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Tech Pitch: Bomb Petite

Tapping into a market that's anything but small, this platform is giving petite women a place to buy perfectly fitting clothes and share #shortgirlproblems...

Company name: Bomb Petite
Founder: Jenny Liu (28)
Background: Liu is a Taiwanese American who left Asia and launched a fashion career in London, working for international brands including Burberry, Agent Provocateur and AllSaints. She speaks three Chinese dialects and is learning Hebrew.
Based in: London
Launched: Online magazine launched in 2014, shopping platform launched in November 2016

Very simply, what does your tech start-up do?

  • Bomb Petite is the global fashion destination for petite women, those of us who are five foot four inches or 163cm and under.
  • We put the joy into getting dressed by creating and curating the most sophisticated premium fashion, seamlessly blended with up-to-the-minute styling inspiration and advice.
  • Serving as a one-stop-shop for petite women, we are an online fashion marketplace featuring styles from independent designers as well as from our in-house line.
  • It’s a community for like-minded, clothes-obsessed petites in which they can browse, shop and connect through their shared #shortgirlproblems.

Tell us why there’s a need – what do you disrupt?

Over 86 million UK and US women fall into the petite size category; 50% of the population is actually under five foot four.

Whilst half of these women are petite, at present there’s no singular destination for them to shop independent designer fashion, get down-to-earth styling advice and consume telling-it-to-a-friend editorial content.

It’s not a niche market, but actually a market-miss with a need that’s yet to be properly tapped in to. If you wear a size 10 on your feet, you wouldn’t be offered to shop a size 11 and just manage, such as by wearing thicker socks. So clothing should be no different.

Is Bomb Petite funded?

At the moment Bomb Petite is self-funded.

What were you doing before you started Bomb Petite?

Before launching the Bomb Petite shopping platform, I was involved with a number of high profile projects at well-known fashion brands.

I first entered into the world of e-commerce at Agent Provocateur. Then, during my tenure as new business development manager for AllSaints, I played a pivotal role in launching the brand’s debut handbag collection, delivering a well-considered offering to coincide with the retailer’s global expansion.

Prior to that, I formed part of Burberry’s digital merchandising team as the luxury brand blazed its e-commerce trail.

I founded Bomb Petite after spotting a gap in the market with both business-focused and uniquely personal (I myself am petite) insights.

What’s the best thing about being based in London?

In London, there is a growing community of female-led start-ups, offering one another support, networking and advice.

With over 40% of our customers coming from the US, being based in the UK also has the unique advantage of being associated with a British and European sense of creativity. London is the centre of fashion, business and innovation in Europe so it’s inspiring to be based at the heart of that energy.

Looking to start up in London? Read Startups' free guides to launching in the capital here.