SME  /  E-COMMERCE

By FedEx | March 26, 2026

​​Across cultures and centuries, new parents have used swaddling to soothe their babies to sleep. One Australian SME is filling a gap in the market for sleep wraps and bringing them to the world.

• Australian businesses are increasingly seeking growth beyond APAC, with 71% reporting higher trade volumes to Europe over the past year.
• Boutique baby brand Bundl Australia is one of them, leveraging smart shipping solutions and digital tools to bring its sustainable sleepwear to European markets.
• To compete effectively with local brands, Bundl built a transportation and logistics strategy that prioritized a seamless customer experience

As any sleep-deprived new parent knows, getting a baby to settle and fall asleep isn’t always easy. For thousands of years, parents have used swaddling to mimic the safety and comfort of the womb, soothing cranky newborns. Today, the practice of wrapping babies in snug fabric is still common across diverse cultures, from Asia to Europe.

What’s changed is the quality and variety of swaddle wraps that modern parents can choose from. From traditional muslin wraps to zip-up sleeping bags, there are options to suit different sleep needs and habits.

As consumers become increasingly conscious of personal health and environmental matters, brands like Bundl Australia are bringing high-quality products crafted from more sustainable materials to the world.

The global journey of an Australian SME

When Bundl founder Belinda Appleby had her first child, she sought organic yet convenient sleepwear for her precious new bundle. In doing so, she noticed a lack of infant sleep wraps that were not only warm and versatile, but also made with more sustainable materials.

Bundl was born to fill this gap in the market. The brand takes pride in offering baby sleep products, such as wool wraps made from certified organic cotton.

Like many Australian entrepreneurs, Belinda dreamed of sharing her labor of love with the world. Given the cross-cultural demand for safe swaddling products, Bundl was the perfect example of a "born global" business.

However, transitioning from a successful domestic operation to a global player calls for more than just a great product. It requires a transportation and logistics backbone capable of navigating complex international trade routes.

As Bundl set its sights on entering European markets, it recognized that international success would depend on speed, reliability, and local relevance. To bring this strategy to life, the Australian SME turned to FedEx’s cross-border shipping solutions.

Capitalizing on the APAC-Europe trade surge

Bundl’s expansion comes at a pivotal time for Asia Pacific (APAC) trade. FedEx’s latest Asia-Europe Trade Report reveals that 71% of Australian businesses have increased trade volumes to Europe over the past year, and 85% of APAC SMEs plan to enter or expand further into Europe within the next 12 to 24 months.

As trade corridors between the two regions strengthen, SMEs are finding new opportunities to reach consumers in the UK, France, and Germany.

The European holiday season presents a golden opportunity for brands to attract festive shoppers, but it also poses the challenge of peak season logistics. During this period, companies must manage huge spikes in orders while meeting consumer expectations for fast delivery – a tricky feat for a small, family-owned business like Bundl.

The Australian SME needed shipping solutions that offered both flexibility and precision, allowing it to scale operations up during the holiday rush and scale down easily as needed.

Leveraging the right tools for international growth

To compete with local European brands, Bundl had to offer customers a cross-border shipping experience that felt as smooth and seamless as a local one. It achieved this through a suite of integrated FedEx solutions designed to support SMEs.

Shoppers expect timely yet affordable delivery, but small businesses often struggle to meet both demands at once. FedEx International Connect Plus (FICP) has enabled Bundl to strike the right balance between speed and cost-effectiveness.

This e-commerce shipping service provides worldwide delivery in typically two to three business days* under one simple rate structure, allowing Bundl to keep shipping fees affordable for overseas customers without sacrificing reliability.

The Australian SME has also integrated FedEx Ship Manager with its e-commerce store. The digital tool enables Bundl to automatically generate shipping labels and documentation from order details, reducing manual errors and minimizing time spent on paperwork. This frees up Belinda and her team to stay focused on what matters: brand growth and product innovation.

Another tool that Bundl uses to save time and avoid delays is FedEx Electronic Trade Documents. Customs clearance is a common bottleneck that can increase delivery times in cross-border shipping. By submitting trade documents digitally, Bundl’s packages can benefit from smoother customs clearance**. This means their products can arrive on European doorsteps at speeds that rival local retailers.

Navigating peak season transportation and logistics with confidence

These integrated solutions have equipped Bundl to manage growing order volumes from Europe efficiently – even during the year-end holiday rush.

The peak season is the ultimate stress test for any supply chain. As trade between APAC and Europe surges, FedEx continues to enhance connectivity between the two regions to support demand. Bundl relies on FedEx’s extensive Asia-Pacific to Europe network, which currently features 26 weekly flights, to send its baby products seamlessly from Australian warehouses to European homes.

"Having a transportation and logistics partner that understands the nuances of the European market gave us the confidence to scale," says the team at Bundl.

Born global, made local

For other Australian SMEs looking to follow in Bundl’s footsteps, the message is clear: don't let borders become barriers. Start by identifying markets with strong demand for quality Australian products, and build a transportation and logistics strategy that prioritizes the customer experience.

Whether you’re an ambitious startup or a fast-expanding retailer, the global market is more accessible than ever. With reliable transportation and logistics support, your brand can make the leap from local audiences to the global stage.

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Explore how FedEx International Connect Plus can help your business reach new customers across Europe and beyond.

*Availability of services and transit times may vary depending on the origin and destination postcodes. For more information, head here.

**Electronic trade documents are accepted by customs and border authorities in selected countries only. Head here for more information.