Identical twins Alisa Fraser and Lysandra Fraser, who shot to fame after winning the 2013 season of The Block: Sky High, are now poised to make a multi-million dollar exit from their thriving skincare and cleaning venture, al.ive. The Adelaide-based interior designers, who transitioned from police officers to television stars and entrepreneurs, have engaged boutique advisory firm Lempriere Wells to oversee the sale of their brand, with insiders indicating they hope to secure at least $25 million from the deal.
From Reality TV to Business Success
After their victory on The Block, which netted them a $295,000 profit from the auction and total winnings of $395,000 including prize money, the Fraser sisters established their own design studio in 2014. They later expanded into the product market by launching al.ive body and al.ive skin in 2020, focusing on premium personal care and home essentials. This move capitalized on the surge in online shopping during the Covid-19 pandemic, which played a pivotal role in the brand's rapid initial growth.
Financial Performance and Sales Strategy
According to industry insiders, al.ive is currently generating approximately $30 million in annual revenue. The sales are evenly split between online channels and wholesale partnerships with major retailers such as Myer. This diversified approach has contributed to the brand's robust financial health and attractiveness to potential buyers. ASIC records confirm that Alisa and Lysandra equally own the Adelaide-based business, each holding a 50% stake.
Origins and Vision of al.ive
The inspiration for al.ive emerged after the twins completed a renovation project in Albert Park. Reflecting on the difficulty of finding aesthetically pleasing, natural, and non-toxic hand and body products, they decided to create their own brand rather than partner with existing companies. In a 2020 interview with the Mail, they revealed that al.ive achieved $70,000 in sales within its first month, attributing part of this success to increased e-commerce demand during lockdowns.
Alisa explained, 'We were sitting on the beach just after we'd finished styling our Albert Park renovation project and we were reflecting on how difficult it had been to find unique hand and body products that complement the aesthetic of our home, but also provide a natural, non-toxic formulation.' Lysandra added, 'We knew what we wanted and it had to be perfect, which did come at a bit of a cost both emotionally and financially. But we knew we had to be particular if we wanted a personal care range that marries high-end product design and integrity with the demands of the conscious consumer.'
Post-Block Career and Return to Television
Following their initial win, the Fraser twins returned to The Block in 2014 but only secured two Room Reveal victories. More recently, in 2022, they made a comeback to the franchise as guest judges, offering feedback to the current season's contestants. Their journey from law enforcement to reality TV stardom and now successful entrepreneurship underscores their dynamic career trajectory and business acumen.
The sale of al.ive marks a significant milestone for Alisa and Lysandra Fraser, potentially yielding millions and solidifying their status as savvy businesswomen beyond their television fame. With the brand's strong revenue stream and strategic market position, the upcoming transaction is expected to attract considerable interest from investors and industry players alike.
