Deep within Billinudgel lives an importer and wholesaler of the world’s most innovative baby’s and children’s gear, or ‘lifestyle products’ as they are referred to in the industry.

Western Bloc boasts numerous upmarket labels including giimmö, Pooki & Co, Zuny and Ikaboo. Stocking over 500 retailers in Australia and New Zealand, this small family-run company is slowly and surely taking flight.

“We’ve been going two years now, so we’ve got a strategic plan and we are more or less following it,” said director Peta Sollander, who runs the small family firm with her partner Damien West (both pictured).

“But we still need a lot of help along the way.

“We gave Aub Eardley from the BEC a call because although we have had some wonderful mentoring from my father, we thought it would be beneficial to draw upon even more experience and knowledge.

“Aub is very approachable, with sound knowledge in both retail and back-end business functioning. And he’s so eager and willing to provide the support necessary to assist young businesses like ours in growing exponentially.”

“Peta’s an enthusiast” said Aub. “And the product is fantastic.

“One in particular – the range of giimmö kid’s rechargeable night lights that fade in and out of the colours of the spectrum. This product really is something.”

Today’s consumers demand products that are not only safe for their children, but are also functional and fun.

Sydney’s Kids & Co Clinical Psychology has been stocking the giimmö rechargeable night lights for over 12 months.

“They have proven to be an excellent tool in calming children before they go to sleep,” said clinical psychologist Anna Cohen. “The parents and children love them.”

Western Bloc children’s ranges can be found at local businesses such as Echidna Place in Bangalow, the Byron Baby Shop, Greenhouse and Smarty Pants in Byron Bay, Love Child in Mullumbimby and FunKid in Ballina.

The Northern Rivers Business Enterprise Centre’s free professional business consulting services are available for all businesses, great and small.

Aub can be contacted through the BEC on 1300 650 058 or or visit