1. What’s the quick origin story of your brand, and what makes your product or positioning genuinely different from other options in your niche?

Simona Stirling: Founded by husband-and-wife duo Tom and Simona Stirling in 2024, Poss & Soss was born out of a desire to create beautiful, practical and premium clothes for their own children who have sensitive skin.

Our clothes are either 100% cotton or cotton rich to ensure quality and durability.

2. Who is your best customer today, and what specific problem are they hiring your product to solve? How has that understanding changed since you launched?

Simona Stirling: Our customer is one that wants luxury kids clothing that is good quality and made to last. When we launched, we had more beige and neutrals, however we have found as we grow, leaning into colour and designing with our customers in mind has really elevated our business to the next level.

3. Which 2–3 channels drive most of your revenue right now (for example SEO, paid social, email, marketplaces, influencers), and what have you learned about making those channels work in your category?

Simona Stirling: Paid ads: Majority of our revenue comes from paid ads. When we nailed the ad structure and creative, this is when our business really took off quickly. A mix of good product, good ads and stock availability is a recipe for success.

Consistent organic posting: We now post twice a day on Instagram and that has driven strong growth. In just over a year, we’ve already amassed over 21K followers. This organic following drives daily sales and there’s minimal investment in organic.

Influencer seeding: We seed our product to about 10-15 influencers every month. We have been able to be featured organically on influencers with over 700K followers which has driven followers, growth and sales.

4. How are you thinking about search in 2025 — Google, AI assistants like ChatGPT, and other discovery platforms? What, if anything, have you changed in your content or site to stay visible as AI search grows?

Simona Stirling: We are trying more and more to be featured in listicles e.g. top 10 kidswear brands. This is so we can show up when someone types into ChatGPT “What are the best kidswear brands in Australia”, for example. This has been top of mind and PR has been a big focus for us and will continue to be in 2026.

5. What do you do to turn first‑time buyers into repeat customers and advocates? Are there specific experiences, content, or community touches that work especially well for you?

Simona Stirling: We really nurture our community. We have a Facebook group that we post in a few times a week to share teasers, special offers and just generally chat to our community.

We also use Attentive for SMS flows and campaigns which helps significantly with repeat customers and retention.

We are looking into a loyalty program with Yotpo at the moment which will be launching next year. This will even further nurture our community.

6. If you had to write a short playbook for an ecommerce founder one stage behind you, what would you double down on over the next 12 months — and what would you stop doing entirely?

Simona Stirling: Double down on ads, keep testing, keep spending and try to nail that. Once you nail that, it all starts making sense.

I would stop spending on things that aren’t moving the needle e.g. a luxurious office, car loan, etc. Save that spend for things that are going to move the business forward. The luxuries can come later.