New Aim

Notes compiled from publicly available sources. Last updated: 2026-07-30. Every figure is linked to the source it came from and dated. Verify against primary sources before relying on them.

TL;DR

New Aim is a Melbourne e-commerce company that imports consumer goods — mostly furniture, bedding, appliances, outdoor and fitness products — sells them under 31 of its own brands through more than 30 Australian retail channels, and operates the warehousing, freight and software that other retailers plug into (about page, accessed 2026-07-30). It calls the model "business-to-many" (B2M). The company dates itself to 2005; founder Fung Lam says the business "started as an eBay store in 2003" (Stockland release, 2023-10-24). It has three business units: direct e-commerce operations, the Dropshipzone B2B2C marketplace, and AirOxy, an AI analytics product (Business News Australia, 2025-09-29).

• Revenue is on the public record as dated statutory bands, because the company files under the Modern Slavery Act: A$250–300M (FY20), 300–350M (FY21), 350–400M (FY22, FY23, FY24), and 300–350M (FY25) (register entries). The last audited figure to reach the press was FY21: A$39M net profit on A$343M revenue, with pre-tax profit over A$62M (The Australian, 2022-08-15).
• No external equity has been disclosed in 21 years. CEO Alex Ji: "We have always been self-funded in growing the business and have never taken any external equity" (2025-09-29). Macquarie was mandated in 2022 to raise up to A$100M; no completion has been announced. The company is "contemplating a potential ASX listing".
• Headcount is about 400, "from Melbourne, Australia to Guangzhou, China" (careers page), of which the in-house IT and data team is about 70 (2025-09-29).
• The stack is unusually well documented for a private company, because two cloud vendors published case studies. New Aim ran on-premises, migrated everything to Alibaba Cloud (ECS, ApsaraDB RDS for MySQL, CEN, CDN, OSS), then migrated to Google Cloud from March 2024 — Compute Engine, Anthos, Cloud SQL, Firestore, BigQuery, Cloud VPN, Cloud Armor, Vertex AI (Alibaba Cloud case study, Google Cloud case study). The internal platform is called AimCore and runs on BigQuery.
• Two Federal Court judgments turn on how New Aim handled supplier data. It lost at first instance in [2025] FCA 747 partly because it gave employees no work phones and no supplier-confidentiality agreement, then won on appeal in [2026] FCAFC 49 (2026-04-20) on a narrower case about 17 named suppliers (13 Wentworth Chambers, IP Law Watch, 2025-07-21).

Basic

Awards and rankings, each as dated by its source:

The company frames the market it operates in as structurally polarised: co-founder Cecilia Chiu writes that Australia's "$69 billion (2024)" e-commerce market is splitting between platforms that control demand and businesses that control fulfilment infrastructure, squeezing the middle (BNA, 2025-12-19). This is the company's own framing, published as sponsored member content.

Identity and legal entities

The change from Pty Ltd to Ltd is a change of company type on the same ACN, not a new entity. No company release, filing, or media report found on 2026-07-30 announces or explains it; see Notes.

Product

Three business units

Alex Ji describes New Aim as comprising three units: its original direct e-commerce operations covering the whole supply chain, the Dropshipzone platform, and AirOxy (BNA, 2025-09-29). The statutory filings describe the same business as four models (FY25 statement):

In-house brands

31 brands are listed on the brands page (accessed 2026-07-30): 5-Star Chef, Alba, Alfresco, Alpha, Aqua Buddy, Artiss, Cefito, Devanti, Emajin, Embellir, Everfit, Gardeon, Giantz, Giselle Bedding, Glacio, Green Fingers, Grillz, i.Pet, Instahut, Jingle Jollys, Keezi, Leier, Livemor, Lockmaster, Prime Turf, Rigo, Seamanship, Ul-tech, Wanderlite, Weisshorn, Zenses. The FY24 statutory filing lists eleven of these with their own D2C domains — artiss.com.au, cefito.com.au, devanti.com.au, everfit.com.au, gardeon.com.au, gisellebedding.com.au, jinglejollys.com.au, ipet-au.com, keezi.com.au, rigokids.com.au, weisshorn.com.au — plus artissin.com.au and cosyclub.com.au in FY22 (FY24, FY22).

