Australian Small Business Owner Left Devastated by Kmart's 'Copycat' Product
An Australian entrepreneur and mother has been left heartbroken after discovering that retail giant Kmart is selling what appears to be a near-identical version of her popular baby product - at a price she claims is lower than her own manufacturing costs.
'I Feel Sick': The Emotional Discovery
Sydney-based mum Vanessa Vanselow, founder of the baby brand Bumbi Baby, described feeling physically ill when loyal customers alerted her that Kmart had begun stocking a wipes pouch that looked remarkably similar to the product she had spent years developing and refining.
'I feel sick,' the mother of two young children confessed in an emotional video shared on TikTok, expressing the profound disappointment that washed over her upon seeing the competing product.
From Personal Need to Business Venture
Vanessa explained to the Daily Mail that the inspiration for her product emerged five years ago when she welcomed her first child into the world. While she acknowledged that wipes pouches as a concept were not new inventions, she found existing options unsatisfactory.
'I didn't invent the product by any means,' she clarified. 'The concept of a wipes pouch has existed for a long time, but I just didn't love what was available at the time.'
When her second child arrived, she anticipated that improved versions might have reached the market, but discovered nothing met her expectations. 'So I decided to make it myself,' she stated simply, beginning what would become a passionate business journey.
The Organic Growth of Bumbi Baby
Initially working full-time as a freelance designer, Vanessa created samples purely for personal use. However, word quickly spread among friends and family who admired her creation.
'It gained traction with friends and family, and I thought, hey, maybe there's something to this,' she recalled. Launching a small first batch that sold out within just ten days marked the beginning of her entrepreneurial path.
'I've had this business for just over a year now,' Vanessa explained. 'And for most of that time, we were selling just one product. It's literally just been me and my husband working from our home office.'
The Staggering Price Difference
The most crushing blow came when Vanessa discovered the pricing disparity between the two products. Kmart's version retails for a mere $6, while her Bumbi Baby pouch sells for $30 - a fivefold difference that she claims doesn't even cover her production expenses.
'It's being sold for less than it costs me to make,' she revealed with evident frustration. 'That's a bit disheartening.'
Ironically, Vanessa didn't discover the competing product herself - her customers brought it to her attention. 'It was customers sending me photos,' she shared. 'People were messaging saying, "Oh my god, they copied you".'
The Legal Reality for Small Businesses
Despite the striking similarities between the products, Vanessa acknowledged there is little practical recourse available to her as a small business owner operating without extensive legal resources.
'When you're a small business, there's literally nothing you can do about something like this,' she admitted, though she maintained confidence that her product's quality would surpass any cheaper imitation.
The situation has reignited ongoing debates within Australia's retail sector about large corporations producing budget-friendly versions of products originally developed or perfected by smaller enterprises.
Broader Implications for Australian Retail
While such practices often remain legally permissible when no patents or protected designs are violated, they can prove financially devastating for independent business owners who lack the purchasing power, manufacturing scale, or legal budgets of major retail chains.
The incident has prompted other entrepreneurs to share similar experiences. 'The same thing happened to me,' revealed one skincare business founder. 'I started a skincare business and got duped fast.'
Many consumers have voiced support for Vanessa and similar small business owners, with one woman stating: 'It's sad when big players copy Australian designers. Your true customers will choose you for better quality.'
Another consumer commented: 'As a consumer, it's hard to tell who created what first, but I'll always try to buy from a small Aussie business where possible.'
Historical Context and Consumer Choice
Some observers have noted that wipe pouches have existed in various forms for decades, with one person explaining: 'With all due respect, those containers have been around for 30 years. Same opening, same handle - I had one when my daughter was a baby.'
In an economic climate where cost-of-living pressures increasingly drive shoppers toward more affordable options, Vanessa's experience highlights the tension between budget-conscious purchasing and supporting local entrepreneurs.
Her story underscores the emotional toll when a passion-driven business project collides with the commercial realities of large-scale retail operations, raising important questions about innovation protection and fair competition in Australia's marketplace.
The Daily Mail has contacted Kmart Australia for comment regarding the situation.
