We’re excited to introduce you to the always interesting and insightful Olivier Momma. We hope you’ll enjoy our conversation with Olivier below.
Alright, Olivier thanks for taking the time to share your stories and insights with us today. So, let’s imagine that you were advising someone who wanted to start something similar to you and they asked you what you would do differently in the startup-process knowing what you know now. How would you respond?
If I were starting over, there are several things I’d do differently to build faster, more efficiently, and with fewer missteps. While the naivety of being a first-time founder fueled our boldness and creativity, it also led to avoidable mistakes. Here’s what I’d adjust, knowing what I know now:
1. Never Lose Sight of Innovation
In the early days, our energy went into solving a unique problem: creating the first trackable wallet with a patented pop-out card mechanism. We obsessed over every detail, from materials to design, and that focus paid off. Over time, however, we became preoccupied with running the business—managing teams, logistics, and scaling. This shift distracted us from our core strength: product innovation.
Innovation is not a one-time effort; it’s an ongoing commitment. Look at companies like Dyson, where the founder, James Dyson, remained deeply involved in R&D even as the business scaled. If I were starting again, I’d structure the company to ensure product innovation remains a constant focus, embedding it into our processes and allocating resources specifically for long-term development. This would allow us to stay ahead of competitors rather than reacting to their moves.
2. Invest in Talent Early
One of our biggest early missteps was trying to stretch our limited budget by hiring interns, recent graduates, and remote workers with minimal experience. While they brought enthusiasm and helped us keep costs low, the constant need for training and oversight slowed us down and introduced costly errors. For example, a customs issue caused by poor labeling delayed a shipment for six months, hurting both revenue and customer trust.
Had we prioritized hiring experienced professionals sooner—especially in critical areas like operations and marketing—we could have avoided these mistakes and scaled faster. Hiring strong talent isn’t just about immediate skills; it’s about bringing people onboard who can anticipate problems and make proactive decisions. The cost of inexperience far outweighs the savings.
3. Build Resilient Partnerships
One thing I’d prioritize from day one is forming partnerships that accelerate growth. When we eventually partnered with Apple’s Find My network for our tracking products, it was a game-changer. But this was years after we could have benefited from similar alliances. Building strategic relationships early—whether with suppliers, platforms, or complementary brands—would have given us access to resources, credibility, and audiences that we initially struggled to reach.
If I were to start again, I’d make partnerships a foundational part of our strategy. Not only does it reduce risk, but it also amplifies your reach in ways that solo efforts cannot achieve.
4. Don’t Underestimate Supply Chain Complexity
We underestimated the importance of having a robust supply chain. Early on, stockouts during peak demand hurt our reputation, and over-reliance on single suppliers left us vulnerable to delays. These issues taught us the importance of forecasting demand accurately and diversifying supplier relationships.
Now, I’d ensure the supply chain is both scalable and adaptable from the start. This includes building redundancy into the system and investing in tools to track and predict inventory needs. You can’t grow confidently if your supply chain can’t handle success.
5. Stay Nimble While Thinking Big
One of our challenges was balancing a big vision with quick execution. In the early days, we often delayed launches because we wanted everything to be perfect, whether it was a marketing campaign or product feature. Looking back, I’d adopt an “iterate as you go” approach, focusing on getting products or ideas into the market quickly and learning from real-world feedback.
This doesn’t mean cutting corners; it means valuing speed and adaptability over perfection. If we had launched sooner and iterated based on customer input, we would have reached key milestones faster.
Olivier, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’m Olivier, Creative Director at Ekster, and my journey into design, entrepreneurship, and creating innovative consumer products has been deeply rooted in a love for solving real-world problems with simplicity and style. As a child, I dreamed of becoming an architect, sketching buildings for hours on end. That passion for design evolved into a career that blends creativity, strategy, and innovation.
