There are times when you may notice a problem somewhere, and wonder why no one has sorted this out before. While most people may walk on by, the entrepreneur looks to dream up an elegant, perhaps creative solution.
For two of this innovation story’s co-founders, this is very much the case. Growing up as sisters swapping clothes surfaced the problem.
Having a famous uncle - Dave Faulkner of the Hoodoo Gurus - also gave them exposure to technological disruption.
“In 2000, 90% of musicians’ revenue came from the sale of physical CD sales,” said Dr. Genevieve Hohnen.
“Within 10 years the entire landscape had changed and musicians were making more from streaming than they ever had, with their entire back catalogue now monetised.”
This idea of connecting traditional markets with new economies and forms of experience was critical in the idea that ultimately led to The Volte.
With a background in political psychology and law, Dr. Genevieve Hohnen transitioned from academia to entrepreneurship, co-founding The Volte in 2017 alongside her sister Bernadette Olivier who had been working in hedge funds in the UK and USA watching the rise of the sharing economy and companies like Rent the Runway.
The Volte solved a problem that they had both experienced, and collectively, they decided to solve.
“We were always sharing clothes growing up,” said Genevieve, “And then as we grew older, had kids, attended so many weddings or balls, we realised there was not a lot out there. I went to rent a dress, and was told they did not have anything in my size, size 12, a fairly common size!”
“You don’t want to pay thousands of dollars for various dresses, wear them once, which is what you can end up doing with dresses for special events like weddings or balls.”
They set to work funding and building The Volte platform, which has since been dubbed the ‘Airbnb for Dresses’. The service allows individuals to rent and lend high-end fashion items directly from their closet, while promoting a circular economy in fashion.
The inception of the service was also driven by the founders' recognition of the environmental impact of fast fashion and the underutilisation of designer clothing.
They envisioned a peer-to-peer marketplace where women could monetise their wardrobes while providing others access to designer pieces at a fraction of the retail price. This model not only offered economic benefits to its users but also addressed sustainability concerns by extending the life cycle of clothing items.
“We saw the problem we’re solving as a ‘closet full of clothes, nothing to wear’, particularly in the Instagram age," said Genevieve.
“We’re also passionate about sustainability, and are trying to disrupt the ‘fast fashion’ industry, encouraging people to invest in real designer goods, rather than the environmentally damaging, ‘throwaway culture’ alternatives.”
Launching a startup while managing personal responsibilities with both Bernadette and Genevieve having 3 young children each during this period.
Despite the various hurdles, their diverse professional backgrounds — spanning law, academia, and education — contributed to the platform's robust foundation. Their collaborative approach and shared vision were pivotal in navigating the complexities of startup life.
Co-Founders Kellie Hush, Bernadette Olivier, Genevieve Hohnen and CTO James Linney
Impressive Growth
From its bootstrapped beginnings, the platform attracted over 100,000 active users within a few years and secured significant funding, including a $700,000 investment from angel investors and a subsequent $4 million round led by eBay Ventures.
These investments have facilitated partnerships with major retailers like David Jones, further integrating The Volte into the mainstream fashion ecosystem.
“Some potential investors we spoke to did not like the fact we were sisters, but in fact it’s been good, and you can be really honest with your sister,” said Genevieve.
“You can have a lot of hard conversations, and yet you’re still family, so nothing that happens can disrupt that. Our relationship has been a driver of our business not a hurdle.”
Advice for other founders
Dr. Hohnen emphasises the importance of adaptability and resilience in entrepreneurship.
“You have to be relentless. All of the time,” she says.
“The idea of being a solo founder is totally terrifying. I would never do it. You need someone else to be able to pick it up if you’re sick, or a member of your family is sick, or whatever it is.”
In 2022, Kellie Hush joined the team as a co-founder bringing her incredible background as a former editor of Harpers Bazaar and the CEO of Australian Fashion Week.
“We knew that whatever industry we were in we needed deep industry connections and knowledge to scale fast and Kellie has brought that and so much more to the team,” said Genevieve.
“There are times when things don’t go to plan, and having three of us really helps.”
She advises aspiring founders to embrace diverse perspectives, as the varied skill sets among The Volte's co-founders proved invaluable.
Moreover, she highlights the significance of sustainability, urging businesses to consider environmental impacts and to innovate accordingly.
Where does she think the technology could go in the future?
“In my dream world, you could go on holiday and have clothes delivered to your hotel. You’d travel without luggage,” she said.
The WA Ecosystem
When The Volte started, the WA ecosystem was evolving and growing but for female entrepreneurs in a commercial vertical it was challenging.
“We were incredibly lucky early on to have some fantastic people mentor us and provide guidance and introductions,” said Genevieve.
“The Perth Angels were our first funding round, Better Labs led our seed round and we have had incredible support from our investors over our journey.
“When things are hard, that is when the true value of strategic investment really pays off. It has been incredible to see the change and growth in the WA start up ecosystem - now there are a number of amazing accelerator programs and female focused events really looking to support female founders.”
Seamlist
In 2025, The Volte’s main product provides the technical and financial infrastructure linking traditional retail to the circular economy.
“Our Seamlist product integrates brands (Alemais, Bianca Spender, David Jones) directly to The Volte rental marketplace and to eBay for resale,” said Genevieve.
“We built the (Volte) marketplace to prove out the idea of clothing as an asset that can retain and create value. We see Seamlist is the next step in the evolution of the retail industry.”
Dr. Genevieve Hohnen's journey with The Volte exemplifies how innovative thinking, combined with a commitment to sustainability and collaboration, can disrupt traditional industries and foster meaningful change.
It’s one fashionable WA startup to keep an eye on.
Connect with Dr Genevieve Hohnen on LinkedIn to follow The Volte’s journey, and learn more about how the platform is reshaping Australia’s circular fashion economy via their website here.
To learn more about WA’s innovation ecosystem:
- Sign up to become a Meshpoints Partner for free and join 170+ organisations building a stronger culture of entrepreneurship and innovation in Western Australia.
- Explore the WA Innovative Society Index (grants, programs, startups) or Dealroom WA (startups, investors, funding rounds).
- View and subscribe to the WA Innovation Calendar to stay up to date with events, funding opportunities and ecosystem insights.
Stay tuned for our next WA Startup Stories feature, where we spotlight Dr Kath Giles, CEO and Co-Founder of OncoRes Medical. From surgical doctor to med-tech trailblazer, Kath is leading the charge in developing breakthrough imaging technology that helps surgeons detect cancer in real time. Her story is one of vision, resilience, and innovation, proving that world-class medical technology can be built right here in Western Australia.
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