INVENT 2024 Finalist Profile: KIJN
Founders name: Michelle & Kelsey Tyson
What is your background?
Kelsey comes from a background in textiles and fashion, with years of hands-on experience in product development and design, ensuring that every KIJN piece reflects both style and function. Michelle, on the other hand, has a strong background in business development and recruitment, having worked in retail and understanding customer needs from a commercial perspective. Together, our combined expertise in fashion and business drives KIJN's mission to create inclusive, innovative life-wear that empowers women.
What problem are you solving?
At KIJN, we are addressing a critical gap in the market by offering women confidence and peace of mind through our SmartFit leggings. Many women experience leaks due to heavy periods, postpartum challenges, or urinary incontinence, and current products often fall short in providing full protection. Our SmartFit leggings are designed with innovative leak-protection technology, acting as a reliable second layer to allow women to go about their day without the fear of leaks, helping them regain their confidence.
Who and where are your potential customers?
Our potential customers are women of all ages who experience challenges related to heavy periods, postpartum needs, or urinary incontinence. This includes women transitioning through different stages of life, such as menstruation, pregnancy, postpartum recovery, and menopause.
Our target market is primarily based in the UK, with a view to expand across Europe and the US. We are focused on reaching body-positive women who seek comfort, inclusivity, and functionality in their clothing. This includes plus-size women, who are often underserved by the market, as well as men facing similar incontinence issues, offering a unique opportunity for expansion.
What do you think is the potential for your business?
The potential for KIJN is substantial, as we are addressing a growing and underserved market. With increasing awareness around body inclusivity and personal care, there is a strong demand for functional, comfortable, and stylish solutions like our SmartFit leggings, which offer leak protection for women of all sizes. The global market for period care, incontinence, and postpartum products is valued in the billions, and we are uniquely positioned to tap into this with innovative products that provide comfort and confidence.
As we scale, we envision expanding into broader categories, including men's incontinence wear and maternity apparel, establishing KIJN as a leader in functional fashion that empowers customers through every stage of life. We also plan to develop our app to create an engaged, supportive community around the KIJN brand. With strategic marketing, product diversification, and potential international expansion, we believe KIJN can grow into a multi-million-pound business in the next 5-10 years.
Where do you hope to be 5 years from now?
In five years, we aim for KIJN to be a leading UK-based brand in functional fashion, with a strong presence in the global market. We envision expanding our SmartFit technology across multiple product lines, including leggings, bras, and men's incontinence apparel, catering to a wider demographic. Our goal is to be a household name, synonymous with comfort, confidence, and body inclusivity.
By then, we hope to have solidified our position in the UK, with significant traction in key international markets like the EU and the US. Additionally, we plan to have an established digital presence, with a fully integrated app with AI, that builds a loyal customer community around the brand, offering personalised support and guidance. We aim to be generating multi-million-pound revenues, with a focus on continued product innovation, customer expansion, and brand recognition.