The business empire built by Shark Tank judge Naomi Simson has launched a prominent US brand into the Australian market, as part of a push to raise funds for charity.
The Big Red Group (BRG) — which was co-founded by Ms Simson and includes the RedBalloon, Adrenaline, Marketics and Redii brands — unveiled the new partnership with IfOnly.
IfOnly sells experiences and adventures that are designed around a mission of “social good”, with as much as 80 per cent of funds raised being donated to a relevant charity.
“The brand launches locally with more than 20 charities set to benefit initially, including Cancer Council, R U OK?, Starlight Children’s Foundation, OzHarvest and Sony Foundation,” BRG said in a statement.
Ms Simson said the partnership is recognising the growing importance that consumers are placing on engaging with businesses that have a social conscience.
“Australians are known as charitable people, and the way we value activities and our time more than material possessions is unlike any other time in history,” she said.
“BRG is focused on offering a broad range of experiences, across different brands, that serve different purposes for our customers and clients. And being able to offer a fundraising channel for Australia’s not-for-profit sector adds greatly to our social commitment.”
In fact, the statement said the Ms Simson will be personally hosting a range of premium experiences, the proceeds of which will go to the Research Foundation of Cerebral Palsy Alliance, where she sits on the board of governors.
“By combining the Australian experiences market leader with the leader of premium experiences in the US, we are able to bring our unique offering to new audiences and support more causes,” IfOnly’s American CEO, John Boris (pictured with Ms Simson), said.
“We raise millions of dollars for charities in the US, and we can’t wait to do the same here in Australia through our partnership with BRG.”
Among the initial experiences up for grabs as part of the launch are VIP tickets to meet singer Ariana Grande at one of her US “Sweetener” shows; dinner and a personalised tour of the SGC by Australian cricketing great Michael Clarke; and a South African rhino conservations experience at Umganu Lodge.
Adam Zuchetti is the editor of My Business, and has steered the publication’s editorial direction since early 2016.