Hello, I am Wendy and mother to two children aged 12 and 9 years old.

For many years prior to launching Alimasy, I sold kids backpacks sourced from leading brands all over the world in my own retail kids store. I had collated so much market knowledge and customer feedback about what makes a great backpack for the needs of children, and I knew from experience there was a gap in the market for Alimasy.

Launching Alimasy though was not just about designing a great backpack, it is about creating a brand to fix the problems customers experience with the children’s bag category.

In recent years I had seen first-hand how the quality of children’s bags had been decreasing as more manufacturers choose to pursue the “make it cheaply as possible” approach. Yet at the same time prices of bags continued to rise in response to increased supply chain costs. The result is the children’s bag category had become full of cheap bags which just do not last, or over-priced bags with an equally short lifespan.

Alimasy exists to fix this problem with high quality and reasonably priced backpacks and bags. We stand 100% behind the quality of all our products by providing a lifetime warranty.

Family is my “WHY” and it naturally inspired our brand name “Alimasy”. “Ali” comes from my daughter’s name Alisa, “mas” comes from my son’s name Thomas and “y” is from Family.

I design every Alimasy backpack and bag, and I also personally select and approve every pattern, fabric, bag fitting and accessory. All Alimasy bags are safe and free from PVC, lead, BPA, and Phthalates.

Alimasy is a fun and colourful brand, and we love to support local Australian artists to bring their designs to life on Alimasy products. Our most recent local artist collaboration was with the amazing Kasey Rainbow.
Our current range includes smaller backpacks for younger children (toddlers, preschool, Kindergarten and Preparatory), school bags for primary aged children and our own unique 100% waterproof backpacks – which you will not find anywhere else in the world!

Arriving in time for Xmas 2022 are new duffle bags for children and adults, more school bags, and everyday tote bags for adults.

We have lots more new products in the pipeline – follow us on social media and/or sign up for our Newsletter to find out more!