Created by the team behind The Memo, a popular Australian parenting brand, DUE is a collection of products designed for mums-to-be and new mums.
It’s a simple, easy-to-understand range that covers everything from pregnancy to postpartum to feeding.
A huge 92% of new mums say they weren’t prepared for what comes after giving birth.
That’s where DUE comes in. This range is inspired by the real-life experiences of pregnancy, childbirth, and postpartum. Phoebe Simmonds and Kate Casey, the founders of DUE, want to make this journey smoother and easier for the next generation of mums.
With five years of experience in the baby and parenting world, Phoebe and Kate know their customers want straightforward advice and top-quality products. They also know mums don’t want to feel overwhelmed or confused during a time that can already be stressful enough.
“Not only do we have our own team of experienced mothers, we have IRL lessons, feedback, suggestions from our customers, all of which has enabled us to create the right product, with the right message and education to make things easier for our customers” Kate says.
DUE isn’t just about selling products—it’s about starting important conversations and creating a supportive community around modern motherhood.
From things like “nip-lash” and “peri-burn” to the feelings of confusion and isolation many new mums experience, DUE is helping mums feel seen and heard.
“DUE is taboo breaking, it’s friendly and familiar, it has accessible Aussie warmth and it puts mums first. You can see that in the fun, approachable names, the crisp branding and the TOV which is in charge and confident.” says Phoebe.
With its fun names, friendly branding, and a confident tone, DUE puts mums first. It’s all about making the journey more approachable, real, and supportive.
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