Dropshipzone

Launched in Melbourne in 2012 and founded by Cecilia Chiu (about page, BNA, 2025-09-29). It transitioned from a wholesale-style platform to a marketplace in October 2022, after which DSZ Suppliers contract directly with retailers — a change the company itself described as reducing its own oversight of those suppliers' labour practices (FY22 statement).

• Commercial terms: free to sign up, no upfront costs, subscription fees or membership fees; no minimum order quantities; an active ABN or ACN, a company name and a link to an online store are required, with approval typically inside 2 business days (FAQ, accessed 2026-07-30).
• Catalogue: "Over 100,000 products available for resale" (homepage, accessed 2026-07-30) across 19 categories.
• Published policies: Supplier Service Level Agreement, Mandatory Injury Reporting, Product Safety Recalls, Ethical Sourcing, Banned Products, Price Comparison, Price Gouging, and Product Category Eligibility (policy page).
• Shopify app: launched 2020-05-15, free to install, rated 4.4 from 14 reviews, developer address 16-18 Cato St (Shopify App Store, accessed 2026-07-30).
• Retailer API: ten public endpoints under api.dropshipzone.com.au — auth, category list, category products, product by SKU, product search, stock, shipping cost, zone mapping, and place order. Access tokens expire in 15 minutes; the documented throttle is 60 requests/minute and 600/hour. The documentation was generated with apidoc 0.23.0 on 2021-07-07 and is versioned 1.0.1 (apidoc, api_data.json).
• A separate Supplier API was announced in August 2022 as "a first for Aussie suppliers"; no public documentation for it was found.

AirOxy

Described by the company as an AI-powered analytics and marketplace-intelligence platform, built out of AimCore's technology and running on Google Cloud (Google Cloud, 2024-09-11). It piloted at the Online Retailer show in July 2024; Alex Ji says the first public version was released "at the end of last year", i.e. end of 2024 (BNA, 2025-09-29). It was shown at the Google Cloud Summit in Sydney in July 2025 (company news).

Published feature areas (airoxy.ai, accessed 2026-07-30): sourcing price trend history, product rating, top selling, keyword recommendations, and a channel overview across Australian marketplaces, plus an AI chat assistant. The application's own route table additionally exposes AI content writing, AI image generation, product discovery, and competitor tracking with lowest-price export.

Pricing as displayed on 2026-07-30 (plans page):

All plans state profitability and margin analysis, sourcing from all major Australian marketplaces, and integration with Dropshipzone and Shopify. Payment is Stripe-only and AirOxy states it does not receive or store card details. Model-training opt-out is by email request (Terms of Use, last updated 2025-10-29).

Reported scale over time

Announced customers and partners

Stated plans

At the 20th anniversary gala in September 2025 the company named four growth engines: expanding its D2C e-commerce footprint, globalising the Dropshipzone marketplace, upgrading its proprietary AI-driven intelligence, and building "a unified, one-stop e-commerce ecosystem" (company news). In November 2025 at a Shenzhen summit it launched New Aim 360, described as an end-to-end enablement ecosystem integrating supply chain logistics, Channel-as-a-Service, AirOxy AI and after-sales support, and said over 100 companies approached it there (company news). Alex Ji frames AirOxy as analogous to AWS emerging from Amazon's internal systems, and says the company is "contemplating a potential ASX listing" while weighing several options (BNA, 2025-09-29).

Founder

Selected leadership

Current leadership as listed on the about page (accessed 2026-07-30): Alex Ji (CEO), Cecilia Chiu (COO), Stephen Xiao (CFO), Carrie Hu (CIO), Christine Peng (CPO — rendered 首席人力官, Chief People Officer, on the Chinese page).

Alex (Yiming) Ji, CEO from 2025-06-01 (announcement):

• Joined New Aim in 2021 as Chief Information Officer, then Chief Operating Officer, with the CTO title added to the COO role in September 2024 (company news).
• Before New Aim, senior data science leadership roles at NAB, Vocus Group and Sportsbet; visiting professor at Soochow University.
• Bachelor of Computer Science (Hons), software engineering and AI specialisation, Northwestern Polytechnical University; PhD in Information Sciences and Engineering, The Australian National University.
• CIO50 Australia awardee in 2023 and ranked no. 7 in 2024 (CIO50 2024, awardee profile).

