Australian brand STAX earns $200k in four minutes with MAFS star collaboration

Activewear brand STAX is loved by stars and shoppers – now its Sydney owner has revealed the clever trick behind its viral popularity.

An Australian woman has revealed a single text message earned her $200,000 in just four minutes.

Matilda Murray, from Sydney, has shared the clever marketing strategy she uses ahead of a new launch on the activewear brand STAX which she co-owns with husband Don Robertson, 33.

The 30-year-old has built a solid database of over 100,000 customers who are given “VIP” access to their latest collection the night before a main sale begins.

Everyone on the list receives a text alerting them that a temporary window has opened to buy the clothing before the general public – with Matilda telling it works “exceptionally well”.

“VIP early access time is never announced,” she said.

“Those who have signed up via the link have the opportunity to shop a night before the general public – with the VIP launch open for 30 minutes or the first 1000 orders only.

“We have a very engaged community who love that they get the opportunity to secure their pieces before the official launch.

“We often sell out of pieces too, so essentially they get ‘two goes’ at snagging the bestsellers.”

On Thursday, the brand gave shoppers access to its Winter 22 collection – a capsule collection of “versatile” tracksuits for the cooler months – and shoppers went wild, snapping up $200,000 of stock in under five minutes.

The brand teamed up with MAFS alum Domenica Calarco who modelled the items and posed for the marketing campaign, with Matilda explaining the reality star has been the “perfect fit”.

“Dom and I became friends prior and we were looking for someone that represented the vision for the collection – someone that everybody loves and can relate to,” Matilda said.

“Australia adores Dom and she’s been an absolute pleasure to work with.”

Earlier in the week, Dom’s promotional post with STAX went viral after a Qantas employee photobombed her at the airport.

The 28-year-old was returning to Sydney after attending the Logies on the Gold Coast when she posed for a series of snaps wearing a brown tracksuit from the new STAX collection while waiting in the check-in line at the airport.

However, as Dom gave a sultry glance over her shoulder while leaning against a white suitcase, the airline staffer posed behind her, sticking both his hands in the air in “V” signs.

Social media users quickly spotted the airline worker’s “brilliant” move – labelling the employee a “legend”.

“LOVE THE PHOTOBOMB,” one user wrote.

“The guy at the front desk is brilliant,” another said.

And one declared: “This Qantas employee is a legend.”

So many of Dom’s followers commented on the mystery star in her snap, she responded, writing: “He was the best!”

The Qantas employee appeared in the background of another photo on Dom’s post – a paid collaboration with the activewear brand she is wearing in the snaps – but this time he appeared to be hard at work.

Since appearing on the 2022 season of MAFS, Dom has been forging a successful career as a fashion and beauty content creator.

She’s collaborated with Australian e-tailer Showpo to launch her own capsule collection featuring 50 pieces priced between $44.95 and $119.95.

Dom also relaunched her OnlyFans account on Thursday, releasing the racy image at the heart of the show’s “naked photo scandal” in a bid to “take back” her power.

“Releasing it is a very Domenica way of taking back my power by going, ‘You know what, you wanted the photo, here you go. But guess what, you’re gonna have to pay for it,’” she told

“Everyone wanted to know what all this bulls**t was about – well you can see it for yourselves now.”

Originally published as STAX earns $200,000 in minutes with MAFS star collaboration

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