New Zealand's largest buy-now, pay-later service has joined the increasingly crowded sector in Australia in partnership with the likes of Ally Fashion, footwear brand Senso and fast fashion retailer Glassons.
Privately owned Laybuy already has more than 1,200 Australian retailers and a new office in Sydney as it aims to compete with the likes of Afterpay Touch, Zip Pay, Humm and Splitit in the burgeoning pay-by-instalment space.
NZ retail veteran Gary Rohloff founded Laybuy in late 2016 with his 23-year-old son, Alex, and he describes it as the dominant player in New Zealand with half a million customers.
It has also launched in the UK and plans to enter the US soon.
"We're a company that has global ambitions," Mr Rohloff said.
"We're certainly on a trajectory that's pretty exciting."
Laybuy differs from Afterpay in splitting payments into six weekly instalments, instead of four fortnightly ones, which Mr Rohloff said was in response to customers who want to budget on a weekly basis.
Laybuy also offers "Laybuy Global", which lets merchants offer the buy-now, pay-later service to their international e-commerce customers.
While Afterpay describes itself as a technology company, Mr Rohloff said Laybuy was built from a retailers' perspective, by a team with half a century of retail experience.
"I understand retail and what it is that retailers are looking for," Mr Rohloff said, explaining that that was simplicity.
"We have seamless integration, we take on all the risk, we reduce the cost, but most of all for Aussie retailers is that we deliver over 500,000 Kiwi customers," he said.
Laybuy has already been operating in Australia to support Kiwi retailers but Mr Rohloff said it would be adding more "iconic Australian retailers" in the weeks to come.
The company has a staff of 30 and operates out of Auckland's North Shore, with offices in Sydney's Pyrmont and in London.
It has accepted some private equity funding but remains family owned and Mr Rohloff said it had no immediate plans to go public.