For over 25 years, our founder Betty – real name Paulitta – has been a product developer building and scaling physical products from the ground up. Her brands were sold direct to customers and through retailers including Myer Online, HardtoFind, Catch (RIP!), and even Bunnings.
Her most well-known product was a baby bean bag called the Chibebe Snuggle Pod – a product that grew rapidly, gained national distribution, was endorsed by Australian celebrities, and even featured in a favourites editorial by Australia’s interior design queen, Shaynna Blaze. The brand’s success eventually led to a full acquisition by a US-based company in 2021.
But like most founder stories, the journey wasn’t smooth.
As the business grew quickly, so did the operational load. Orders increased, SKUs multiplied, and fulfilment became the bottleneck. Even with her own warehouse space, the time spent picking, packing, and shipping orders began pulling focus away from growth, marketing, and product development.
Outsourcing seemed like the obvious next step – until it wasn’t.
Every traditional 3PL option came with minimum spends, complex fee structures, and volume expectations that didn’t match where the business was actually at. The choice became one many founders know too well: pay for scale you’re not ready for, or keep doing it all yourself.
There was also a deeper issue – trust.
The Snuggle Pod was essentially a kitted product. Customers selected the bean bag design and seat colour separately, meaning every order required care and accuracy. Even when staff were hired to work inside her own warehouse – paid to look after her products, and her products only – mistakes were common. The level of care simply wasn’t there and the return rate for wrong orders sent out skyrocketed.
And if that was happening in her own space, with dedicated staff, how could a traditional 3PL be expected to do it better?
So Betty did what many founders do – she worked longer hours and kept things moving herself.
After selling the business, an unexpected opportunity appeared. With an empty warehouse and years of fulfilment experience behind her, Betty was introduced (via her bookkeeper) to a New Zealand brand looking for Australian fulfilment support. Working together was calm, simple, and effective – a stark contrast to the multi-warehouse, high-volume 3PL setup they’d been juggling with before meeting Paulitta.
That experience made something clear.
There was a genuine gap in the market for boutique, founder-run fulfilment – designed specifically for brands that aren’t tiny anymore, but aren’t ready (or willing) to be swallowed by a large-scale warehouse operation.
Betty & Co was created to fill that gap.
It’s a service built from lived experience, not theory. One that values simplicity over complexity, care over volume, and predictable pricing over layered fees. A fulfilment partner for brands that want their orders handled properly – without being forced to scale before they’re ready.
In short, Betty is doing this because she’s been there. And she built the service she once needed herself – for you.
ABOUT BETTY + CO
