Hello Molly
Hello Molly is an Australian online women's fashion retailer and label founded in 2012 in Sydney by Echo Liu. It sells dresses, tops, swimwear and accessories, with a focus on partywear and occasion dressing.
| Founded | 20 September 2012 |
|---|---|
| Founder | Echo Liu |
| Headquarters | Sydney, Australia |
| Sister labels | Dear Emilia, Fortunate One, Wedding Parlour |
| Website | hellomolly.com |
What is Hello Molly?
Hello Molly is an Australian online women's fashion brand headquartered in Sydney, with offices in Los Angeles and Beijing. It was founded on 20 September 2012 by Echo Liu, who started it as a student at the University of Sydney, with a small founding team that included Ena Hadziselimovic.
History
The company began with about 50,000 Australian dollars of investment and grew from 510,100 dollars in revenue in its first year to 5.3 million by 2014. It later reported annual revenue above 100 million Australian dollars by 2021. Its first television commercial aired in 2018 during Love Island.
Products and positioning
Hello Molly started as a partywear brand selling dresses, rompers, tops and bottoms, together with accessories and swimwear. Related lines include Hello Molly Swim (2018), occasion wear label Dear Emilia (2017), the travel-inspired Fortunate One (December 2016) and bridal-inspired Wedding Parlour (2025).
Why it matters
Hello Molly is a leading example of an Australian digital-native fashion business that scaled internationally through online sales.
Frequently asked questions
Where is Hello Molly from?
Hello Molly is an Australian brand headquartered in Sydney.
Who founded Hello Molly?
Hello Molly was founded in 2012 by Echo Liu while she was a student at the University of Sydney.