The idea for Ekster came to life during my first internship in Hong Kong, where I noticed people paying with QR codes—an ingenious solution to streamline a mundane process. That moment sparked my fascination with how design and technology could transform everyday objects, and it eventually led to Ekster, now the largest smart wallet brand in the world.
We started by addressing a universal problem: losing wallets. Back then, there were no Apple AirTags or Apple Pay to help solve this frustration, so we created the first-ever trackable wallet with a patented pop-out cardholder mechanism. Over the years, Ekster has grown from being a wallet company to something much larger—a brand dedicated to simplifying life’s essentials.
Expanding into travel products was the natural next step for us. As a company driven by the needs of modern consumers, we recognized that the same pain points people faced with wallets—convenience, durability, and organization—also existed in travel. Our travel collection features water-resistant duffel backpacks and everyday backpacks, all made from recycled materials and designed to work seamlessly for travel and daily commutes alike. For those looking to streamline packing, we also introduced the vacuum travel pack, a compact, durable solution to save space and stay organized on the go. These products, like our wallets, integrate thoughtful design with practical features, including tracking capabilities and optional laptop power banks, ensuring they meet the demands of a fast-paced, mobile lifestyle.
What sets Ekster apart is our relentless focus on creating products that are as functional as they are beautiful. Each product is designed to solve real-world problems, and we’ve stayed true to that ethos as we’ve expanded. Sustainability remains a cornerstone of everything we do—from sourcing recycled aluminum for our wallets to using recycled fabrics in our travel line, we’re committed to reducing our environmental footprint while enhancing our product offerings.
One of the things I’m most proud of is how Ekster has evolved into a global brand that generates the majority of its revenue in the U.S., while staying rooted in a global perspective. Growing up in cities like Tokyo, Milan, and Hong Kong taught me to embrace different ideas and cultures, and that openness has shaped how I approach design and strategy for Ekster.
At the heart of Ekster is a commitment to innovation and a drive to make everyday life easier. From wallets you never lose to travel gear that simplifies your journey, we’re focused on creating solutions that resonate with modern consumers. Behind every product is a dedication to sustainability, thoughtful design, and an unwavering focus on quality that inspires trust and loyalty from our customers.
Let’s talk M&A – we’d love to hear your about your experience with buying businesses.
Yes, we did acquire a business—Travelteq, a Dutch brand renowned for its high-quality, heritage-inspired travel bags. At the time, it felt like a natural alignment with Ekster’s ethos of blending innovation, functionality, and timeless design. The acquisition was an exciting chapter for us, filled with both challenges and invaluable lessons.
Why We Bought Travelteq
Travelteq had built a reputation for its craftsmanship and innovative approach to travel bags, much like Ekster had done with smart wallets. The brand’s DNA was rooted in quality and functionality, and we saw a clear opportunity to bring fresh energy to its products while leveraging Ekster’s expertise in design and e-commerce. For us, it was an opportunity to extend our reach into the travel category with an already established foundation.
Additionally, we admired Travelteq’s dedication to craftsmanship and felt that its values aligned well with our own. There was a certain charm in preserving and revamping a brand that had a loyal niche following but hadn’t yet reached its full potential.
The Acquisition Process
The acquisition process was fascinating—it involved diving into the roots of another brand, understanding its history, and exploring how we could merge its strengths with Ekster’s capabilities. It was both exhilarating and humbling to step into a different creative and operational world. As a bootstrapped company, we approached the acquisition cautiously, ensuring it wouldn’t overextend our resources.
Revamping the Brand
For me personally, this was a huge learning experience. Rebranding Travelteq required rethinking everything from the brand language to the photography style. We redesigned the website to align with a more modern aesthetic while maintaining the heritage feel that its loyal customers loved. It was incredibly satisfying to give the brand a new lease on life, crafting a story that resonated with both existing and potential customers.
