Embracing the underdog: The Australian challenger brands disrupting their categories

Josie Tutty

Challenger brands are not necessarily small or niche but can be any brand that is ready to disrupt by bringing something new to a category.

With a love for the underdog at its core, Australia has wholeheartedly embraced challenger brands of all shapes and sizes. Challengers, such as the furniture brand Koala, have become well-known and well-loved for their ability to poke fun at the cate

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