Since launching in 2014, Baker & Frost have been instrumental in helping a number of leading lifestyle businesses reach their commercial goals.

Through industry experience and partnerships with suppliers, clients and brands, we identify market opportunities and develop plans that minimise risk and are a solid foundation for growth.

We understand the circumstances and challenges of each business are unique and that a one-size-fits-all model does not yield optimum results. As such, Baker & Frost design tailored plans for each business and help guide them throughout the process.

Profit and brand equity are at the heart of our philosophy. Our intention is to guide your business through any obstacles and rise above them to stand out in a crowded marketplace. We’re here to help grow and protect your assets.



Commercial realities are always at the forefront of decision making with our clients. As such, Baker & Frost is able to negate the many challenges of an ever-changing market through an understanding of trade, consumer and brand landscapes and to apply this knowledge for commercial gain.



Regardless of whether a business is in its infancy or well-established, taking the next leap forward can be a daunting prospect. At Baker & Frost we aim to create a solid, reassuring environment that enables clients to feel empowered to challenge themselves and achieve their most ambitious goals.

We work closely with clients on the cusp of commercial expansion to tailor strategies and provide tools to bring about an effective execution. Our job is to guide, support and mentor, encouraging businesses to implement the necessary changes to prosper.



Director Petrina Baker is a business development specialist with experience spanning over 20 years. Throughout her career, Petrina has worked with a number of businesses and leading brands to achieve commercial success. With a talent for unearthing hidden potential and developing a unique offering, Petrina is able to coax the best out of brands.

Petrina combines her acute business nous with strong instincts for understanding brands and their place in the market. This, combined with a genuine respect for her clients and their products or services, informs Baker & Frost’s holistic approach to strategy and ascension planning.  

With a diverse background in mediums including television, licensing, publishing, retail, food and consumer products, Petrina is highly attuned to various markets and is adept at finding the most suitable environments for success.

The Baker & Frost charter developed by Petrina and her team has been crafted with their years of invaluable experience to give businesses every chance at a prosperous future.



Our ambition at Baker & Frost is to see your business reach its ultimate potential. We love watching our clients reach their goals and we use our own comprehensive experience to help navigate towards them. The following are examples of how we are able to do this:

  • Strategic business planning and execution
  • Product portfolio development
  • Co-branding, collaborations and licensing
  • Commercial contract negotiations
  • IP management

With a strong commercial acumen and a consistent focus on the bottom line, Baker & Frost are forward-thinking: bridging the gap between futurescaping to make ambitions a reality.