NEW ARRIVAL

ALF X APÉRO

Introducing our limited edition grab-and-go tote. The perfect sidekick to handle anything parenting throws at you.
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ESSENTIAL PARENTING

LIMITED EDITION GIFT SETS

Gift your loved one (or yourself) a set that'll be the envy of mother's group, while you save up to $164 AUD.
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Luxury baby bags and accessories.

Effortless style and essential practicality for parenthood and beyond.

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New Arrivals

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Laura Tote (Alf x Apéro)
Laura Tote (Alf x Apéro)
$189.95
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Luxe Medium Pouch
$129.95
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Luxe Petite Pouch
$99.95
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Luxe Dot Wallet
$79.95
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Luxe Looped Key Ring
$39.95
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33 products
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Carabiner Capsule

Mix and match elevated accessories for an iconic handbag or pram bag.
DESIGN YOURS
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AWARDED BEST CHANGING BAG

Bring home an award winning baby bag

Discover our international award-winning baby bags.
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Most Popular

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Luxe Ari
$449.95
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Grande Carabiner
$49.95
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Luxe Knot Key Ring
$49.95
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Luxe Medium Pouch
$129.95
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Luxe Petite Pouch
$99.95
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27 products

Shop by category

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Baby Bags
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Pram Bags
Baby Change Mat - Alf the Label
Newborn
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Accessories

Bring home the baby bag you love with all the organisation you need
as a parent.

Alf x Dress for Success

Supporting women returning to work

We proudly partner with Dress for Success to donate $1 from every sale to support and empower women in finding employment and re-joining the workforce.

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The Diaries

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Mother's Day Gift Ideas - Alf the Label
Mother's Day Gift Ideas
In Conversation with Rachel & Sophie
In Conversation with Rachel & Sophie
Introducing Alf x Apéro
Introducing Alf x Apéro
Alf x Peachii
Alf x Peachii
How To Choose A Maternity & Nursing Bra
How To Choose A Maternity & Nursing Bra
Easter Traditions From Around The World - Alf the Label
Easter Traditions From Around The World