She quit VC to replace the underwire bra. Now she's Nordstrom's fastest-growing brand
Fortune • • business
Key Points:
- Helene Pons patented the traditional underwire bra design in 1931, which has remained largely unchanged and dominates a global bra market projected to reach $60 billion by 2032.
- Evelyn & Bobbie founder McKeen, a former Silicon Valley venture capitalist with no fashion background, developed a patented wire-free bra technology after experiencing chronic pain caused by traditional bras.
- McKeen holds 16 international patents for her proprietary EB Core technology, which provides wire-like support without discomfort, addressing a gap in the market for comfortable, well-fitting bras.
- Evelyn & Bobbie differentiates itself with extensive fit testing using 270 models across seven sizes, catering to the average U.S. bra size of 34F, unlike many brands that scale from smaller sizes.
- Positioned as a luxury product at $98 per bra, Evelyn & Bobbie emphasizes comfort as a key selling point, gaining traction with customer loyalty and endorsements from medical professionals.
