Building a thriving business: the story of Anchor & Arrow

Anchor & Arrow is a globally recognised baby brand known for its stylish, high-quality essentials designed for modern parents. Founded on the northern beaches, the brand specialises in organic bamboo swaddles, bedding, and nursery items that blend function with beautiful design.

Lorna, the founder of Anchor & Arrow, is Northern Beaches born and bred. She believes there’s something truly special about living and working in this community. At just ten years old, she was outside her local IGA selling handmade beaded jewellery to buy lollies. That entrepreneurial drive never left her, and today, she runs a six-figure baby brand built from passion, persistence, and a deep understanding of what parents really need.

From passion to business: how Anchor & Arrow began

The idea for Anchor & Arrow came from a simple observation. As a busy corporate professional, Lorna struggled to find stylish and high-quality gifts for friends having babies. She noticed parents in Manly always had a swaddle with them—on prams, in the car, or wrapped around their babies. But most swaddles were plain or uninspiring. She saw an opportunity to create something better.

Starting with four custom-designed prints on organic bamboo cotton, she produced a small batch of swaddles. The response was overwhelming—she quickly sold out at local markets. What began as a side project soon became a thriving business, with Anchor & Arrow products now shipping worldwide.

Finding a niche and expanding: responding to customer needs

The success of the swaddles proved there was a demand for stylish, high-quality baby essentials. Customer feedback drove product expansion—parents wanted matching baby bedding, and as Lorna became a mother herself, she designed products she personally needed but struggled to find. Each step of growth has been organic, guided by real needs rather than trends.

Key milestones, like rapid online growth during Covid-19 and partnerships with major retailers like The Iconic, helped solidify Anchor & Arrow’s place in the market. Trade fairs also played a big role, allowing her to connect directly with customers and see the real impact of the products in homes across Australia.

The shift to e-commerce: adapting to a digital-first world

While markets provided the initial customer base, digital marketing became the turning point. Reinvesting market earnings into online advertising drove website traffic and sales. A pop-up shop in Freshwater, initially planned for 3 months, lasted 2.5 years, proving the strength of the brand. However, once the lease ended, the focus shifted entirely online, giving the business greater flexibility in cash flow and resources. Click-and-collect services and select retail partnerships ensure customers still have local access to products.

Challenges in the transition to e-commerce included customer expectations for instant purchases and the hurdles of shipping costs and delays. Anchor & Arrow overcame this by offering local pick-up options and maintaining a presence in key retail stores on the Northern Beaches.

Growth through marketing: building a strong brand presence

Running an e-commerce business requires a strong marketing ecosystem. Lorna recognised the need to master digital marketing. “You can’t captain a ship if you don’t know how to sail it,” she says, emphasising the importance of upskilling.

A mix of email marketing, social media, influencer collaborations, and grassroots trade fairs drives growth. Given that the customer base constantly evolves as babies grow up, keeping the marketing funnel fresh with new parents is essential.

Giving back and building community: mentoring and support

Mentoring other small businesses has become a passion for Lorna. She has made plenty of mistakes and learned valuable lessons along the way. “If I can help another business avoid the same pitfalls, that’s what truly fills my cup.” Many entrepreneurs approach her through word-of-mouth, a testament to the impact of shared knowledge.

Beyond mentoring, Anchor & Arrow actively supports the local community. The business donates products to hospitals and NICU units, contributes to charity events, and promotes other small businesses through social media.

Sustainability matters: prioritising eco-friendly practices

Sustainability remains a core value at Anchor & Arrow. From using organic and recycled materials to adopting eco-friendly packaging, the business continues evolving its practices to minimise environmental impact. Supporting local businesses is another key pillar—investing in quality over mass production ensures durability, job creation, and a stronger community economy.

Rooted in the Northern Beaches: the role of community

The Northern Beaches have been integral to Anchor & Arrow’s journey. The support from local customers, many of whom return for their 20th order, has been humbling. The lifestyle, sense of community, and connection to nature make it the perfect place to live and work. “When you know, you know,” Lorna says of the Beaches and for Anchor & Arrow, staying connected to this community continues to shape its success.