How Kristy Chong built a $3 million business
How Kristy Chong built $3 million underwear business Modibodi and marketed a “taboo” product
Wednesday, August 9, 2017/
“I recently launched into the US market through a partnership with Amazon over there. That was facilitated through the female entrepreneurship program Heads Over Heels, which was able to connect me with the head of womenswear at Amazon US.”
Chong spoke to SmartCompany about the challenges of marketing a product dealing with taboo issues, and how to face new competitors when entering a foreign market.
I launched Modibodi in 2014 from nothing more than my own personal inspiration. I have two children which involved a lot of running about, and I was also suffering from some pelvic floor issues.
My underwear was failing me when I exercised, and at the same time I discovered one in two mums have incontinence issues. Disposable hygiene products are inconvenient and costly, so it got me thinking about what could be done.
We have seen so much advancement in all aspects of technology, I thought it was time to apply that tech to fashion. It took me about 18 months to develop the product, which involved a lot of investigation and time spent speaking to textile engineers and conducting scientific tests.