Viral TikTok e-reader accessory ‘Strapsicle’ started as a breastfeeding accident, when Sydney Mum Lou Rice dropped her Kindle on her newborn son. (He was fine, but everyone got a huge fright!)
Now the small Aussie business has caught the attention of tech giants in the United States and is also launching in leading Australian retailer Officeworks.
Strapsicle hit the market in June 2022. Its flagship product is a pair of high-grade silicone straps that slip onto an e-reader in seconds, allowing the reader to hold their device for hours with no hand cramps or rude wakeups with a Kindle dropped on their face.
The straps quickly became a TikTok sensation, and before long, sales were soaring on the website and on the Strapsicle Amazon store.
“Kindles are really having their time in the sun thanks to BookTok. We had no idea just how popular these [straps] would be with readers.” Lou Rice said.
Now less than three years after its inception, Strapsicle has found a home at Officeworks – one of the top 10 largest retailers in Australia.
“We had a few little packs we put together with samples and a little letter, hoping to get Strapsicle into big businesses,” Ms Rice said.
“We sent some packages, and life was so busy at that time, we didn’t even follow up. Then I got an email from Officeworks and here we are!”
Officeworks Category Manager, Marli Cornelissen said Strapsicle instantly caught her interest.
“The Strapsicle range is unique in the market with a range and brand that speaks to an engaged reader audience,” Ms Cornelissen said.
“Customers love coming to Officeworks to discover new and exciting products and Strapsicle definitely fits that brief. We’re thrilled to be their first bricks and mortar retail partner.”
Strapsicle silicone straps and clutches are available on Officeworks online in five colourways and will be rolled out in 67 stores around the country by the end of March.
The business has seen phenomenal growth in revenue, last year turning over $2.7 million, nearly triple its 2023 total.
In December 2024, Strapsicle had a record-breaking month, bringing in more than $650,000.
“This was a huge highlight for me. We didn’t run any sales, we had minimal ad spend and we didn’t have any investor funding,” Ms Rice said.
“This year we’re aiming to reach $10 million.”
Already booming in Australia, the business, which was featured on Shark Tank last year, is now turning heads globally in the Consumer Technology field.
Lou Rice and her partner Ben Stainley went to Las Vegas in January this year to attend the Consumer Electronics Show (CES), known as the most powerful tech event in the world.
Through networking and hard work, the pair managed to get Strapsicle in the hands of tech giants.
“We met with the Project Manager of Kobo, we met with the Managing Director of Pocketbook, we connected with Apple and we met with a distribution agency that is going to launch us into the EU and UK for Amazon,” Ms Rice said.
“CES opened a lot of big, big, big opportunities for us in the US too. Expanding into the international market is our focus for this year.”
Lou was also invited to be a guest speaker at the CES She Speaks CES Panel Discussion, sharing her wisdom and passion with other female founders.
“The future of Strapsicle is huge. I’m so excited to see where 2025 takes our brand. I could never have dreamed we would be here less than three years after launching our Kindle straps.”
