Behave Bras is a lingerie brand born out of necessity, founded by Athena Kasvikis. As someone who personally struggled to find supportive and comfortable bras, Athena focused on larger busts, aiming to fill a significant gap in the market. Her journey from a personal need to a business idea gained wider attention when she appeared on the popular reality show, Shark Tank. During the show, Athena sought an investment of $150,000 for a 15% stake in her company. This led to a lively negotiation with the sharks, ultimately agreeing to a deal with Kevin O’Leary. Kevin offered $150,000 for a 20% equity, showing significant belief in the potential of Behave Bras.
Founding and Shark Tank Experience
Athena Kasvikis founded Behave Bras out of a personal struggle familiar to many women with larger busts. The existing market lacked bras that adequately combined support and comfort, motivating her to create her own line. Her appearance on Shark Tank in Season 13 showcased not only her business acumen but also the emotional drive behind her brand. Athena’s pitch was compelling, clearly communicating the unique selling points of her product and resonated with the sharks. The ensuing negotiation with Kevin O’Leary concluded with a deal offering more equity than initially proposed, but promising valuable expertise and support. This moment on Shark Tank was critical, providing significant exposure and credibility to Behave Bras.
Innovative Product Design
The standout feature of Behave Bras is its patented “Stayz” technology. This innovative design uses pieces of stretch fabric inside each cup to deliver underwire-like support without the discomfort associated with traditional underwires. Women with larger busts often face issues like discomfort and wardrobe malfunctions, which Behave Bras aims to minimize. Available in band sizes from 30-38 inches and DD-I cup sizes, this range seeks to address common challenges such as chest wrinkles and general discomfort. By focusing on larger-busted women’s needs, Behave Bras sets itself apart in an often underserved segment of the lingerie market.
Growth after Shark Tank
Following Athena’s appearance on Shark Tank, Behave Bras experienced an impressive surge in orders and customer interest. The exposure from the show was instrumental in creating a significant buzz around the brand, resulting in an 8,000-bra backlog. The influx of over 2,000 emails from potential customers was a testament to the burgeoning demand. While the deal with Kevin O’Leary didn’t close as originally planned, the company still benefited immensely from the platform. Managing such a substantial increase in demand posed logistical challenges, but it was a pivotal moment in Behave Bras’ growth story, proving that the market was ready for their innovative products.
Sales and Revenue Milestones
Behave Bras achieved remarkable growth in a relatively short time frame. From initial sales of $110,000 in the first 18 months, the company saw a massive leap to reaching $1 million in annual revenue by 2022. This growth highlighted not only the demand for their product but also the effectiveness of their marketing strategies. It’s a significant achievement for a niche brand, reflecting the strong market position Behave Bras has carved for itself. The company’s success in scaling its sales and maintaining high demand illustrates its robust growth strategy and effective use of the Shark Tank platform for business expansion.
Product Line Expansion
The introduction of matching panties marked an exciting expansion of the Behave Bras product line. This move aimed to provide customers with a complete set of lingerie, fostering brand loyalty and meeting customer desire for style and comfort. Furthermore, Behave Bras plans to extend its sizing options, accommodating band sizes from 40-48 inches while continuing to offer DD-I cups. By expanding their offerings, Behave Bras hopes to reach even more women who struggle to find the right fit, enhancing their brand’s inclusivity and accessibility.
Marketing Strategies and Channels
Behave Bras initially employed a direct-to-consumer sales approach via their website, allowing them to establish a strong, personalized connection with customers. The brand’s marketing strategies saw further diversification as they expanded into QVC, broadening their sales channels and reaching a larger audience. Building a dynamic social media presence was also crucial for Behave Bras, enabling them to engage directly with potential customers. With over 9,000 followers on Instagram and 3,500 on TikTok, Behave Bras effectively used these platforms to share their brand story and promote their comfortable, supportive bras.
Customer Reactions and Feedback
Customer feedback for Behave Bras has been overwhelmingly positive, with many women praising the innovative design and comfort these bras provide. The patented “Stayz” technology has been particularly well-received, as it addresses specific issues faced by their target audience. A significant indicator of customer satisfaction is the low return rate, which is rare in the apparel industry. This positive reception, combined with numerous five-star reviews, reflects Behave Bras’ success in meeting customer expectations and needs, delivering products that enhance comfort without sacrificing style.
Future Prospects
Behave Bras is poised for continued growth, with a strong emphasis on body positivity and consumer engagement. The company provides free virtual fittings, ensuring customers find their perfect bra size, and reaffirms their commitment to personalized support. Founder Athena Kasvikis also plays an active role beyond her business, mentoring other female entrepreneurs and inventors. This dedication to supporting women reflects her personal values and enhances the brand’s image as a female-led, empowering company. Hustle for Biz details the entrepreneurial journey of businesses like Behave Bras.
Conclusion
The story of Behave Bras is one of innovation, resilience, and market success. From a personal need identified by founder Athena Kasvikis to a thriving business, the brand has effectively leveraged its Shark Tank experience to gain widespread recognition and success. By addressing the unique needs of larger-busted women, Behave Bras has carved out a significant niche in the lingerie market, with continued plans for growth and expansion. As the company evolves, its ongoing focus on body positivity and customer engagement will likely fuel its success further, ensuring Behave Bras remains a beloved brand for its target audience.
