Entrepreneurial friends create underwear brand for women with sensitive bladders

Two entrepreneurial friends have teamed up to establish a high-tech knicker brand for women with incontinence.

Anne Davidson and Judith Balcazar are setting up Giggle Knickers with the help of a £25k loan from Business Finance Solutions (BFS), North West delivery partner of the Government’s £310m Start Up Loans programme.

The company, based in Stockport, will offer a range of underwear that could help millions of women manage sensitive bladder issues.

Designer Anne and former teacher Judith said they have created washable cotton knickers featuring a special gusset that provides total security without the bulk or discomfort of disposable pads.

The duo, who have been friends for more than 20 years, are using the BFS cash to build an ecommerce website and invest in marketing and product development.

They are reportedly in talks with a number of retailers to stock and sell the Giggle Knickers range.

Anne said: “Thanks to the loan from BFS we are now working towards getting a full range of our products on the website for people to buy directly from us which will really help us to raise awareness of this very common issue.

“Our Giggle Knickers brand aims to demystify sensitive bladder issues and to appeal to any women that wants a more attractive and effective alternative to the incontinence pants and pads currently on the market.”

She added: “We are also really excited about been able to donate 20p from every pair of knickers we sell to the Free a Girl movement, a charity that helps women who have been trafficked.”

Giggle Knickers products will initially be available in black, but Anne and Judith are working on additional designs and colours for 2018.

Judith commented: “Having worked in design for many years, it was a real shock when I hit my 60s, to find that there really was nothing that catered for women who suffer from sensitive bladder problems if you don’t want to use bulky pads but still want to live a normal, active life and look attractive.

“After extensive market research and trials, we are really proud to have created a product that we know will really fill that gap in the market.”

BFS’ head of lending, Roger Seddon, said: “We are seeing more and more people like Judith and Anne, in their 50s and 60s, who are using alternative finance to launch a whole new career, often building businesses that are very personal to them.

“Anne and Judith have taken their combined experience, both personally and professionally, to develop a product that is a real gamechanger and we’re very proud to support their new endeavour.”

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