, the win was thanks to its masterbrand platform ‘Got You Looking’, which has reportedly driven a 34 per cent year-on-year increase in unprompted awareness.
“Got You Looking has been more than a campaign, it was a call to arms for our team and our customers, reminding Australia why The Iconic is truly iconic,” chief marketing officer Joanna Robinson said. “We’re proud to be recognised by the ORIAS for setting a new standard in online retail marketing.”
The Iconic shared other results in a press release, which included reversing a decline in brand awareness over the last few years, a 39 per cent increase in visitation, 69 per cent uplift in conversion, and 77 per cent growth in purchase rates.
The campaign also delivered 6.6 per cent YoY net merchandise value (NMV) growth in the first quarter of 2025 and the first active customer growth in five years.