Carrie Hu was promoted to CPO and the Executive Leadership Team in September 2024, won the CIO50 2024 "Next CIO Award", and won Digital Transformation Leader of the Year at the 2023 Women in Digital Awards for work including Dropshipzone (company news). She is listed as CIO on the about page but bylined as CTO on a June 2026 article (BNA, 2026-06-09); see Notes.

David Huang is quoted as "Chief Operating Officer, New Aim" in the undated Alibaba Cloud case study and is not named on any current company page (Alibaba Cloud, accessed 2026-07-30).

The about page lists the functions the company organises around: Buying; Human Resource & Admin; Finance & Legal; Customer Service & Quality Management; Warehouse; IT; Channels; Category. The FY25 filing lists Australian functions as brand, channel, finance, HR, data and analytics, digital product delivery, logistics and quality management (FY25 statement).

Funding

No external equity round has ever been announced. The company's position, stated by its CEO in September 2025: "We have always been self-funded in growing the business and have never taken any external equity to do this... Every year we put our profits back into the business to continue growing" (BNA, 2025-09-29).

No completion, withdrawal, or outcome of the 2022 Macquarie mandate was found in any public source on 2026-07-30.

Revenue on the statutory record

Each Modern Slavery Act statement declares an annual-revenue band for its reporting period. This is the only continuous, dated, first-party revenue series available:

IBISWorld separately reports A$356,565,000 total revenue for "2025" and A$320,514,000 for "2024", and 386 employees in 2025 including all subsidiaries (IBISWorld). Those figures do not line up with the register's period-by-period bands in the same order; see Notes.

Engineering

Technology stack and platforms

New Aim publishes no stack page. The items below are confirmed by vendor case studies, the companies' own releases, published API documentation, HTTP response headers, and a package published under a company email address — each labelled by evidence type.

Systems

Technical background sought

Only three roles were listed on the careers page on 2026-07-30: Staff Software Engineer (dated 05-02-2026), Quality Control Officer (05-02-2026), and Warehouse Picker & Packer – Derrimut/Truganina (15-06-2025). Both LinkedIn links for the first two resolve to LinkedIn's expired_jd_redirect, so the postings could not be read; the warehouse link goes to an Employment Hero listing.

The only engineering role text recoverable on 2026-07-30 is a Software Engineer posting, also expired, indexed as: Hawthorn East VIC 3123, on-site, permanent, full-time; design, develop, test, implement and maintain software applications, backend services, platform integrations and system components supporting New Aim's e-commerce platform; at least 1 year of relevant experience; experience with programming languages such as Java, Python or similar (Employment Hero listing and LinkedIn posting, both returning 404 or an expiry redirect on 2026-07-30; text from search-result indexing and therefore unconfirmed).

Archived snapshots of the careers page show how rarely engineering roles appear on it: warehouse, forklift and channel-growth roles in March 2025, warehouse roles only in October 2025, and quality-control plus warehouse roles in December 2025. The February 2026 Staff Software Engineer listing is the first engineering role visible on the page across the snapshots reviewed.

Industry domain

• Big and bulky e-commerce. The company defines big and bulky as products over 10 kilograms and states the category "cannot be easily automated", requiring more warehouse space, higher-touch handling, tighter inventory control and greater freight exposure (BNA, 2026-05-01).
• Australian marketplace and omnichannel integration — reconciling catalogue, inventory, pricing and freight rules across 30–40 distinct retailer and marketplace channels.
• China sourcing and cross-border supply chain. Most in-house brand product is manufactured in China; the group holds a Hong Kong holding company and a Guangzhou subsidiary handling IT and procurement (FY25 statement).
• Modern slavery, ethical sourcing and product-safety compliance. New Aim is a reporting entity under the Modern Slavery Act 2018 (Cth) and has filed six statements; it runs a Timber Due Diligence policy, an Ethical Sourcing Policy, supplier questionnaires, and from FY25 a management-level Risk Committee, with a unified ESG and supplier-compliance platform designed in FY25 for FY26 rollout (FY25 statement).
• Australian Privacy Principles under the Privacy Act 1988 (Cth), with disclosure to related bodies corporate in Hong Kong and China (privacy policy).
• Trade-secret and confidentiality law. Two Federal Court proceedings have turned on whether New Aim's China supplier identities were confidential and on how it managed employee access to them; see Notes.

