Copy of Our Story

Hi, I’m Wendy Fleisher, the founder of Alimasy — and a mum of two who knows exactly how chaotic the school rush can be.

Alimasy was born out of years of school mornings that didn’t go to plan. You know the kind — where finding the right lunchbox, packing the library book, or discovering a broken zip turns into a full-on meltdown (and not just from the kids!). I wanted school bags that were functional, high quality, and looked amazing — but what I kept finding were cheaply made options that didn’t last the term, or designs my kids simply didn’t love.

So, I set out to create something better. Alimasy designs are made to be kid-loved and parent-approved — colourful, on-trend prints that match your child’s personality, with high-quality materials that stand up to real life. I design every product with the same care and thought I’d want for my own family.

Every bag we create is backed by a lifetime warranty because I believe parents shouldn’t have to waste time or money replacing products that break too soon. We’re also proud to give back — $1 from every order supports local Australian charities doing amazing work in our communities.

Alimasy is more than a bag — it’s about helping busy families feel like they’ve got one thing sorted. It’s about giving kids a reason to smile as they head off to school, and giving parents peace of mind that they’ve chosen well.

Thanks for being here — I can’t wait to grow with your family.

Much Love,
Wendy x
Founder, Alimasy