Fast forward to today, and Laura is the founder of Hackerlily, a booming Aussie brand behind the HipSurfer — Australia’s first strap-free hipseat baby carrier that also doubles as a toddler tool belt. Think hands-free carrying with hidden storage, washable covers, and a sleek, minimalist design. And now, the product is getting ready to support parents where they need it most: at airports.

From the end of June, the Hackerlily HipSurfer will be stocked at Amcal Chemists in Gold Coast, Sydney Domestic and International, and Perth airports — making air travel with little ones that bit more bearable.

“Hackerlily started as a side hustle—fuelled by back pain, mum rage, and a refusal to settle for ‘this will do’. What began with one product and one colourway has now evolved into a 7-figure brand in just over two years,” says Laura.

A parenting hack that actually works

If you’ve ever balanced a clingy toddler on your hip while juggling carry-on luggage and trying not to lose your boarding pass, the HipSurfer might just be your new travel essential. It’s essentially a bumbag with a seat — but with some seriously clever details.

There’s storage tucked under the seat for snacks and nappies, a pocket for your phone and wipes, a hook for hand sanitiser, and even a bottle holder. And because it’s doctor-approved, you can carry your child without worrying about the back pain later.

“It’s quick to use, comfy to wear, and makes carrying your kid less painful—literally. It’s doctor-approved and perfect for wriggly toddlers, clingy babies, and tired backs,” Laura says.

“It helps parents feel in control in moments that usually feel anything but—like airport queues, security checks, boarding gates, and ‘mum I need a cuddle’ meltdowns.”

Made for the chaos of family travel

Let’s be honest — travelling with young kids is tough, especially in tight spaces like airport bathrooms or aeroplane aisles. Hackerlily conducted market research and the results were clear:

• 81% of parents struggled with the physical strain of carrying kids and luggage

• 72% said juggling unpredictable toddlers added stress

• 66% found traditional carriers frustrating at airports

The solution? A product that takes pressure off your back and your mind.

“This isn’t just about convenience, it’s about dignity and support,” says Laura.

“Being available in Amcal airport stores means parents won’t have to suffer through another travel day with a toddler on their hip and pain in their spine.”

What’s next?

Since launching in early 2023, Hackerlily has secured an Export Market Development Grant (EMDG) and is gearing up to launch in the UK in 2025–26. The team is also exploring retail partnerships in the Middle East, and looking to work with children’s hospitals, therapists and assistive tech providers here in Australia.

While not currently sold in South Australia, you can get your hands on a Hackerlily HipSurfer at hackerlily.com

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