Consumers have been warned after online retailers made false claims linking their businesses to the Bondi Beach attack while promoting clothing and accessories sales.
False Bondi Beach Claims Raise Consumer Concerns
Authorities issued warnings after two online retailers were found to have made misleading claims about connections to the Bondi Beach attack.
In January 2026, the fashion retailer Isla & James attracted attention after promoting a closure sale that referenced the Bondi Beach attack. The site claimed one of its co-founders had been shot in the 14 December incident and presented itself as a Bondi Beach business.
Investigations later found no verified trading address in Bondi Beach and no evidence linking the retailer to a local business.
A separate warning was issued on 19 February 2026 concerning Bondi United, an online store selling clothing and accessories through the websites bondiunited.com and bondiproject.com. Authorities determined the business had made false claims suggesting links to the attack and support for victims.
Both Bondi United websites have since been taken offline.
How The Online Stores Attracted Buyers
The online promotions relied on emotional messaging linked to the Bondi Beach attack.
One customer reported spending $250 after seeing an advertisement connected to the tragedy and believing the purchase would support people affected by the event. The customer later said the order had not been delivered and that the items appeared likely to come from an e-commerce platform.
Authorities have warned that similar online retailers can appear convincing because websites may look sophisticated and include details that suggest a local connection.
Warning Signs For Online Shoppers
Consumer guidance highlights several indicators that a website may not represent a legitimate Australian retailer.
These signs can include the absence of an Australian business address, no listed phone number, no .au domain name, or an Australian Business Number that cannot be verified.
Consumer advocates also note that these stores may present large discounts that appear genuine, making it harder for shoppers to distinguish misleading offers from legitimate sales.
Monitoring And Consumer Reporting
The websites connected to Isla & James and Bondi United have both been taken offline.
Bondi United has indicated it will provide refunds to consumers who contact the business requesting one.
Authorities have warned that traders removed from the internet may attempt to reappear under different web addresses. Consumers who are dissatisfied with their interactions with these businesses can lodge complaints with NSW Fair Trading or Service NSW, while suspicious stores linked to the Bondi Beach attack can also be reported to Scamwatch.
Published 16-Mar-2026
