Lou and Ben Rice’s e-reader accessory brand, Strapsicle, is a prime example of a small business experiencing rapid growth. After starting out online and in independent bookstores, the brand has now secured a major retail breakthrough: landing on the shelves of Officeworks.
Founder Lou Rice and an Officeworks representative shared how the brand got into one of Australia’s top ten retail stores.
Approaching with samples and personalisation
Lou Rice put a personalised touch on her contact with Officeworks, sending the retail giant some product samples and a letter.
Then, she left the opportunity alone and attended to other aspects of the business.
“We sent some packages, and life was so busy at that time, we didn’t even follow up,” Rice confessed. “Then I got an email from Officeworks and here we are!”
The founder said she thinks that putting the extra effort into presentation, personalisation and product helped get her pitch over the line.
“I think it was the effort we put into the DM pack – a clever flyer, and actual samples – that grabbed Marli’s attention,” said Rice. “Rather than just sending out an email, which I imagine 90 per cent of brands do, that’s going to get lost or forgotten about.”
New and exciting product
Officeworks Category Manager Marli Cornelissen credited the uniqueness of the product to Strapsice’s success.
“The Strapsicle range is unique in the market with a range and brand that speaks to an engaged reader audience,” Ms Cornelissen said.
“Customers love coming to Officeworks to discover new and exciting products and Strapsicle definitely fits that brief. We’re thrilled to be their first bricks and mortar retail partner.”
Building an engaged audience first
Cornelissen mentions Strapsicle’s engaged audience as another factor that caught her eye. Rice attributes this audience to a shrewd digital marketing strategy.
“One of the best decisions we made was hiring a content creator to take our organic reach to the next level,” Rice told ISB. “Instead of relying solely on paid ads, we built a community of engaged book lovers who shared, commented, and spread the word about Strapsicle.”
Rice says that Strapsicle’s social media push wasn’t just about visibility; it also helped establish the brand’s appeal.
“The future of Strapsicle is huge,” said Rice. “I’m so excited to see where 2025 takes our brand. I could never have dreamed we would be here less than three years after launching our Kindle straps.”
