The spark behind the brand

Maria Baker didn’t just want to make snow apparel; she wanted to change the experience for women on the slopes. After years of skiing in gear that didn’t fit or feel right, she launched Nobody’s Princess, a snow apparel brand that ensures no woman feels uncomfortable or uncatered for at the snow.

“It all started on a chair lift,” she recalls. “It was early in the snow season of 2018. I was wearing my brand-new snow pants. They were snug, bright white – and the seam split after just a few runs. That’s when I realised, these pants weren’t made for women like me.”

That uncomfortable moment turned into a bigger realisation, nearly every woman Maria spoke to on the slopes had the same issue. Snow gear that didn’t fit. Pants that gaped, pulled, restricted movement, or simply weren’t designed with a woman’s shape in mind.

“The conversations never stopped. It wasn’t just one bad pair—it was all of them. So, I decided to do something about it.”

The challenge

Nobody’s Princess was founded in 2020 and quickly gained traction, with the brand now stocked in over 35 stores across Australia, New Zealand, and Japan. Within a few short years, Maria’s e-commerce store was reaching snow-lovers around the world.

But as the business grew, so did the pressure on cash flow. With overseas manufacturing, suppliers in China required deposits of up to 50% upfront and full payment before shipping—often months before revenue came in from retail partners.

She needed a financial partner that understood the nature of seasonal, inventory-heavy businesses—and could offer a flexible solution.

The turning point

Maria’s commercial broker introduced her to NAB’s Small Business team, where she met Kelvin Lam, Business Banker at NAB. After understanding the unique challenges of her growing business, Kelvin quickly identified Trade Finance as a way to bridge the funding gap created by upfront supplier payments and delayed retail income.

“NAB’s Trade & Working Capital Finance has deep-rooted international trade expertise that delivers bespoke solutions, allowing us to turn Maria’s cash flow challenges into opportunities. At NAB, we understand our customers’ needs and go above and beyond to provide the best outcome,” Kelvin says.

What stood out to Maria was NAB’s ability to tailor support for small businesses like hers. Unlike many other banks, NAB offers dedicated Trade Working Capital (TWC) expertise within its Small Business division. Working with Kelvin and a TWC specialist, Maria gained access to a solution designed around her production cycles and growth goals.

The solution

Maria secured a sizeable Trade Finance facility from NAB, giving her the upfront capital needed to fund manufacturing while maintaining cash flow. With visibility over repayment terms—including principal and interests, she could confidently manage costs, set margins, and plan for growth.

“Beyond easing financial pressure, the facility gave us stronger negotiating power with suppliers and freed up much-needed funds to reinvest into marketing, inventory, and operations,” Maria says.

Maria also transitioned her business banking to NAB, including merchant services, NAB Connect, Foreign Currency support and transaction accounts—creating a streamlined, scalable setup for her expanding business.

The outcome

With NAB’s support, Nobody’s Princess continues to grow. Wholesale and online sales are increasing, and Maria is now in discussion to expand her Trade Finance facility to meet rising demand.

Her FX setup allows her to manage international payments with confidence, while NAB’s merchant systems ensure smooth transactions for customers across the globe.

“We’re excited for the future of Nobody’s Princess – we’re planning to purchase our own warehouse to support increased demand, which marks another step forward in our business journey.”

The future

From an uncomfortable experience to a thriving international brand, Maria Baker’s story is about more than apparel. It’s about reshaping the snow sports industry to be more inclusive—and building a business on comfort, confidence and community.

From startup challenges to scaling success, Maria’s journey shows what’s possible when bold vision meets the right financial partner.

NAB is proud to walk that path with her.