Working conditions

Two employee-experience facts are on the record from the litigation rather than from company material: as at the period in dispute, New Aim did not provide employees with work mobile phones, did not restrict how supplier contact details were stored on personal devices, did not require deletion on departure, and had no mandatory confidentiality agreement covering supplier information (IP Law Watch, 2025-07-21). The Full Court later found that the identities of 17 specific suppliers were nonetheless confidential and were protected by white-labelling and employee access restrictions (13 Wentworth Chambers on [2026] FCAFC 49).

Notes

Not publicly disclosed

Search scope for the findings below (2026-07-30): www.newaim.com.au including robots.txt (which returns an empty 200) and every page linked from its navigation and footer — home, about-us, technology, brands (both pagination pages), careers, news, partnerships, contact-us, terms-and-conditions, privacy-policy, new-chapter-new-aim, best-managed-companies — plus the zh-cn mirrors; sitemap.xml returns 404; the engineering, tech, blog, developers, docs, api, status, careers, jobs and shop subdomains do not resolve; www.dropshipzone.com.au including robots.txt, sitemap.xml, about_us, press, faq, policy, privacy_statement and the apidoc bundle; airoxy.ai including its landing page, plans page, terms of use and published JavaScript bundle; the Australian Business Register; the Australian Modern Slavery Register (all six statements); the Deloitte Private and Google Cloud press rooms; the Google Cloud and Alibaba Cloud customer case studies; GitHub organisation and user searches for newaim, new-aim, newaim-it, dropshipzone, airoxy and aimcore; npm searches for airoxy and dropshipzone; the Shopify App Store; LinkedIn's company page and the two job links on the careers page; and English and Chinese searches for New Aim funding, the ASX listing, Guangzhou New Aim, New Aim Hong Kong, Werner Liu, and New Aim engineering hiring.

• No engineering blog, technical article, or architecture material of any kind. There is no engineering or tech subdomain, no blog on the corporate site, and no conference talk write-up. The published technical detail all comes from the two cloud vendors' case studies and three sponsored articles the company placed with Business News Australia.
• No open-source presence. No GitHub organisation exists under any New Aim, Dropshipzone, AirOxy or AimCore name; a newaim-it GitHub user account created 2025-06-02 has zero public repositories. The single public artefact is one npm package, @airoxy/create-react, last published 2024-02-29.
• No security certification is named anywhere — no ISO 27001, SOC 2, PCI DSS, IRAP or equivalent — and there is no security page, trust centre, subprocessor list or status page on any of the three product domains. Cloud Armor is the only named security control.
• No public documentation for the Dropshipzone Supplier API announced in August 2022, and no API documentation at all for AirOxy or AimCore. The retailer API documentation on the site was generated in July 2021 and its footer copyright reads "©2012-2020".
• No salary band, equity, visa-sponsorship statement, interview process, turnover figure, or remote/hybrid policy is published for any role, including the current Staff Software Engineer opening.
• No engineering headcount by function or location. The only breakdown found is "about 70" in IT and data out of about 400, from a media interview, and the statutory statements' description of the Guangzhou subsidiary as supporting "IT and procurement".
• No audited financial statements are published. New Aim lodges reports with ASIC — one was quoted for FY21 — but no annual report, balance sheet, or profit figure after FY21 was found in any public source. The Modern Slavery Register bands are the only continuous first-party revenue series.
• The change of company type from Pty Ltd to Ltd is unexplained. No release, filing, or article found announces it, states its date, or connects it to the ASX listing the CEO said the company was contemplating.
• The 2022 Macquarie mandate has no publicly reported outcome. Nothing found states whether the raise completed, was withdrawn, or was replaced.
• No valuation has been disclosed by the company. The A$280M figure is AFR's 2020 Fast 100 appraisal; Fung Lam's A$1.02bn 2021 Young Rich List entry is an estimate of personal net worth based on his ownership, not a company valuation.
• Ownership is not disclosed. No company page or filing found states the current shareholding after the 2021 Werner Liu exit.
• Neither the current name of the CIO/CTO role nor any CTO is unambiguously identified; see below.

