Behave is a company that sells stretchable bras for women with big breasts who struggle with finding the right size in stores. It has no bulge on the sides, and the straps don’t dig into your skin either. It also excludes the uncomfortable underwire mechanism that most bras have.
The company was founded by Athena Kasvikis, who’d suffered from wearing the wrong bra size since most standard sizes didn’t accommodate larger breasts. She’d experience back and neck pain from it, which is why she designed a bra with stretchable fabric and no under-wire- in various large size ranges. The company was officially launched in 2020. What made the bra unique was the technology behind the fabric that could provide support without even needing an underwire.
Athena already had marketing experience with an MBA, which made it easier for her to get her business started. The bras can be bought from the company website.
The company sells in a wide range of sizes from 30DD to 38I and they have a sizing chart too, in case you’re confused about your size. Unlike other underwear companies, they have a wide variety of patterns and colors. She came to Shark Tank hoping to increase production and distribution for her product.
Are They Still an Active Company?
The company is active and still in business.
How Did the Shark Tank Pitch Go?
Athena came to Shark Tank seeking an investment of $150,000 for a 15% stake in Behave. She started her pitch by sharing the story of how difficult it was for her to grow up with big breasts and have to wear multiple sports bras for support. That’s why she wanted a bra that could provide enough support to women’s breasts. She then demonstrated how they worked and the mechanism that keeps women’s breasts in place.
Then it was time for the Sharks to respond, they were interested in the design and sizing. To which, Athena replied that they were in DD size because that’s what most women wore. Daymond was interested in knowing about the exclusion of wires, to which she responded by saying that wires were uncomfortable to wear for women.
To further win over the Sharks, Athena added that most women in her family were either A or DD cups. Then shared her experience working at P&G and how she’d used her experience to launch her own company. Athena also shared her sales- she’d managed to make $110,000 over the course of 18 months. The margins were at 87% for the bras and 83% for the panties. However, the return rate was lower than the industry average.
Kevin asked if Athena planned on sticking to the direct-selling-to-consumer model, and she said yes. She added that her design was still waiting for the patent to get approved, which would take two weeks to go through. Kevin was actively interested in investing then and made the official offer. He offered $150,000 for a 20% stake in the company. Which is a pretty big offer by Shark Tank standards. She tries to counter his offer anyway by trying to negotiate a deal at a 17% stake instead for the same amount but Kevin doesn’t budge. Athena agrees to the deal.
Overall, the Behave Shark Tank review was positive and they left with a good deal. After Shark Tank, they managed to sell almost 8000 units but the deal is still in the process of closing.
Our Review of Behave
We decided to try Behave Bras for ourselves to see how they would fare in practice.
The good news is that the bras are perfect for women with large breasts and plus-sized women because they have a unique stretchable mechanism. The design foregoes the underwire but still manages to create cups that can hold breasts. They also come in a wide variety of colors and designs and help women who struggle with neck and back pain from wearing the wrong standard bra sizes. The straps are comfortable and don’t leave any imprint in your skin. They also prevent uniboob.
The bad news is that the bras are actually quite expensive and there are many companies already making the same product- with even more advanced mechanisms like removable cups that can convert the bra into a strapless bra. On top of which, it’s designed more like a bralette than a bra, and might be hot to wear in the summer.
Pros of Behave
- Stretchable mechanism
- Wide variety of designs
- Doesn’t leave imprints
Cons of Behave
- Hot to wear in the summer
Who Is Behave for?
Behave is mainly targeted at curvy women who have large breasts and are tired of looking for the right-sized bra. Since most underwear companies sell standard sizes, this brand is a good alternative for them.
Are There Any Alternatives?
There are many alternatives to Behave on the market. Wireless and stretchable bras are nothing new.
Warner’s Women’s Easy Does It (ASIN: B09V3Y7G8L) is one good alternative to the bras sold by Behave. It’s got a simple hook-eye enclosure, is made of stretchable nylon and spandex material, and comes in a wide range of sizes from Small to 3 XL. The smooth sides prevent the bulging that comes with most bras plus they’re also wire-free so there won’t be any wire digging into your skin.
The cups are flexible and there are adjustable straps on the front too. It can also convert to strapless bras to be worn with different clothing items. On top of this, they have different lines with different selling points. For example, a cooling collection of bras that automatically wipe away any sweat through a uniquely designed lining.
Our Final Thoughts
These bras are perfect for women who are on the hunt for the perfect bra and find standard sizes uncomfortable. It’s extremely important to wear the right-sized bra, that’s why the stretchable and wire-free bras offered by Behave are perfect for plus-sized women. Plus the cups of these bras are flexible too. However, the bras are quite expensive as compared to regular underwear companies.