When Kelly Walker founded KLIPSTA, she had one goal—to solve everyday problems in the most practical way possible. Now, her clever accessories brand sells 40,000 clips a month across 12 countries and is expected to rake in $10 million this financial year. Alongside Julie Benhammo, a former fashion industry heavyweight who led business development at Versace and Diane von Furstenberg, KLIPSTA is scaling fast while staying laser-focused on customer needs, smart growth, and building a brand that lasts.
In this Checkout episode, Kelly reveals a super random Instagram buy, and Julie recounts a misorder that resulted in a lifetime supply of Sharpies. The duo also share the game-changing tech keeping KLIPSTA profitable, the brands they can’t stop watching, and the reality of juggling global business growth with family life.
An Impulse Buy & Crazy Misorder
For someone obsessed with practical solutions, Kelly is the first to admit that she’s not immune to a late-night shopping mistake. “I was scrolling Instagram at midnight and bought this tiny tool that supposedly breaks your windscreen if your car falls into a river. I don’t even know why—I’ve never thought about this in my life! But in that moment, I was convinced I needed it. Not only for me—I bought them for my friends too!” Unfortunately, the product was a total letdown. “When it arrived, it was such a piece of rubbish. Straight in the bin. But at midnight, it felt life-saving.”
Julie’s issue wasn’t what she bought—it was how much.
I needed a Sharpie to write my kids’ names on their clothes for school. Somehow, I ended up ordering 250 Sharpies. I now have enough for a lifetime. Same thing happened with sticky notes—I have 30 packs. If you ever need office supplies, just call me.
The Brands That Are Nailing It
With years of experience scaling international fashion brands, Julie knows a thing or two about what makes an eCommerce business stand out. Right now, two brands have caught her eye for their smart strategy and execution.
“July. I love what they do—their branding, their product, how they communicate. They’re just so smart,” she said, pointing to the Australian luggage brand’s seamless blend of product innovation, marketing, and customer engagement. Another standout? A fellow Add To Cart guest. “Who is Elijah is another one. We heard them on Add To Cart, and they’re doing an incredible job.”
For Kelly, it’s all about the online shopping experience, and one brand in particular stands out.
Shopify is our go-to platform. It’s just so easy to use and inI think Bed Threads is fantastic. The amount of product they have on their website and the way it’s merchandised—it’s such a smooth experience. That’s a site doing some serious heavy lifting.
Both Kelly and Julie agree that the best brands aren’t just selling products—they’re creating a seamless experience that keeps customers coming back.
The Tech Keeping KLIPSTA Clipping Along
Running a multi-million-dollar eCommerce business requires the right tools, and for KLIPSTA, Shopify is the foundation of everything they do. “I just love the Shopify app. I check it constantly,” said Kelly. I can see exactly what’s happening in the business from so many angles—orders, trends, reports. I don’t know how we’d function without it.”
But as KLIPSTA has scaled, they’ve needed more than just a great eCommerce platform—they needed a way to track profitability in real-time. That’s where ProfitPeak comes in. “ProfitPeak is incredible. It helps us understand how much we should be spending on ads and whether those ads are actually driving the right customers,” Julie explained. Before using it, they’d often get caught up in top-line revenue numbers. “We’d be thrilled about sales numbers, but now we’re much more focused on profitability.
”Beyond ad spend, ProfitPeak is also giving KLIPSTA better insights into how customers shop. “It also helps us see customer journeys more clearly—what’s really bringing them in, what’s selling together. It’s a game-changer for decision-making.” By combining Shopify’s day-to-day tracking with ProfitPeak’s profitability insights, KLIPSTA is ensuring they scale smart—not just fast.
Some Sources of Inspo
When it comes to business inspiration, Kelly and Julie both turn to the same go-to podcast: How I Built This by Guy Raz. As a show that dives into the stories behind some of the world’s biggest brands, it’s been a huge source of motivation for them both. “That’s how we bonded, actually!” Julie shared. “We were talking about how much we love hearing the stories behind businesses, and How I Built This is our absolute favourite.”
For Kelly, the podcast is a powerful reminder that success is never a straight line.
It’s so inspiring to hear that these massive brands didn’t have it easy either. Every founder has faced obstacles—it’s just about pushing through.
They also gave a shoutout to Add To Cart, saying they love that we offer both practical takeaways and inspirational stories—a balance they find invaluable as they continue scaling KLIPSTA into a global brand.
Balancing Big Growth With Bigger Responsibilities
While KLIPSTA is expanding rapidly, both Kelly and Julie are juggling another major responsibility—family life. For Kelly, the biggest challenge is prioritising time for herself in the midst of running a business and raising three kids. “I know I’m at my best when I meditate,” she admitted. “The problem is actually making time to do it consistently. Some days, I do. Some days, it just doesn’t happen.”
Julie, who recently moved to Australia with her young children, is still navigating the balancing act of work and motherhood. “The balance everyone talks about? Turns out it doesn’t exist,” she said. “It’s a constant juggle. My kids are little, they need me, and we don’t have family here. But the business is also in startup mode, so it’s all hands on deck. Some days, it feels impossible to do both well.” She knows she’s not alone in that feeling, though. “Every working mum feels this, though. It’s just about doing your best and knowing it won’t ever feel perfect.”
Clipping It All Together: Lessons from KLIPSTA’s Journey
KLIPSTA’s story is a reminder that eCommerce isn’t just about growth—it’s about finding smart, sustainable ways to scale without losing focus. Kelly and Julie have built a brand that solves real problems, but they also know that running a business is about more than just numbers. Whether it’s choosing the right tech, keeping an eye on the best brands, or trying (and sometimes failing) to maintain balance, their approach proves that great businesses aren’t built overnight—they’re built with intention. And if all else fails? At least they’ll never run out of Sharpies.
The Checkout is a short snippet of our conversations.