Inconsistencies across sources

• Warehouse space, three live figures. ~70,000 sqm on the about and technology pages, still displayed on 2026-07-30, versus "more than 110,000 sqm" on the company's own February 2026 page and "more than 120,000 square metres" in May 2026. Google Cloud says "several warehouses over 100,000 sqm".
• Units shipped: "over five million units annually" (2026-02) versus "around four million units annually" (2026-05) — the later figure is lower.
• Household reach: "more than 60% of Australian households" (about page), "1 in 2 Aussies own a New Aim product" (homepage), "more than one in two households" (Google Cloud, 2024), and "more than 70% of Australian homes" (2026-05).
• Channels: "more than 40 channels" (about page) versus "more than 30 leading retail channels" (2026-05) and "over 30 online marketplaces" (Google Cloud, 2024); 35 in August 2022 and "more than 40" in October 2023.
• SKUs: 6,000+ across 450+ product lines (about page) versus 7,000+ across 400+ sub-categories (2025-09); 6,500+ in 2019. Dropshipzone separately advertises "over 100,000 products", which includes third-party supplier listings.
• Revenue for FY24 and FY25 do not reconcile between sources. The register declares FY24 at A$350–400M and FY25 at A$300–350M; IBISWorld publishes A$356.6M for "2025" and A$320.5M for "2024" — the same two magnitudes in the opposite year order. IBISWorld may label reports by publication year rather than financial year; neither source states which.
• Self-funding versus the 2022 raise. The CEO states the company has "never taken any external equity" (2025-09). Both statements can be true if the Macquarie process did not complete, but no source confirms that, and The Australian's report of borrowing to fund the 2021 founder settlement and of McGrathNicol being engaged is not addressed anywhere in company material.
• Carrie Hu's title. Listed as CIO on the about page and 首席信息官 on the Chinese page; bylined "CTO from New Aim" on 2026-06-09; promoted to CPO in September 2024 and called Chief Product Officer in the October 2024 CIO50 item (company news). Separately, Christine Peng holds "CPO" on the about page, rendered as Chief People Officer in Chinese.
• Alex Ji's title in the same October 2024 news item is given both as "Our CIO & COO, Alex Ji" and, in the adjacent item, as expanding "his role of COO to also combine CTO" (company news).
• Cecilia Chiu's title appears as COO on the current about page, Chief Strategy Officer in the Google Cloud case study and 2022 press, and CSO in 2023–24 award notices (about page, Google Cloud case study, company news).
• Founding date: 2005 per the company and 2005-08-22 per IBISWorld, with the ABN active from 2005-09-02, against Fung Lam's own "started as an eBay store in 2003" (Stockland, 2023-10-24) and "eBay only started in 1999, and I was using it from probably 2003" (The Australian, 2022-03-25).
• How many founders. The current about page names two co-founders, Fung Lam and Cecilia Chiu. CEO Magazine describes Fung Lam investing in New Aim "with Werner Liu", and the 2020 AFR Young Rich List entry listed Lam and Liu jointly as "founders and executive directors". Werner Liu appears on no current company page.
• Dropshipzone's corporate status: the Google Cloud release calls it a "subsidiary B2B2C marketplace", while the ABN register records dropshipzone as a business name of New Aim's own ABN and the Dropshipzone privacy statement says New Aim Ltd owns and operates it. No separate Dropshipzone legal entity was found.
• AirOxy pricing versus its own FAQ. The plans page lists A$29 and A$79 monthly tiers while the landing-page FAQ on the same site says "AirOxy is free for a limited time!" (both accessed 2026-07-30).
• Deloitte award year labelling. The company's news page files the award under February 2026 as "Australia's 2025 Best Managed Companies"; Deloitte's release naming New Aim is dated 2026-02-27 and also calls it the 2025 cohort.

