Peachymama, Australia’s first post-pregnancy nursing wear specialist, merges fashion and functionality.

The Melbourne-based clothing brand was founded by Merril Bainbridge who identified a gap in the market for post-pregnancy clothing following the birth of her second child.

“Function is a really important part of our business. After I had my second child, I was really frustrated that I couldn’t find any post-pregnancy clothing. I realised there was a gap in the market and there was a consumer that was not being serviced sufficiently,” said Merril. 

Since its launch, Peachymama has expanded not only its clothing lines– from a modest range of postpartum tops and pants to now include activewear, sleepwear, and intimates – but also its footprint, with a successful online store in the US. 

To keep up with its expansion, Peachymama needed a more efficient and customised shipping process. The company was seeking a fulfilment solution that could not only integrate with its existing Shopify-powered web store, but also support multiple, locally based courier services. 

For Owen Bolwell, Peachymama’s Head of Ecommerce & Digital, the solution was ShipStation.  

“One of the biggest challenges with order fulfilment software is that it is usually made for the US market and as a result generally works with one main courier, such as Australia Post, and doesn’t connect with other local couriers, such as Aramex AU, CouriersPlease, or Sendle.

Since implementing ShipStation in 2019, Peachymama has:

• Increased order processing speed by 400 per cent with ShipStation’s Scan to Verify feature.
• Increased dispatch speed by 200 per cent.
• Decreased manual inputs in their warehouse operations, resulting in less picking and packing errors. 

Scan to Verify allows retailers to scan a UPC or SKU barcode to confirm the picker has the right items to pack. This minimises packing errors and provides the ability to apply precise package weight for each shipment.

The company has also decreased manual inputs in their warehouse operations, resulting in fewer picking and packing errors. 

“Shopify and ShipStation working together has helped Peachymama reduce order fulfilment complexity and cost, as the integration allows them to continue to use multiple courier services in whatever way best suits their business,” said Jason Cormier, Senior Technology Partnerships Manager at Shopify.

Customisation and automation 

The integration of Shopify and ShipStation has led to a more efficient and customised shipping process for Peachymama. 

Through customised setup and automation, ShipStation’s order tags help improve the fulfilment experience.

ShipStation’s order tags are colour-coded labels that can be used to mark orders, making it easier to identify some specific information about the order, such as ‘high priority’ or ‘fragile’, which allows for faster and more efficient management of those orders.

The business has implemented colour-coded order tags to identify Express Post and international orders as high priority. A yellow-coloured tag appears for Express Post orders, while international orders are flagged with a purple-coloured tag, enabling Peachymama to fulfil these items first.

In addition, ShipStation’s tracking notifications enable Peachymama’s customers to stay up to date with their parcel’s whereabouts which helps improve the overall customer experience while saving Peachymama time.

“Shopify’s integration with ShipStation has enabled Peachymama to provide more accurate shipping updates, giving its customers an improved user experience.” said Cormier.

International expansion 

Developing an efficient shipping process has allowed the business to focus on growth and scalability. 

In 2019, Peachymama launched in the US, which has since become a “rapidly growing market” for the business. The clothing brand is now eyeing the UK as its next international market. 

Owen says Peachymama’s overseas expansion was supported by ShipStation’s function to link multiple stores, helping the team gauge the US market prior to the company’s official launch.   

“A benefit of ShipStation is that you can link multiple stores. We had two when we had the US and Australia. It’s a good feature, not only for multiple stores [in Australia], but for [retailers] that are wanting to start shipping internationally.”

Peachymama also continues to broaden its product offering, having recently expanded its online range to include baby accessories such as nappy bags, baby swaddles, and wraps.

Discover Peachymama on their Instagram or support them at peachymama.com.au. You can also sign up for a free trial with ShipStation.