Lou Rice, after an unfortunate incident where her e-reader hit her newborn son Archie, realized the need for safer e-reader accessories, particularly for parents. This led to this first-time mother to create her own child-friendly e-reader cases, that later turned her into an entrepreneur.
Her unique creation, dubbed ‘Kid-Grip’, filled a significant gap in the market. Next, she used the same mishap to conceptualize ‘Strapsicle’, a silicone strap designed to securely hold an e-reader, significantly reducing the risk of dropping the device.
In 18 months, Strapsicle has made over $660,000 in sales, spearheading the e-reader accessory industry. Lou and her partner, Ben Stainlay, continuously improve and add innovative designs to their product lineup to cater to an increasingly tech-savvy audience.
Their most popular product, the SleekStrap, now accounts for nearly 50% of Strapsicle’s sales, due to its high comfort, durability, and attractive design. Despite the challenges of establishing Strapsicle, Rice and Stainlay’s commitment has led to the brand not just being a market leader, but also serving as an inspiration for aspiring entrepreneurs.
Never content with resting on their laurels, they are in the process of adding a range of new and improved accessories to their product roster.
Safe e-reader accessories mobilize market
Their strategy has always been customer satisfaction, combined with their vision for innovation.
Stainlay used an old silicone mat to produce the first Strapsicles at home, providing relief to Rice, who was able to read while breastfeeding Archie without worrying about dropping the e-reader.
The success of Strapsicle only grew during the lockdown as Rice realized the untapped potential of the device. After creating and testing two different versions and finding a reliable manufacturer, the design that transformed their venture was finalized.
Their business grew thanks to the expanding e-reader market in the US, which they tapped into through their Amazon online store. They’re forecasted to surpass $1.3 million in profits.
The impact of Strapsicle goes beyond sales figures. The product has been a blessing in disguise for customers struggling with Parkinson’s disease, carpal tunnel syndrome, or rheumatoid arthritis, reintroducing the joy of reading into their lives. Recognizing their contribution, Strapsicle was awarded “Best New Product” at the New Zealand Gift Fair. Now, their goal is to focus on product quality and utility for their diverse customer base.