Other

• The litigation record is the most detailed independent account of how New Aim operates. New Aim Pty Ltd v Leung concerns a former employee alleged to have disclosed the identity and contact details of New Aim's Chinese product suppliers to competitors, pleaded as breach of contract, breach of confidence, and contravention of s 183 of the Corporations Act 2001 (Cth). The sequence:
• [2022] FCA 722 — the primary judge rejected New Aim's expert evidence in its entirety after findings about how the solicitors prepared the report (KHQ Lawyers).
• [2023] FCAFC 67 — the Full Court unanimously overturned that decision and ordered a retrial before a different judge, holding that practitioner involvement in drafting expert evidence is not objectionable in itself (KHQ Lawyers, Mondaq).
• [2025] FCA 747 (No 4) — on retrial the Court held that the identity and contact details of all New Aim's suppliers as at January 2021 lacked the necessary quality of confidence, noting that employees were not given work phones, that storage of supplier contacts on personal devices was unrestricted, that deletion on departure was not required, and that no confidentiality agreement specific to supplier information was in place (IP Law Watch, 2025-07-21).
• [2026] FCAFC 49 (2026-04-20, Moshinsky, Thawley and Button JJ) — the Full Court allowed New Aim's appeal on a narrower case concerning 17 specific suppliers, holding that their identity and contact details were confidential, that they were reliable current suppliers suitable to the Australian market whose identification "would require substantial effort and time", that New Aim protected the information through white-labelling and employee access restrictions, and that Mr Leung breached both his contractual confidentiality obligation and s 183. Claims against two competitor respondents were remitted (13 Wentworth Chambers). A costs judgment followed as [2026] FCAFC 79 on 2026-06-01.
• The company's public technical writing is placed as sponsored content. Three of the four Business News Australia items cited here are labelled "Member news brought to you by" New Aim or one of its executives; the September 2025 listing story is a journalist-written article by Nick Nichols. The technical detail in the sponsored items is the most specific the company has published anywhere.
• The corporate site was rebuilt in 2024 and migrated platforms. The brand identity was refreshed in October 2024 with Christopher Doyle & Co (Mumbrella); archived pages show a WordPress site as recently as December 2025, and the live site is Webflow. Older URLs such as /about_us/ and /careers/ are still referenced from the AirOxy terms of use and from third-party pages.
• Statutory supplier-mix figures moved materially between FY22 and FY25. DSZ suppliers rose from ~17% to ~24% of total suppliers, Australian operational-support vendors fell from ~33% to ~25%, China operational-support vendors rose from ~5% to ~7%, and in-house-brand product suppliers fell from ~45% to ~42% (FY22, FY25).
• Supplier questionnaire coverage jumped in FY25: questionnaires issued to ~96% of first-tier suppliers with ~46% responding, described by the company as a nine-fold increase on FY24. Roughly one third of product suppliers supply timber products, all assessed under the Timber Due Diligence policy (FY25 statement).
• The eBay business remains a named channel after 21 years. OzPlaza was described in 2019 as accounting for about a quarter of revenue (CEO Magazine); eBay is still listed as a marketplace in the FY25 filing.
• An airoxyproductlensdev Azure Blob Storage host appears in the published AirOxy bundle, alongside the Google Cloud-only positioning in the 2024 release. The name suggests a development environment for a "product lens" feature; no company material mentions Azure or a feature by that name.

Resources

Every link below was checked on 2026-07-30. Four sources returned HTTP 403 to automated requests while remaining human-accessible, and their content was therefore not independently verified here: the four ft.com High-Growth Asia-Pacific ranking pages, the Monash University AUBCC item, and the Mumbrella brand-identity article. austlii.edu.au and judgments.fedcourt.gov.au both refuse automated access, so the four judgments are cited through law-firm and barristers' case notes rather than the judgment text; the AFR and The Australian articles are paywalled, and the two articles from The Australian are cited from the PDF copies New Aim hosts on its own CDN.

