BootayBag Underwear Subscription Box


PitchUnderwear subscription brand for women
EntrepreneurElly Gheno
Asked For$500,000 for 5%
Deal$500,000 for 10%
SharkKendra Scott

Company Background

What is BootayBag?

BootayBag is a monthly underwear subscription service for women. Every month the company pick out new designs and send them to you for a low monthly subscription fee. But unlike other subscription services, you can have a sneak peek at what you are receiving each month on their Instagram page.

The goal is to provide women with underwear that they will love to rock every day. Subscriptions start for as low as $10 per month for one pair, but you can choose to receive as many as you want.

Who Owns BootayBag?

BootyBag was founded by Ellyette (Elly) Gheno, a young entrepreneur based in Colorado. Elly grew up feeling that it was her path to take over her mom’s salon later in life, but boy was she in for a surprise.

Her earliest job was playing dress-up for Super Franks. Now, Gheno runs a multi-million dollar subscription company that is currently ranked among the top 1000 in United States Fashion Companies.

Founder’s Story

Bootybag was founded to solve a problem that Ellyette perceived as facing women everywhere. The idea started in 2016 when Ellyette realized that she had so much make up from her monthly cosmetic subscription box but not enough beautiful and affordable underwear.

So she took a small business loan of $300, set up a website, created Booty Bag, and started receiving orders within two days.

Initially, Gheno used to source her products from clearance bins or in bulk online. However, since then, the brand has evolved into designer underwear, with higher quality than most brands.

Their products are curated, meaning that all stock is pre-checked for quality before selling it to customers under their brand. This gives the brand a chance to source desirable products that appeal to the audience.

What Happened After Shark Tank Update

Did BootyBag Get a Deal on Shark Tank?

On Shark Tank Season 12 Episode 2, Elly Gheno entered the Shark Tank seeking $500,000 for 5% of her underwear subscription box, BootyBag and accepted an offer of $500,000 for 10% from guest Shark, Kendra Scott.

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