The Flex Company Acquires Keela And Raises $3.6M

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Oct 16, 2018, 13:07 ET

VENICE, Calf., Oct. 16, 2018 /PRNewswire/ -- The Flex Company, known for their namesake product the FLEX™ menstrual disc, has announced the acquisition of competitor Keela LLC. Keela designed a menstrual cup with a patented pull string stem, which launched on Kickstarter late 2017. With this acquisition, The Flex Company will manufacture and fulfill pre-orders of Keela Cup and launch an enhanced version of the Keela Cup design named FLEX Cup™. Both products are designed and manufactured in the United States.

The Flex Company is known for their namesake product the FLEX™ menstrual disc. The FLEX Cup™ will be sold individually and in the FLEX Discovery Kit™, which includes one cup and two free FLEX menstrual discs. The Discovery Kit™ was designed for people who are new to discs and cups, and allows users to try two products for the price of one.

With this new addition to their product offering, The Flex Company demonstrates their continued investment in technology and design for the benefit of women's health. Their popular FLEX™ menstrual disc is known for its unique features; it is a single use product that can be worn for up to 12 hours, including during intercourse. The disc is also recognized for comfort. 65% of their users report experiencing reduced cramps compared to their previous period product.

With a surge of emerging menstrual brand launches in recent years, The Flex Company has remained at the forefront of product innovation and is growing at an incredible rate. Since launching in 2016, The Flex Company has more than doubled revenue every year. The Company recently raised $3.6M in funding from venture investors including BOW Capital, Quest Venture Partners, Halogen Ventures and Y Combinator, totaling $7.9M funding to date. The Flex Company is disrupting the $35 billion dollar feminine care industry and started by creating the menstrual disc product category. They have broken away from competitors by doubling down on their strategy to leverage agile innovation to meet consumers' changing needs.

"As a woman, I've felt that innovation has improved every part of my life except for my period. For nearly a century, we've had no significant choice in period products," shares Lauren Schulte, the founder and CEO of The Flex Company. "Advertising has conditioned us to believe that there are meaningful differences between competing brands of traditional period products. The reality is that all of those products basically function the same way—without any tangible benefit to the consumer. I've learned that branding is the only aspect of period products that has evolved. The lack of variety in period products is frustrating because our data shows that there's no one 'right' option for everyone; our bodies are unique. We deserve better options and more choice. The Flex Company was built upon this idea. We're committed to listening to our customers' needs and supporting them by investing in worthwhile innovation. We found a shared vision with the co-founders of Keela. Together, we're excited to provide more choice with the FLEX Cup™ and continue championing differentiated products that solve real period problems."

The FLEX Cup is an evolved version of the Keela Cup and includes the same unique Release Ring™ design and body safe materials. The improvements have made FLEX Cup a more refined product for customers at an affordable price.

Keela founder Jane Hartman Adamé got the idea for a new cup because she has Ehlers-Danlos Syndrome, a connective tissue disorder that makes it hard for her to remove other menstrual cups. Adamé, now an employee of The Flex Company, developed the Release Ring™ design in partnership with Keela co-founder Andy Miller, a longtime friend and seasoned medical device inventor. Miller has also joined The Flex Company and will be leading its Research and Development team. Adamé and Miller's unique menstrual cup design is unlike any product on the market because it makes removal easier and usage more accessible for people with disabilities.

The acquisition of Keela is one of many steps made by The Flex Company that demonstrates their customer centric approach. The Flex Company is committed to making periods healthy, comfortable and eco-friendly. The FLEX Cup™ is reusable, designed for up to 12 hours of wear, and cleaned between each use. The FLEX™ disc can also be worn for up to 12 hours, but is single use. Discs were designed for people on-the-go who cannot wash a menstrual cup between changes, yet are conscious of their environmental footprint. The disc creates 60% less waste than traditional disposable products. The disc may also be used interchangeably by a cup user during busy times or for mess-free period sex. In 2019, the Company plans to launch compostable removal pouches for convenient disc removal and disposal on-the-go.

The FLEX Cup™ will be sold individually and in the FLEX Discovery Kit™, which includes one cup and two free FLEX menstrual discs. The Discovery Kit™ was designed for people who are new to discs and cups, and allows users to try two products for the price of one. The kit, which is now available for pre-order, will be sold online and through major retailers for $39.99 and is expected to ship in Spring 2019. Learn more at flexcup.com.

ABOUT THE FLEX COMPANY
The Flex Company creates innovative products that are better for women's health and the environment. The Company is known for its differentiated period products, including its namesake FLEX menstrual disc, Softdisc®, and the FLEX Cup™. The Flex Company is based in Venice, California, and exclusively manufactures its patented products in the United States and in Canada. Its products are sold online and through major retailers in the United States. Led by founder & CEO, Lauren Schulte, The Flex Company believes that everyone is unique and is working to create a world where every woman loves her body. Learn more at flexfits.com.

CONTACT | LaRue PR [email protected]

SOURCE The Flex Company