It had become a joke around the family breakfast table that Amanda Franklin should start her own company. The Perth mum of three found herself an object of constant curiosity from parents when she was out and about with her American wagon pram. The market to sell them in Australia, she says, was obvious.

But it wasn’t until she found herself redundant in November 2024 after 15 years with the Commonwealth Bank and baby number three in arms, that Franklin started to take the idea seriously.