We both present our idea for a bra community, with which we want to develop products together, at ‘Startup Weekend Hamburg’ in order to find a programmer for our project. To our surprise, we go home with the first prize and many important contacts. After media reports about our idea, we receive a flood of enquiries from women who are just as frustrated with the range of bras on the market as we are. We set out to find a partner who could tailor the perfect bra to our specifications... and found one in Turkey! Sabrina quits her job and Laura quickly finishes her bachelor's thesis.

On 20 February 2012, the time has come... our online shop goes live with our first bra, Dolce Vita, designed in collaboration with the crowd and available in 24 sizes. Our target group: women with narrow underbusts and large cup sizes. At the same time, our crowd investing campaign launches on Seedmatch, where we raise €100,000 in start-up capital in less than four hours – a record! Leuphana University in Lüneburg provides us with a small office space. Our parents' dining room is quickly converted into a packing warehouse and the first bra delivery is stored in our garage. Soon after, our first swimwear model, ‘Sailorette’, follows. We also extend our feelers to China and produce the next lingerie designs there: Leyla and Marrakesh! To go with this, we launch a Charity Bra Charm Collection with interchangeable pendants that attach to the centre front of the bra, the proceeds of which we donate to our charity project ‘Aktion Lebensretter’ for slum children in India.

In January 2013, we invite guests to our first ‘fitting event’ in Sabrina's living room, unsure whether anyone would actually show up. But an hour before the ‘opening,’ there's already a queue of interested customers standing outside the front door, shivering in the cold, who have watched our TV appearance on the NDR live talk show ‘Mein Nachmittag.’ So this is what our customers look like! From then on, we hold regular fitting events to get to know you personally, take your measurements and, of course, delight you with beautiful lingerie. With our first employees, we move into a floor of our parents' house, measuring just under 100 square metres – and paint the walls pink! Our retired father fills the packing warehouse with bras from the garage every day and then drives the parcels to the post office in the neighbouring village in his estate car. Our mother quits her job and takes over bookkeeping for us. We continue to develop many new styles, including the Pure T-shirt bra, which is still our absolute bestseller today.

Your opinion matters! In addition to our popular interchangeable bra charms, we now offer you even more ways to customise our bras: removable glitter straps and our Pure ID bows. With Ahoi and Liz, we are launching our second swimwear collection, co-created as always by our fans via online voting, with bikinis and tankinis to mix and match. We are also venturing into brick-and-mortar retail for the first time with pop-up stores in two cities in northern Germany.

With the Mamma Mia nursing bra, we are offering lingerie for special occasions for the first time. Inspired by the success of our fitting events, we are looking for a way to make our consulting expertise available to you online, and we invent the ‘Very Important Boobs’ Box (VIB Box for short) – the first bra boutique for your home. Our first trial run is met with such enthusiasm that we decide to roll out our new curated shopping service on a large scale. The office space has to make way for the growing inventory, and we set up our new headquarters at Hamburg-Harburg's inland port.

In March 2016, we venture onto the German VOX TV show ‘Die Höhle der Löwen’ (The Lion's Den) with our VIB Box and impress the jury. By now, boxes of bras are piling up in every room of our parents' house, and we are busy ordering new merchandise for the TV broadcast in September. To accommodate this, we move into a new 850 m² logistics centre in Scharnebeck. Two weeks later, we finally see our DHDL appearance on television and, during a private viewing with our team, friends and family, we stare in disbelief at the rising order count, which exceeds our expectations tenfold. In the first 24 hours after the broadcast alone, we record 500,000 visitors to our site and receive 17,000 orders. The customers include women of all shapes and sizes. We realise that most women – regardless of their measurements – have trouble finding the perfect bra for themselves, so we drastically expand our size range. Suddenly, SugarShape is on everyone's lips and at number 1 on the Google Trend Charts. It takes us months to process all the VIB Box requests. In the same year, we also launch our first sports bra, Move, which has been a hit with our customers ever since.

We are delighted to have a growing fan base on Facebook and Instagram and are launching our first influencer collection together with blogger Vanezia Blum: a resounding success. At our logistics centre in Scharnebeck, we are creating a permanent location for personal consultations: our ‘Fitting Lounge’.

In cooperation with the German chain store Karstadt, we are opening a pop-up store in Berlin and sending our fitters on tour across Germany to measure and advise women throughout the country. Orders can now also be placed via our online shop in other European countries. We decide to stop retouching our models' photos and remain true to this approach in our first TV campaign featuring six wonderful, very different ladies. We also launch the ‘SugarCycling’ programme for the sustainable upcycling and recycling of our customers' worn-out bras.

Self-love and body positivity have always been very important to us, and this year we are focusing on them even more, for example with our ‘Selflove’ merchandise. We now have over 70 bra sizes in our range. We are also launching new influencer collections with Cita Maaß and Inci Sencer. We are making our teleshopping debut on QVC with five live broadcasts in one day. And in August, we are giving our online shop a new look.

