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Short Summary
A SME that manufacture and sell breast pumps and baby-feeding accessories direct to consumer and through third parties; secured listings with over 100 retailers, including leading names Boots, John Lewis, Jojo Maman Bebe and Mamas and Papas. SEIS
Highlights
- Selling in major retailers John Lewis, Boots, Mamas & Papas, Mamas & Papas
- Profitable in Years 1 & 2
- First breastfeeding brand in the UK to offer midwife support
- Expanded into Europe
- Female Founder
Overview
| Target | 100,000,000 |
| Minimum | 1,000,000 |
| Investment Raised | 0 |
| Previous Rounds | 0 |
| Stage | Breaking Even |
| Investor Role | Any |
The Business
There is high demand for breast pumps and breastfeeding support. Our hero product - The Fraupow Wearable Breast Pump, as well as a complete breast pumping support system with a range of accessories provides a smart option to help new parents navigate through breastfeeding. Fraupow is known for its accessible price point, competition-matching features, and support services. Fraupow is the first brand in the UK to provide midwife support to all customers via live chat and video calls. Other support services include breastfeeding courses and feeding rooms across the UK in collaboration with Landsec in 2022.
The Market
Other Hands-free breast pumps have risen in popularity in the past 5 years, with market leader Elvie paving the way with a pump priced at over £250. With the rising cost of living, Mums are keen to ensure that the products that they buy offer value as well as quality. That is why the Fraupow hands-free breast pump is perfectly positioned to meet the demands of today’s new Mum. Despite matching the competition feature by feature, the Fraupow Pump is affordably priced, saving over £150 compared to the cost of similar big brand products. The Fraupow pump meets the customer at a price point and quality they are comfortable with, and offers them the product that they want and need, helping to ensure sales despite the economic squeeze.
Progress/Proof
- secured listings with over 100 retailers - leading names such as Boots, John Lewis, Jojo Maman Bebe and Mamas & Papas - established direct-to-consumer e-commerce site, and loyal and engaged followers on social media including various celebrity Mums. - direct distribution established in the UK & IRL. Distribution established in Switzerland, Bulgaria, Malta and Gibraltar enabling Fraupow to compete with the major pump brands. The Fraupow Handsfree Pump has won a number of high-profile awards, including gold from Made for Mums, Dadsnet, and the industry title Nursery Online.
Objectives/Future
In 2023 Fraupow will secure more UK retailers and increase the rate of sales through powerful advertising and awareness campaigns. They are also in the process of establishing European distribution which will offer a great opportunity for an increase in sales volume. There is NPD in the pipeline, to build on the existing Fraupow pumping support system and create an opportunity for increased AOV. The range will expand further into breastfeeding accessories, and cross into a new range of mother and baby well-being products. The Fraupow Feeding Rooms are to be extended to more locations across the UK, offering a brand touchpoint, ongoing sampling and data acquisition opportunity and driving awareness.
The Team
Fraupow was founded by Sunita, a Mum who recognised that whilst breastfeeding your baby is natural, it isn't always easy. Having good support emotional and physical can make a world of difference, and having the right kit that works when it counts can really underpin all the effort a Mum is putting in to provide her milk to her baby. She created Fraupow in 2021, in the middle of the pandemic. She believed with all the stress we were all experiencing collectively, it was more important than ever to create a supportive community for mums. Jaclyn Mackinnon: Sales Director Heidi Steel: PR & Marketing Consultant Amanda Smyth: Customer Service and Product training UK Warehouse: SJ Henderson Midwives: Joanne Parkington, Katie Wainwright
Sunita Boyes
Founder / CEO
Sunita comes from an accounting background with over 13 years experience. She entered the business world as a wedding cake designer but once becoming a mother she set her sights on building a business that supports mums through their breastfeeding journey and helps navigate through pregnancy and postpartum.
The Deal
Looking for PKR 110,000,000 - Min per Investor PKR 1,800,000 Planned expenditure: - Marketing and advertising - NPD: developing new products and improving the current range - Expansion to European territories - Building the team: hiring new staff