Koala® Tech Stack

Direct-to-consumer furniture brand scaling via paid social and sustainable design

Retail Alexandria , New South Wales 201–500 employees Founded 2015 Privately Held

Koala is a Sydney-based furniture e-commerce business built around direct-to-consumer channels—Meta, Google, YouTube, and TikTok dominate the stack—with an engineering-light org (4 engineers, 201–500 total headcount) and a marketing-dominant hiring surge (23 open marketing roles vs. 4 engineering). The active project mix (paid media strategy, creator activation, email marketing, global measurement framework) and pain points (maximizing marketing ROI, scaling creative production, optimizing social spend) reveal a company accelerating customer acquisition through performance marketing rather than product development.

Tech Stack 10 technologies

Core StackNetSuite AWS Meta Google YouTube TikTok LinkedIn Recruiter Instagram

AdoptingAirtable Asana

What Koala® Is Building

◆Challenges

Reducing part complexity
Improving product efficiency
Maximising marketing roi
Respond swiftly to market changes
Rapid scaling into new markets
Optimizing social media spend
Scaling local community
Optimising discount rates and contribution margin
Scaling creative production
Customer acquisition and retention

▲Active Projects

Email marketing strategy
Paid media strategy across meta, google, youtube, tiktok
Global measurement framework
Implement operational initiatives to improve customer experience
Packaging solutions for upholstery textile and homeware products
Budget and forecasting process
Creator account activation campaign
Second home sustainability program
In-house testing capability development
Paid social creative strategy

Hiring Activity

Accelerating45 roles · 25 in 30d

Department

Marketing

Engineering

Finance

Ops

Product

Support

Design

Seniority

Mid

Senior

Lead

Manager

Director

Notable leadership hires: Head of Marketing, Social Media Lead, Social Creative Lead

Company intelligence

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About Koala®

Koala manufactures and sells furniture direct to consumers, with a product focus on mattresses, bedding, and upholstered pieces. Founded in 2015 and headquartered in Alexandria, NSW, the company positions sustainability as a core differentiator—it holds B Corp certification, contributes to 1% for the Planet, and has donated over $4M to wildlife conservation. The operations span design and R&D in Sydney, global supply chain, and customer experience across Australia, Japan, and the United States. Current scaling efforts target new geographic markets and improved operational efficiency across packaging, product design, and demand forecasting.

HeadquartersAlexandria , New South Wales

Company Size201–500 employees

Founded2015

Hiring MarketsAustralia, Japan, United States

Frequently Asked Questions

What is Koala's tech stack?

Koala runs NetSuite for backend operations, Meta and Google for advertising and analytics, YouTube and TikTok for content distribution, and AWS for infrastructure. The company is actively adopting Airtable and Asana for workflow and project management.

Where is Koala headquartered?

Koala is headquartered in Alexandria, New South Wales, Australia. The company also actively hires in Japan and the United States to support global expansion.