$10 million in four years: How Whatsie is tapping into the open-play trend

A Sydney-based business that has sold more than 25,000 of its modular play couches that can turn into couches, slides and forts has made more than $10 million in four years since it launched.

Whatsie, which was launched by its founder Lisa Nourbehesht in September 2020, has seen its revenue grow by 14 times in four years.

Today, Whatsie’s total revenue since launching is more than $10 million dollars, with the business making $3.4 million in sales for the last financial year alone. 

Designed for open-ended play and to encourage creativity and developmental growth in children, the Whatsie Play Couch is designed in Australia and packed in Sydney, with the components manufactured overseas.

According to the Whatsie website, it ships within Australia and overseas to New Zealand, the US, Canada and the UK.

Speaking with SmartCompany, Nourbehesht says she created Whatsie while working part-time at a children’s hospital and wanting to do something on the side to occupy her time and supplement her income. That’s when she noticed a gap in the market for a product like Whatsie.

“During the COVID lockdowns, playgrounds were closed, and we were living in an apartment with two young kids, aged one and three. We spent a lot of that time making pillow forts and dining table cubbies, but they both had their flaws,” she says. 

“The cushions didn’t have enough structural integrity to hold up, and the dining table was hard, leading to a few bumps and bruises. 

“That’s when the idea of a stronger cushion came to mind — something like a mattress, but lighter and easy to move around. We often used the cot mattress, but it wasn’t ideal. 

“I realised there was nothing like this available in Australia, though there was a similar product called the Nugget in the USA, which was incredibly hard to get.”

So Nourbehesht decided to create her own version. 

“I got some foam samples made up, experimented with different shapes and sizes, and eventually arrived at the design we have today,” she says. 

“When we first launched, I remember saying we’d be happy if we could sell two a week. 

“It’s incredible how quickly Whatsie has grown.”

How Whatsie is tapping into the open-ended play trend

Currently, Whatsie has a small team of three employees.

The team uses a fulfillment warehouse, but Nourbehesht confirmed they are looking to buy their own when something that ticks all the boxes becomes available.

Nourbehesht says the growing awareness of the benefits of open-ended play is driving families in Australia to seek out toys that support their children’s development.

“The Whatsie fits perfectly into this trend,” she says. 

“It’s not just about having a play couch; it’s about having a versatile, comfortable space for the whole family to enjoy together. 

“The large pieces mean there are no small parts to scatter across the floor, making cleanup a breeze compared to something like Lego — and there’s no worry about stepping on painful pieces.

“What really sets the Whatsie apart is how it can replace multiple toys as a child grows.

“For toddlers, simple builds like cars, diggers, or cubbies are fantastic. As kids get older, their imaginations take over, and they start creating crocodiles, surfboards, or even a place to do somersaults.”

The Whatsie is now one of a number of Australian play couch brands, alongside My NooK, which was also established during the pandemic, and the Possum Play Couch. 

An entrepreneurial learning curve

Whatsie has close to 30,000 followers on Instagram and a combined following of over 3,500 users on Facebook and TikTok.

Nourbehesht says creating a business with no entrepreneurial background has been an incredibly steep learning curve.

“What I thought was involved in running a business in the beginning compared to what is actually involved were miles apart,” she says.

“The biggest positives are the wonderful people I have connected with, mostly other business owners all going through the same thing, people I can lean on for support and guidance.

“The new skills that I have learnt which are very transferrable and could open many more doors is another huge benefit.”

Among the challenges is the “never-ending list of things to do”, says Nourbehesht, “which makes it almost impossible to completely switch off”.

“Some days it feels the list keeps growing and you’re only treading water,” she says. 

“Other days you can feel like you’ve accomplished a million things. There are definitely a lot of highs and lows.”

The future for Whatsie is bright, with exciting opportunities on the horizon, says Nourbehesht. 

“As we continue to grow, one of our main focuses will be expanding our presence in the US market,” she told SmartCompany. 

“The demand for play-based learning tools is increasing, and we see a significant opportunity to introduce more families to the benefits of Whatsie.

“We’re exploring partnerships and collaborations that will help us reach more households and make Whatsie a staple in playrooms across the US.”

The team is also developing other products, to sit alongside the Whatsie in fostering play-based learning in kids. 

“Our goal is to create a range of products that not only support creativity and development, but also adapt to different stages of a child’s growth.”

As for expanding into other markets, Nourbehesht and her team are definitely considering it. 

“Countries with a strong emphasis on child development and education, such as those in Europe and Asia, are on our radar,” she says. 

“We believe that the core principles behind Whatsie — supporting open-ended play and developmentally appropriate learning — resonate with parents worldwide.

“We’re excited about the possibilities and are working on strategies to introduce Whatsie to new markets where we can make a positive impact on children’s play experiences.”

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