Thursday 6 March 2025, 12pm GMT
Hilco is seeking offers to acquire FlowCup, a well-established and socially responsible menstrual health brand, along with its related assets, including an optimised e-commerce platform, a loyal customer base, and strong supplier relationships.
FlowCup is a trusted and socially conscious name within the menstrual health sector, renowned for its commitment to sustainability and offering a range of high-quality products such as menstrual cups, period underwear, and related accessories. Originally established under Invent Medic, a Swedish healthcare company, FlowCup has grown into a widely recognised and trusted brand, with particularly strong traction in the UK, with UK sales representing 80% of the Company’s sales.
FlowCup’s products provide long-term, safe, and leak-proof solutions for menstrual care. The brand’s medical-grade silicone menstrual cups replace up to 275 disposable menstrual products annually, presenting both environmental benefits and cost-saving appeal.
Successfully leveraging a direct-to-consumer model through an optimised Shopify e-commerce store, FlowCup actively engages with customers on Instagram, Facebook, and TikTok, building a strong reputation in the market. The brand has gained particularly impressive traction in the UK through key influencer collaborations, social media marketing, and word-of-mouth recommendations. Additionally, FlowCup’s partnerships with non-governmental organisations have further enhanced its credibility, enabling over 60,000 women in low-income countries to access menstrual cups through donation programs.
The UK has emerged as a key growth market for menstrual cups, driven by increasing consumer awareness and demand for sustainable alternatives to disposable products. FlowCup operates within the rapidly expanding menstrual cup market, which holds a 20% share in regions like the UK and Sweden. With a loyal customer base of over 80k consumers, an active e-commerce platform, and a scalable brand presence, FlowCup represents an attractive acquisition opportunity for strategic investors, private equity firms, or consumer health companies looking to expand in the sustainable personal care market, particularly in the UK.
FlowCup is a purpose-driven brand renowned for its high-quality, sustainable menstrual care products, with a particularly strong presence in the UK market. Catering to consumers seeking eco-friendly, cost-effective alternatives to disposable products, FlowCup has carved out a position as an accessible, yet premium brand focused on comfort, reliability, and environmental responsibility. Its clean, modern aesthetic and inclusive messaging have resonated widely, fostering strong customer loyalty and engagement.
The UK is FlowCup’s largest market, representing 80% of total sales. The brand’s success is driven by a direct-to-consumer model that has allowed it to cultivate a loyal following through its Shopify-powered e-commerce platform. FlowCup has effectively utilised digital marketing strategies, including organic content, influencer collaborations, and targeted paid campaigns, to drive traffic and conversions. The brand maintains an engaged presence on social media, where it educates consumers on the benefits of menstrual cups while promoting its sustainability mission.
In addition to its commercial achievements, FlowCup’s brand equity is bolstered by its social responsibility efforts. This impact-driven approach has strengthened FlowCup’s credibility and appeal, especially in a market increasingly influenced by conscious consumerism.
With a strong UK foundation and a growing presence across Europe, FlowCup is well-positioned for further expansion. There is considerable potential to enhance its direct-to-consumer sales by pursuing strategic retail partnerships, expanding its product range, and entering new international markets.
A registered trade mark protecting the “FlowCup” brand is available for acquisition.
Full details on the trade mark can be accessed via a virtual data room.
FlowCup’s product range is driven by a commitment to innovation, comfort, and sustainability. The brand holds registered designs that protect its unique product shapes, ensuring that FlowCup’s ergonomic, high-performance designs remain distinct in the marketplace. These designs cover key elements of the brand’s menstrual cups, which are crafted from medical-grade silicone for flexibility, durability, and a secure, leak-proof fit. The distinctive shape enhances comfort while simplifying insertion and removal, setting FlowCup apart from generic alternatives and reinforcing its position as a premium yet accessible option.
FlowCup’s aesthetic aligns with its modern, minimalist brand identity, moving away from traditional, clinical, or overly feminine period care designs. The menstrual cups and period underwear feature sleek, contemporary styling with subtle colour palettes that reinforce FlowCup’s premium positioning. This design philosophy extends to the brand’s sustainable packaging, which balances high-quality presentation with recyclability, offering a cohesive, environmentally responsible brand experience.
The registered designs not only protect FlowCup’s product innovations, but also strengthen its commercial appeal by maintaining a distinct visual and functional identity in an increasingly competitive market. These proprietary design elements, combined with rigorous product testing and extensive consumer feedback, have helped FlowCup build a reputation for comfort, reliability, and sustainability.
Full details on the designs are available via a virtual data room.
FlowCup’s e-commerce platform (the “Platform”) is central to its success, enabling seamless direct-to-consumer engagement and ensuring strong brand visibility in a competitive market. Built on Shopify, the Platform is optimised for high conversion rates, offering a smooth purchasing experience that prioritises convenience, education, and customer support. The site features an intuitive user journey, with clear product categorisation, informative content on menstrual cup usage, and a strong emphasis on sustainability, resonating well with the values of its target audience.
Digital marketing plays a pivotal role in FlowCup’s e-commerce strategy, combining organic engagement with performance-driven paid campaigns. The brand has cultivated a loyal, highly engaged community across Instagram, Facebook, and TikTok, where influencer partnerships, user-generated content, and educational storytelling drive both awareness and trust. Acting as key acquisition channels, FlowCup’s popular social media accounts funnel traffic to the Platform, with impressive customer retention flowing from personalised remarketing and email campaigns.
A data-driven approach underpins FlowCup’s operations, with customer insights guiding product development, pricing strategies, and marketing efforts. The Platform integrates seamlessly with analytics and customer relationship management tools, enabling refined audience segmentation and highly targeted communications. Subscription offers and bundling options further enhance customer lifetime value, while a focus on post-purchase engagement, such as follow-up education and loyalty incentives, drives repeat business.
FlowCup’s e-commerce model is highly scalable, with ample opportunities to expand product offerings, enter new international markets, and explore additional revenue streams, such as retail partnerships and marketplace integrations.
The primary flowcup.co.uk domain name is available to acquire, along with the flowcup.net domain name.
Full details on the domain names are available via a virtual data room.
The Company owns the copyright in the website content hosted at its various domains, which hosts the fully functional Platform powered by Shopify, providing product listings, purchasing functionality, customer education, sustainability messaging, and promotional content.
Rights in the social media accounts are also available to acquire across Instagram, TikTok, Facebook, LinkedIn, Vimeo and Pinterest.
Full details on the social media accounts are available via a virtual data room.
FlowCup’s GDPR-compliant customer database, comprising over 80k active customers (c. 80% of whom are based in the UK) is available for acquisition, providing significant opportunities for ongoing marketing, customer retention, and expansion into related product categories.
FlowCup’s database of core suppliers is available for acquisition, providing access to key partnerships and sourcing information.
Offers are due Thursday 6 March 2025 at 12pm GMT.
All expressions of interest and bids are to be directed to Hilco in writing. A Bid Submission Form is available on request. Please contact Hilco to gain access to a virtual data room of further information on signing a confidentiality agreement.
The bidder acknowledges that Hilco acts as an agent for its client who offer for sale only what right, title and interest (if any) it possesses in the assets. Such sale will be without any warranties, expressed or implied. The information provided has not been verified by Hilco, and bidders are deemed to have carried out their own due diligence.
VAT, if applicable, at 20% will be added to the price. A non-refundable deposit of 20% will be payable by the buyer within 48 hours of bid acceptance. A buyer’s premium of 10% of the sale price is payable by the winning bidder. Legal completion to occur within 5 business days of bid acceptance. Hilco’s full Terms and Conditions apply.