Official

• New Aim — www.newaim.com.au · About Us · Technology · Brands · Careers · News · Partnerships · Contact
• Terms and Conditions · Privacy Policy
• CEO transition announcement — Fung Lam hands over to Alex Ji, effective 2025-06-01
• Best Managed Companies page, February 2026
• Chinese-language site (ZH)
• Dropshipzone · About · Press · FAQ · Marketplace policies · Privacy statement · robots.txt
• Dropshipzone API documentation · api_data.json · api_project.json
• AirOxy · Plans · Terms of Use, last updated 2025-10-29
• Dropshipzone Shopify app, launched 2020-05-15
• npm — @airoxy/create-react
• LinkedIn — New Aim

Statutory filings and registries

• ABN Lookup — NEW AIM LTD, ABN 50 115 804 432
• Australian Modern Slavery Register — New Aim statements
• FY25 statement PDF · FY24 · FY22
• Register entries: FY20 · FY21 · FY22 · FY23 · FY24 · FY25

Vendor case studies and press releases

• Google Cloud — New Aim case study
• Google Cloud press release, 2024-09-11 — New Aim Taps Google Cloud
• Alibaba Cloud — New Aim case study (undated; accessed 2026-07-30)
• Alibaba Cloud — notice on ceasing operation of Australian and Indian data centers
• Stockland media release, 2023-10-24 — Melbourne Business Park lease
• RMIT University, 2025-06 — AI-driven e-commerce research partnership
• Deloitte Australia, 2026-02-27 — Best Managed Companies awards
• Monash University, 2025 — AUBCC case competition
• iTWire, 2024-09 — New Aim taps Google Cloud · IT Brief

Third-party coverage and profiles

• Business News Australia, 2025-09-29 — New Aim eyes potential listing to drive plans for a new AI-driven retail ecosystem (journalist-written)
• Business News Australia, 2026-05-01 — How New Aim engineered Australia's largest big and bulky e-commerce operation (sponsored member news)
• Business News Australia, 2026-06-09 — The next customer on your website won't be human, by Carrie Ruan Hu (sponsored member news)
• Business News Australia, 2025-12-19 — The growing divide in Australia's e-commerce market, by Cecilia Chiu (sponsored member news)
• The Australian, 2022-08-15 — Macquarie seeks $100m for 'retail's best kept secret' (PDF hosted by New Aim)
• The Australian, 2022-03-25 — Fung Lam's New Aim is changing Australian retail (PDF hosted by New Aim)
• The Australian / IBISWorld Top 500 Private Companies 2022 (PDF hosted by New Aim)
• CEO Magazine, December 2019 — Fung Lam interview
• Power Retail, 2022-07 — 20 questions with Cecilia Chiu · Power Retail, 2022-10 — 'Become a Superman'
• Internet Retailing, 2018-09 — Aussie seller cracks eBay benchmark
• Retailbiz, 2022-08 — Dropshipzone delivers new API for data integration
• Mumbrella, 2024-10 — New Aim refreshes brand identity
• CIO Australia — CIO50 2024 awards · Alex Ji awardee profile
• IBISWorld — New Aim Pty Ltd company profile
• FT / Statista High-Growth Companies Asia-Pacific 2023 · 2022 · 2021 · 2020
• AFR Fast 100 2020 · Fast 100 2018 · Top 500 Private Companies 2019 · Young Rich List

Litigation

• 13 Wentworth Chambers — New Aim Pty Ltd v Leung [2026] FCAFC 49 (2026-04-20, Moshinsky, Thawley and Button JJ)
• IP Law Watch, 2025-07-21 — New Aim misses the mark: New Aim Pty Ltd v Leung (No 4) [2025] FCA 747
• KHQ Lawyers, 2023-08-28 — New Aim: Full Court provides clarity on expert evidence ([2023] FCAFC 67, [2022] FCA 722)
• Mondaq — Expert evidence: New Aim Pty Ltd v Leung [2023] FCAFC 67
• Victorian Bar Commercial Bar Association digest — New Aim Pty Ltd v Leung

Web archive

• Careers page, archived 2025-12-14 · 2025-10-06 · 2025-03-15