Munich Startup: What does Bye Bye Toe do? What problem are you solving?
Marie Mueller, founder and CEO: Bye Bye Toe has developed underwear for women that solves multiple problems at once, but the main USP is that it avoids the uncomfortable pulling in the crotch area and thus the colloquial “camel toe.” With this utility model-protected solution, we are already outfitting German national teams in beach volleyball and hockey, and female riders use the briefs to prevent chafing in the crotch area, which is made possible by our innovative laser-cut bonding technology.
Munich Startup: Doesn’t this already exist?
Marie Mueller, founder and CEO: Primarily, adhesive pads are offered, which are uncomfortable, and in other countries there are also briefs with reinforcement. But I looked at all these solutions, as well as the solutions that exist on the market for men who wear leggings, such as in ballet. However, all the paddings weren’t ideal and not fully thought through, and in addition to crotch reinforcement, I definitely wanted to offer additional benefits like seamlessness through laser-cut technology, secure fit, invisibility, breathability, and above all wearing comfort for thongs through the bonding system.
The search for the right manufacturer
Munich Startup: What’s your founding story?
Marie Mueller, founder and CEO: I had this idea in my head for a long time because I was always frustrated with poorly fitting briefs, especially when doing sports. But you can have the best product idea; you also need someone who can assemble it in mass production with good quality and price. And since underwear is manufactured exclusively in Asia, finding a manufacturer was the first major hurdle. When I was about to give up the search in desperation, I randomly asked on my Facebook profile if someone could provide me with contacts. And by a stroke of luck, I was directed to a company that specializes in professional sports clothing and avoids chafing at seams through laser-cut bonding – BINGO, perfect for my idea!
Munich Startup: What have been your biggest challenges so far?
Marie Mueller, founder and CEO: As mentioned, finding the right manufacturer who developed the product with me in a labor-intensive process and continues to develop it with me and my customers. And of course, like every startup: raising money to scale, which is particularly important when you’re selling products and need working capital. For this, I was already on “Die Höhle der Löwen”, where I also got a deal – unfortunately, the collaboration didn’t happen afterwards. And so I’m still bootstrapped and in talks again.
Bye Bye Toe opens up new target groups through television appearance
Munich Startup: Where do you want to be in one year, and where in five years?
Marie Mueller, founder and CEO: My shop was already running great before the “Die Höhle der Löwen” broadcast and I was constantly sold out (which is why we needed working capital), but after the show and the media attention, it’s on a completely different level, and I’ve also been able to open up completely new target groups. Suddenly I have 70-year-old Waltraud as a customer who’s thrilled to be able to wear thongs again. That’s simply incredible! I definitely want to become the number-one “camel toe” (silly word, but everyone knows what it means internationally) solution internationally, the most comfortable thong, and outfit all female German national sports teams. In addition to the beach volleyball and hockey national teams we’re already outfitting, a national track and field athlete is currently testing our products.
Munich Startup: How have you experienced the startup location Munich so far?
Marie Mueller, founder and CEO: I have a really nice group of founders around me here, but I think when it comes to raising money, you’re still better positioned in Berlin.
Munich Startup: Outsource or do it yourself?
Marie Mueller, founder and CEO: Do it yourself. Until you can do everything, and then only outsource so you can have input and, above all, assess whether things are going well or poorly. And what I never want to let out of my hands is direct customer contact. It’s essential in product development, and the girls (and guys) know who they’re buying from.
