Boody
Australia
Boody is an Australian basics brand, founded in 2012, that makes underwear and everyday essentials from organically grown bamboo viscose. It sells to women, men and children.
| Origin | Australia |
|---|---|
| Founded | 2012 |
| Material | Organically grown bamboo viscose |
| Co-CEO | Elliot Midalia |
| Started in | Wholesale via pharmacies |
What is Boody?
Boody is an Australian brand that makes underwear and everyday essentials from organically grown bamboo viscose. Trade coverage dates it to 2012. Its products are seamless, and the company has been experimenting with an alternative it calls vegan silk.
Distribution
Boody began as a wholesale business selling through pharmacies. It later added health food stores and supermarkets, and it runs a direct-to-consumer e-commerce platform that Power Retail describes as a key driver of its growth. It supports sales with PR, social media and advertising campaigns.
Products and positioning
The range is built around basics rather than seasonal fashion, which suits a wholesale route into pharmacies and grocery. Directories list it across womenswear, menswear and childrenswear, and it is described as a sustainable brand.
Why it matters
Boody is a documented example of a basics label that started in wholesale through non-fashion retailers and then built a direct online business. Elliot Midalia is named as co-CEO in the article.
Frequently asked questions
Where is Boody from?
Boody is an Australian brand, described by Power Retail as founded in 2012.
What does Boody sell?
Boody sells underwear and everyday essentials made from organically grown bamboo viscose.