Startup Story: Running, Not Bouncing

- September 10, 2012 4 MIN READ

“For this mother and daughter duo it was when we decided we wanted to work together but not for somebody else. Loads of ideas were ditched because we weren’t familiar with the product or it wasn’t inspiring enough. But what we did share was a long-held frustration with bras; always uncomfortable, the fit not quite right and never a good shape but we didn’t know why. A kernel of an idea exploded after we mystery shopped the whole of Melbourne.”