Hello Molly is an Australian women's clothing retailer that sells online. The company has headquarters in Sydney, Australia and offices in Los Angeles and Beijing.
History Hello Molly was founded in 2012 by Echo Liu (CEO) when she was a student at the University of Sydney. She was supported by a small founding team including Ena Hadziselimovic. An initial investment of ~AU$50,000 led to modest early revenues, growing from AU$510,100 in the first year to AU$5.3 million by 2014. By 2021, the brand had surpassed AU$100 million in annual revenue.
Known for its fast and feminine fashion, Hello Molly releases over 100 new styles each week to reflect a wide range of styles and identities. Originally focused on partywear, the brand has expanded into categories including swimwear (launching Hello Molly Swim in 2018), occasion wear (through its in-house collection Dear Emilia, launched in 2017), and bridal-inspired fashion. In 2025, Hello Molly launched its Wedding Parlour collection, offering modern bridal looks, bridesmaid dresses, and event-ready styles tailored to the wedding season.
In December 2016, Hello Molly launched its travel-inspired sister brand, Fortunate One, catering to free-spirited, adventure-loving customers with a boho aesthetic.
In popular culture Hello Molly released its first TV commercial in May, 2018 during the show Love Island.
Hello Molly was mentioned in a feature dubbed 'online shopping night cheat sheet' along with other retailers in Vogue Australia in April 2018. Similarly in June 2018 a Hello Molly jumpsuit was featured in a Glamour (magazine) article about wedding-guest attire.
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