The launch of Wherewithal has been a long time coming.
The company initially started when Danielle Rushton bought a sewing machine and taught herself to sew on a seemingly simple journey: make a strapless bra that stays up.
Eventually, she and Ellery Linder left their full-time jobs at HSN to launch the lingerie company in 2018, then called Fruutfull. They have since presented at the Florida Venture Forum's Early Stage Capital Conference, been chosen as a portfolio company in innovation hub Embarc Collective, and were named a Startup to Watch by Tampa Bay Inno in 2020.
The company had readied to launch its patent-pending technology in 2020, which features a sliding technology that can go up or down four inches within one bra, or three traditional bra sizes.
"We got rid of the hook and eye clasps that didn't give any flexibility as wearers," Linder said. "Our technology allows our customer to personalize her fit for the first time ever."
But like most apparel companies across the world, Wherewithal hit a snag when the novel coronavirus swept the globe.
"We just ended up — along with so many people — running into delays and ultimately had to push our launch date to April, though the fact we were able to do as much as we did, to build out our entire supply chain all remotely, was a testament to the strength of our team and suppliers," Linder said. "There were moments we were like, 'Seriously?' but honestly, the conversations we have with women, that's our driving motivation. It's those conversations that inspire our team to keep going."
The two co-CEOs have a significant focus on having those conversations, both before and after the initial drop on April 19. Linder said the company plans to encourage leaving reviews, post-purchase surveys, various events, and have an open dialogue on social media channels.
"I think there's this idea that we can create a product that can be personalized, that celebrates individuality," Linder said. "That's really important to us, and I also think consumers today are smart; they want a peek behind the curtain, they want to see how products are made. We're learning a lot as we go, and being able to share in that journey and bring people along for the ride creates a different brand. It creates one you feel invested in."
The company's first drop will be "limited" in their terms but could be considered a full drop for others: 14 SKUs, or stock-keeping units, will be offered, which equate to 90 sizes. It also offers a "SizeSet finder" which is a short quiz to help customers find the best size for them.
"It's a lot, but we know there’s more to offer and recognize that too," Linder said. "It's just a starting point. It's an opportunity to get into the market, but we know there are a lot more women to reach."
She and Rushton anticipate selling out and advise any potential customers to head to their site at noon when the launch drops. There will be one style offered, a black strapless bra, along with one seamless pair of underwear. While they had plans to open pop-up shops pre-pandemic, that could still come to fruition in the future.
The company is based in Tampa and is currently only offering shipping through the U.S. It has three full-time employees and raised roughly $400,000 with plans to open a larger seed round seeking an undisclosed amount.
"Tampa is our home —it's a little more challenging in terms of finding those industry-specific connections; we have to hustle a little harder to make those connections," Linder said. "But does Tampa have the infrastructure to support a business like ours? Absolutely."
