Ruby Love has caught the eye of traders.
In its three-and-a-half yr lifespan, the web store, which sells interval panties and swimwear, has bought $10 million price of merchandise.
“I started the business just being aggravated with sanitary pads sticking out of my underwear and being embarrassed and uncomfortable,” Crystal Etienne, who based the enterprise in January 2016, informed WWD. “I wanted to start a product that could actually hold pads in place and make it more comfortable. And then [the business] just blew up from there.”
A powerful feat contemplating the market is already flooded with manufacturers like Thinx and Knix that make period-proof merchandise, lots of which have massive promoting budgets.
Etienne, then again, began Ruby Love, the corporate previously often called PantyProp, with far fewer sources and with no background in retail. (Etienne had beforehand labored in accounting.) In reality, she mentioned she didn’t spend any cash on promoting within the first yr. It was the merchandise that make Ruby Love one of the best interval panties within the “period apparel” market, she claimed, and saved clients coming again.
“We really can boldly make the statement that no tampon is required [for our underwear],” mentioned Etienne, who serves as chief govt officer
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