A further competitor is Byron Bay Gifts, ranked by website...

A further competitor is Byron Bay Gifts, ranked by website visitation at #7582 and worldwide #471647 with 90.2 per cent of visits allegedly from Australia according to Alexa.

While it's good marketing to base a business like this in what may be Oz's equal trendiest town (Orange NSW and Daylesford Vic, plus perhaps Margaret River WA in the hermit-like west and as an outsider, Port Douglas in Qld may compete for that title), a few of the products are not from Byron. One example is Butterfingers shortbread that's manufactured in Lilydale, terminus of the eponymous suburban train line 40 kilometres east of Melbourne.

Wolf Blass wines are unlikely to have a Byron Bay provenance.

Meanwhile, as of two days ago, the HwB website has to my surprise done even better in Australia website rankings, having risen to #2431. Worldwide it's at #154983, again better than when I initially had a squiz via Alexa on the first day of Spring in 2021. Pleasing.