Bye Bra
How it all started
In 2011, my girlfriend got hurt while removing an adhesive bra. She even got a rash from the imported Chinese product. I was convinced that there must be a better way to lift breasts underneath a dress? That was the moment I had the insight that there is a market for a high-quality breast tape. Ideal for under strapless tops and dresses – not just on the red carpet in Hollywood, but for every woman. That was the start of Bye Bra.
Marketers at Unilever, where I worked at the time, were sceptical; they predicted that I would only sell a few hundred bras a year. Some even looked down their noses at me, as they thought it was a bit stupid that I was giving up my job at a leading multinational for a start-up. That just verified my impression – that most individuals in large corporations do not understand start-ups. I did not give up and had started my new company by the end of 2011. Within a few days, I had sold over 500 packs with breast-lifting tapes.
The development of Bye Bra
Before I founded Bye Bra, there was hardly any tape being used to lift breasts; well, apart from duct tape. There was no perfect solution for ladies who wore clothes with a low-cut front or back. So I started experimenting with medical tape. For several weeks I had all kinds of medical tape underneath my clothes. The tapes that I selected I then had tested by test institutes. The result: a top-quality product that is safe for the skin.
Bye Bra quickly conquered the world. Major international retailers such as Missguided.co.uk, Prettylittlething.com, Magasin.dk, Showpo.com, Otto.de and Namshi.com included my product in their ranges. Bye Bra spread from the Netherlands all over the world; from Canada and Australia to Russia and South Africa. For many women today, using breast tape is the most normal thing in the world – all thanks to Bye Bra.
When I left the company, Bye Bra was on sale in more than 60 countries and represented by an abundance of distributors, retailers, and agents around the world.
No concessions
To make my product (and therefore my mission) a success, I didn’t want to make any concessions when choosing production materials. For that reason, I entered into collaboration with leading players such as 3M and Henkel to develop a medical-grade tape with a dermatologically safe adhesive. Thanks to this winning mentality, the brand has risen above the rest of the market.
Sweet 16
When I left the company, the Bye Bra team consisted of 16 enthusiastic team members who between them spoke 16 different languages. This group of young employees with different backgrounds were staffing two offices in two different countries. They were forming a diverse and international team who carried out all the tasks and responsibilities of the company to the point of excellence. Apart from work, we also had a lot of fun together.
Advances in innovation
Because I was happy the team were offering the customers top-quality service, I was able to concentrate fully on innovation. The start-up ecosystem and the focus on the company’s success formula together formed the key to the success of Bye Bra and its patented bestsellers.
Every end is a new beginning
After eight years, I felt it was time to let go of my position at Bye Bra. There are more challenges in life. I almost became a father, and that was the perfect moment for me to find a successor for my ‘other baby’. Someone who could help Bye Bra grow further. A dozen potential buyers quickly showed interest, and in mid-2018, I shook hands with an Italian investor who fell in love with Bye Bra. I left the company after a one-year transfer period – ready for new ideas, dreams, and challenges!