However, this wasn’t just a creative endeavor. It also required streamlining the operations and addressing the economic challenges that had made the brand unprofitable. Travelteq’s products were expensive to produce, which drove up retail prices and made scaling difficult. Additionally, the products had a low purchase frequency—people typically bought one Travelteq bag in their lifetime. This lack of recurring revenue created challenges for long-term profitability. Within a year, though, we were able to turn this loss-making brand into a profitable one by optimizing its unit economics and refining the product strategy.
Key Learnings
One of the biggest lessons was the importance of focus. It’s hard to make two bootstrapped brands successful simultaneously. Ekster was our core business, and splitting attention between the two brands taught us how critical it is to prioritize resources and energy.
We also learned that while the idea of scaling Travelteq was exciting, its product offering wasn’t easily scalable. Despite the high-quality craftsmanship, the combination of small brand recognition, high production costs, and premium price points limited growth potential. The experience underscored the importance of scalable business models, especially when you’re bootstrapped.
Deciding to Sell
After three years of owning and managing Travelteq, we decided to sell the brand. It was a bittersweet decision, but ultimately the right one. We gained incredible insights from the experience—both operational and creative—and it was a lot of fun revamping the brand and working with its products. However, the learnings we took away were priceless.
As Jeff Bezos once said, “We are stubborn on vision. We are flexible on details.” This experience reinforced that lesson for us. We stayed true to Ekster’s vision of simplicity and innovation while remaining flexible in adapting our strategy for Travelteq, even if that ultimately meant letting it go.
The acquisition of Travelteq was a chapter filled with growth, creativity, and challenges. It taught us the importance of focus, scalability, and the realities of managing multiple brands. While we ultimately sold Travelteq, the process of rebranding, redesigning, and revamping the business was deeply rewarding and remains a highlight of my entrepreneurial journey.
Can you open up about how you funded your business?
Creating our Kickstarter campaign for Ekster was a journey that combined meticulous planning, creative resourcefulness, and hands-on execution. Here’s an in-depth look at how we brought our vision to life:
Benchmarking Top Kickstarter Campaigns
Before launching, we analyzed the top 10 performing Kickstarter campaigns in our category. We studied their storytelling techniques, reward structures, and community engagement strategies. This research provided valuable insights into what resonated with backers and helped us craft a campaign that was both compelling and effective.
Creating the Campaign Video
With no budget for professional production, we turned to our immediate network. My sister took on the role of videographer, and our friends became the actors. We shot the video ourselves, focusing on clearly demonstrating the wallet’s features and the problem it solved. This DIY approach not only saved costs but also added an authentic touch that resonated with our audience.
Designing the Campaign
We sketched out the campaign ourselves, from the layout to the copywriting. We emphasized clear visuals and concise messaging to effectively communicate the value of our product. Our goal was to create a user-friendly experience that would engage potential backers and clearly convey our mission.
Budgeting and Margins
Understanding the importance of financial planning, we meticulously calculated the margins for our rewards. We accounted for production costs, shipping, and potential overheads, ensuring that the pricing was sustainable and would support the project’s fulfillment. This foresight was crucial in managing resources and setting realistic funding goals.
Manufacturing in China
Once we secured the necessary funds, we traveled to China to oversee production. Living at the factory allowed us to work closely with manufacturers, ensuring that the products met our quality standards. This hands-on approach was instrumental in bringing our vision to fruition and maintaining the integrity of our brand.
This journey was a testament to the power of community, creativity, and determination. By leveraging our resources and staying committed to our vision, we were able to turn a simple idea into a successful product that resonated with backers worldwide.
For a more in-depth look at our journey, you might find this interview insightful: https://www.youtube.com/watch?v=OHzshlurweE
Contact Info:
- Website: https://ekster.com
- Instagram: https://www.instagram.com/oliviermomma/
- Facebook: https://www.facebook.com/eksterwallets/
- Linkedin: https://www.linkedin.com/in/oliviermomma/
- Twitter: https://twitter.com/EksterWallets
- Youtube: https://www.youtube.com/@ekster
