Australia & New Zealand's Most Trusted D2C Brands 2026 › Seed & Sprout
#74 of 100 – Home & Living

Seed & Sprout

Seed & Sprout designs its own reusable lunchboxes and kitchenware and sells only its own brand through its online store, which SmartCompany describes as a thriving online operation, alongside 72 Australian stockists.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 82/100
Seed & Sprout ranked #74 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score71.70out of 100
ANZ D2C rank#74 of 100
HeadquartersBillinudgel, NSW, Australia
Founded2016
Latest revenueA$27.5M revenue (FY2026)
Trust pillar82/100

The Seed & Sprout story

Seed & Sprout was founded in Australia in 2016 by Sophie Kovic and is owned today by Private. It is one of 10 Home & Living brands in this year's ranking, where it places #7.

Why people trust Seed & Sprout

SmartCompany reports it overcame a post-Covid decline under chief executive Rebecca Williams, who joined in September 2022, with sales up 232% year on year by September 2025.

The watch-out

Sales declined after Covid under its first chief executive, the split between online and stockist sales is not disclosed, and it sells into a crowded reusables market.

Why Seed & Sprout ranks #74

Strongest of the four trust-led pillars

Consumer Trust & Sentiment, scored 82 out of 100.

Room to grow

Brand Recall, scored 42 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Seed & Sprout scores 71.70 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
82
Brand Recall (18%)
42
Brand Positioning (15%)
82
Brand Love (15%)
80
Product, Innovation & Delivery (10%)
78
Digital & Financial Soundness (6%)
54
Governance & ESG (4%)
64

Versus its nearest rivals

72UniMedInsurance · 72.7473Kogan.comMarketplaces · 72.6674Seed & SproutHome · 71.7075City ChicFashion · 71.7076The Hamper EmporiumFood · 71.62

Questions people ask

What rank is Seed & Sprout in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?

Seed & Sprout ranks #74 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 71.70 out of 100.

Why is Seed & Sprout trusted?

SmartCompany reports it overcame a post-Covid decline under chief executive Rebecca Williams, who joined in September 2022, with sales up 232% year on year by September 2025.

What is Seed & Sprout's revenue?

A$27.5M revenue (FY2026), as stated by the company.

Who owns Seed & Sprout?

Seed & Sprout is owned by Private. It was founded in 2016 in Australia and is based in Billinudgel, NSW, Australia.

What is Seed & Sprout's biggest challenge?

Sales declined after Covid under its first chief executive, the split between online and stockist sales is not disclosed, and it sells into a crowded reusables market.

Key facts

BrandSeed & Sprout
Company / ownerPrivate
HeadquartersBillinudgel, NSW, Australia
Founded2016
Founder(s)Sophie Kovic
Latest revenueA$27.5M revenue (FY2026), as stated by the company
SectorHome & Living
Country of originAustralia

Sources

  • Revenue figure published by the company in its own announcements
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in Australia or New Zealand, are controlled there today, and sell mainly direct to consumers: online, by app, by phone or mail order, or through their own stores under their own label. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as lodged with the ASX or NZX, with ASIC or the New Zealand Companies Office, or published in company results, or, where marked, as stated by the company itself. Figures are in Australian or New Zealand dollars unless noted, and are not converted. Some figures are for a parent company segment, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.