Hong Kong to Australia: etailer launches local arm

Online marketplace Gifts Less Ordinary has launched in Australia, following an established presence in Hong Kong and Singapore.

Brands stocked on the site include My 1st Years, a British brand which hit headlines this year after Prince George was photographed meeting President Obama in a personalised dressing gown.

Other brands with royal connections include Merci Maman and Halycon Days.

Gifts Less Ordinary founder Amy Read said Australia is an organic step for the etailer.

"We’ve seen such great success in Singapore and Hong Kong, that it’s only natural to take things further and launch these amazing brands in Australia."

The site has an emphasis on personalisation, from picking necklace metals and gems to monogrammed initials on a wine bottle topper.