Cupped Lands Investment Deal on Höhle der Löwen as BH Startup Impresses New Investor

Cupped, a custom-fitted bra startup from Frankfurt, closed an investment deal on Höhle der Löwen’s season 20, episode 2, which aired September 14, 2026. Founder Anna Lu pitched for 200,000 euros in exchange for 10 percent equity. New investor Johannes Kliesch and Judith Williams competed aggressively for the deal, ultimately settling at 22.5 percent equity. The startup claims 80 percent of women suffer from poorly fitting bras and uses an algorithm to tailor each garment to individual body measurements.

Why Cupped’s pitch drew competing offers

Anna Lu founded Cupped to solve a widespread problem: standard bra sizes fail to account for individual body shapes and asymmetries. The startup uses digital measurement and a proprietary algorithm to create custom-fitted bras with 3D-sculpted cups from specialized foam. The garment ships within 7 to 10 business days after measurements are taken. Cupped uses 80 percent polyamide and 20 percent elastane, certified under OEKO-TEX Standard 100 for safety. The T-shirt bra retails for 79 euros.

Impressive early metrics caught investor attention

Cupped has already served over 1,000 customers with a return rate of just 7 percent, according to Deutsche Startups reporting. In its first months of operation, the company generated approximately 90,000 euros in revenue and 50,000 euros in profit. Anna Lu brings significant credentials: she served as global product chief at Emma Matratzen and worked as a consultant at McKinsey before founding Cupped. Her vision is to establish Cupped as the number one fit-focused brand.

New investor Johannes Kliesch enters the competition

Johannes Kliesch, the SNOCKS founder and e-commerce expert, made his debut as a jury member on this episode. His textile industry experience made him an immediate contender for Cupped’s deal. Kliesch and Judith Williams, the beauty investor, engaged in what n-tv described as a competitive bidding battle. Williams initially offered 30 percent equity; Kliesch matched her bid. The two ultimately agreed to 22.5 percent combined equity, with Williams calling Lu “a star” at the deal’s close.

What the deal means for Cupped’s growth

The investment provides capital and mentorship from two investors with complementary strengths. Williams brings beauty and consumer brand expertise; Kliesch brings proven e-commerce and scaling experience from his sock business. Cupped’s low return rate and profitability in early months suggest product-market fit. The deal validates the custom-fit apparel model in a market where standard sizing remains a persistent pain point for consumers.

Final Thoughts

Cupped’s investment deal on Höhle der Löwen signals investor confidence in direct-to-consumer fashion tech that solves real fit problems. With strong early metrics and experienced backers, the startup is positioned to scale beyond its current 1,000-customer base.

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