Cupped raises €200,000 on Höhle der Löwen for custom-fit bras
What's the deal? CuppedDealroom has a profile for this one. Try Dealroom →, a Frankfurt custom-fitted bra startup, closed a €200,000 angel investment on the German TV show Höhle der Löwen, in an episode that aired September 14, 2026. Founder Anna Lu gave up 22.5% equity, split between SNOCKSDealroom has a profile for this one. Try Dealroom → founder Johannes Kliesch and beauty investor Judith WilliamsDealroom has a profile for this one. Try Dealroom →.
What's the endgame? Cupped uses digital measurements and a proprietary algorithm to build made-to-order bras with 3D-sculpted cups. The company claims 80% of women wear ill-fitting bras and aims to become the leading fit-focused brand.
The numbers: Cupped has served more than 1,000 customers with a 7% return rate, generating roughly €90,000 in revenue and €50,000 in profit in its first months, according to Deutsche StartupsDealroom has a profile for this one. Try Dealroom →. Lu previously served as global product chief at Emma MatratzenDealroom has a profile for this one. Try Dealroom → and worked as a consultant at McKinseyDealroom has a profile for this one. Try Dealroom →.
Why the bidding war? Lu pitched for €200,000 in exchange for 10% equity, but the strong early metrics drew competing offers. Williams initially bid for 30%; Kliesch, making his debut as a jury member, matched her. The two settled on 22.5% combined, with Williams calling Lu "a star."
The signal: The deal backs a growing bet that direct-to-consumer fashion tech can win by solving fit problems that standard sizing leaves unaddressed. With profitability in its early months, Cupped now pairs capital with Kliesch's e-commerce scaling experience and Williams's consumer brand expertise.
Read more: meyka.com
Image credit: Go-tea 郭天
