Modibodi: A Bloody Good Retailer

Ally Feiam By Ally Feiam | 06 May 2021

Modibodi won the Top Innovator Award at the 2021 All Star Bash. You may have seen their ads on TV, social media and everywhere in between. Modibodi is the leading Australian pureplay retailer that is shaking up the underwear industry, and they’re doing a bloody good job while they’re at it.

This is an excerpt from the 2021 E-Commerce Leaders’ Playbook. To read the full article, you can purchase a copy of the Playbook here

Kristy Chong was a full time mum of two when she had the idea for Modibodi. Living in Seattle, she was surrounded by tech heads and startups, so she understood the industry and what it took to get a head start. 

After training for a marathon, she experienced some light bladder leakage, and understood that the traditional solutions were ugly, uncomfortable and hazardous to the planet. “I just felt we deserved something better,” she said. “Once I realised how problematic the issue was, I also couldn’t understand why, with all the advancements in technology, underwear and disposable hygiene had not evolved.” 

It was then that she knew that she’d have to create a whole new product category for women. Enter: Modibodi, a pureplay online retailer that offers underwear for anyone with periods, perspiration, light bladder leakage and pregnant women. Founded in 2011, Chong developed a patented Modifier Technology™ leak-proof solution that has transformed the hygiene industry worldwide. You can now find similar alternatives in-store and online, sparking a huge trend of sustainable and comfortable hygiene products for people of any age or gender. 

“I’m really proud that I took that idea and turned it into a product and now a range of products that can more conveniently, comfortably and reliably manage menstrual flow, incontinence, sweat and even breast milk leaks, and reduce the number of single-use products ending up in landfill and damaging our environment.” 

Modibodi was launched under a strict budget, and with no capital funding, Kristy had to rely on her PR and marketing background to help the launch. “I was writing to journalists and influencers and pitching stories – that way, my time was about how we generated marketing and brand awareness,” she said. 

Modibodi took out the Top Innovator Award at the 2021 All Star Bash | via Power Retail

Purpose, Perseverance, Period

Modibodi is famous for its feel-good campaigns, championing a diverse customer base and removal of the stigma of experiencing periods.

When the retailer began lifting off the ground, it was important to find a team that ‘lived and breathed’ the Modibodi brand. Furthermore, while it’s imperative for the brand to succeed in itself, Chong believes that giving back is just as important for a sustainable brand image. 

“When I started Modibodi I knew how important it was to have a social impact side to the business, therefore, a percentage of our profits go to women in need who often can’t afford feminine hygiene products,” she explained. “We want to celebrate our success as a business but ensure we’re a business with real heart that gives back – it’s not just about having a feel-good marketing campaign.”

Modibodi focuses on core elements in its practice. Not only is it a more comfortable alternative to traditional feminine hygiene solutions, but it’s also far more sustainable. Modibodi is a part of the Sustainable Period Project and supports many other global organisations. 

Modibodi also donates all returned, opened but sellable stock to charities under its Give a Pair initiative. To date, the retailer has donated more than 20,000 pairs of underwear, with the commitment of donating over 1,000 pairs per month. 

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