AUSSIE is a fully integrated international brand that embodies the spirit of Australia. Originally a WWI nickname for the highly respected Australian soldiers, "Aussie" has evolved into a symbol of the Australian way of life. At AUSSIE, our brand reflects the values of trust, honesty, loyal friendship, and a down-to-earth charm— lightly seasoned with a mischievous grin and a relaxed fun attitude to life.
Synonymous with quality and value, we are advocates for an authentic Australian lifestyle, without pretence and with plenty of happy and life-affirming experiences.
Our Services
AUSSIE spans a wide range of hospitality ventures, including a contemporary London restaurant (launching in 2025!), takeaway café, catering services, online and retail sales of Australian products, and production and distribution of our signature savoury pies. Our strategic focus leverages the AUSSIE brand across multiple sectors, creating economies of scale and fostering a community that shares a love for the Australian lifestyle.
As we grow, AUSSIE will expand and diversify beyond hospitality into sectors including travel, food products, media, and more.
Our Purpose
Founded by Geoff Webb, an Australian living in London for over 30 years, AUSSIE began as a humble pie-baking venture during the COVID-19 pandemic. What started at Portobello Market quickly revealed a broader demand: both expatriate Australians and UK locals embraced the authentic tastes and nostalgic connections to Australia. This discovery underscored the deep, positive bond between the UK and Australia, with over 80% of Brits holding favourable views of Australia (YouGov).
Our mission is to provide genuine Australian lifestyle experiences, far removed from the funny but unrepresentative cartoon character stereotypes.
Scaling for Success
While our roots are in hospitality—with catering services via AUSSIE Catering, online sales via AUSSIE Shops, and pie distribution via AUSSIE Pies—our vision is far-reaching.
Long-term, AUSSIE aims to diversify into industries such as travel, entertainment, food and beverage, and even ventures like AUSSIE Beer or AUSSIE Members Clubs.
Our ambition is to elevate AUSSIE to a global brand on a par with icons like Virgin or Easy.