The coronavirus pandemic presents us with new challenges. In the spring, we set up a two-shift system in our logistics centre and send our office team to work from home, ironically just a few days before moving into our new office, which is twice as large but will remain empty for the first few months. In the summer, we are finally able to enjoy the view and the great atmosphere in our new headquarters, albeit wearing face masks, which a partner in China sent us at short notice and most of which we donated to self-employed people and institutions in the health and social sectors. A touching compliment campaign keeps us connected during our virtual Christmas party, and we feel that despite the physical distance between us, one thing always remains true in our SugarShape family: teamwork makes the dream work!

We start the year with our most successful product launch ever: the Pure Divine collection, which we design together with influencer Mösi (pinkpersianunicorn), whose impressive bust size is practically part of the SugarShape inventory. The model is almost sold out within a day. This is followed by more new developments than ever before, which quickly become bestsellers, such as the True T-shirt bra, the Emilia lace bralette, the Clara unpadded bra and the Valencia ruffle bikini. To help our customers keep track of so many models, we launch a new feature in our online shop: our bra finder shows the perfect bra selection at the touch of a button. We ship our millionth bra and design a new, even more environmentally friendly packaging system made from sugar cane, grass and recycled paper. We also expand our social responsibility: We support the children's aid project ‘Die Arche’ with various campaigns throughout the year and donate 2,000 bras and panties as emergency aid to the victims of a flood disaster. And after almost 10 years of ups and downs and despite the coronavirus pandemic, we finally achieve our most important business goal, full of pride in our fantastic team: sustainable profitability.

Our anniversary year is all about our motto, ‘Support your Sisters.’ In spring, we're delighting our customers with our ‘Secret Garden’ collection, which features bra and bralette sets in trendy pastel colours and floral jewellery, presented by a group of amazing women such as Tamara Röske. Together with TV presenter Lola Weippert, we are designing our ‘sexiest lingerie set ever’ and donating to the organisation HateAid, which campaigns against digital violence, for every item sold. But we also have a surprise for our ‘brothers’: together with influencer Mösi, we are launching not only a new colour for her best-selling Pure Divine collection, but also our first boxer shorts for men. After spending a lot of time working from home, our team can finally celebrate together again, and we are marking SugarShape's 10th birthday with an unforgettable boat party. And at the end of the year, our wonderful customers give us a huge dose of new inspiration and motivation at our ‘Support your Sisters’ event, and we feel deep gratitude that we are able to make our customers so happy every day with our work at SugarShape.

2023 envelops us in magic and sensuality. Influencer Mösi rekindles the fire of feminine strength and passion with her sexy collections ‘Valerie on fire’ and ‘Monaco wild’ in a charming leopard print look. Mösi's seductive bra is crowned by THE accessory of the year: removable additional straps! The first lingerie collection, ‘True Luna night & day’, with influencer Jule also features tempting additional straps and is all about feminine (moon) energy. ‘True Luna’ was shot during our team workation in Mallorca – an absolute highlight for us! Just like the new ‘Lilou wine’ bra model, where the straps can even be exchanged for a bra chain in gold or silver. A bra and piece of jewellery in one! What more could a woman want? Perhaps a sexy bodysuit? Our first lace bralette body, ‘Sensla’, makes your heart beat faster in no time, and not just at our big customer photo shoot in Hamburg. Comfortable Panties in a multipack? With our new product bundler, you can put together your favourite set in no time at all.

What a year! 2024 makes us shine – in all the colours of the rainbow. TV star Motsi Mabuse is setting off a real firework display of diversity with her first SugarShape collection, ‘Colours of Motsi’, true to the motto: ‘There are no wrong bodies, only wrong sizes!’ Our biggest campaign ever is crowned by a prime-time TV commercial and posters throughout Germany. We also present FemFatale, our most provocative lingerie collection ever, co-designed by influencer Mösi, in larger-than-life size on the famous German Reeperbahn. With chokers, cut-outs and ‘Wow, is that really me?’ magic, she's making everyone sweat and the influencer world drop their clothes at our launch event. The message is clear: ‘Sexy knows no size!’ But the highlights don't end there. With our True Luna ombré sky & dawn collection featuring delicate colour gradients, we and the enchanting influencer Jule bring the sky to your skin. And with our first front-closure bra, Pure Luxe, we elegantly showcase your delightful back, which, like many of our bestsellers, is made from recycled materials. As the absolute icing on the cake, we are shooting a music video with rapper Das Bo on a houseboat to launch our first seamless bustier, Freeda, the perfect match for his song ‘Lass dich geh'n’ (Let yourself go). And with that, we prove again and again in 2024 that at SugarShape, ‘Sexy and comfortable – no problem!’