Campaign period

19 Sep 8:00 am: Public sale of Moya Kala shares start
26 Sep 5:30 – 6 pm: Live-Webinar
30 Oct 8:00 pm: End of the campaign
Nov 2023: Registration of all confirmed owners in moya kala AG’s digital share register and information by email to the new shareholders.

Facts & figures

Claudine Tanner founded the Moya Kala label in March 2017 and successfully launched the first collection in September 2019. This was followed by a successful crowdfunding via “wemakeit”. After a maternity break, Claudine re-launched the label together with Sabina Gasser in 2021. Since then, they have launched two seasonal collections per year and continue to develop the basic collection.
Milestones until the end of 2022:

Development from 2023:

We are pleased to be attracting more and more retail stores (B2B customers) and are aiming for sales growth of over 50% in 2023. Our collections are already available in 30 stores, including Jelmoli and Rrrevolve.

With a lot of passion and the help of our small, diversified marketing team, we can continuously expand our community and inspire new direct customers for our products and our mission.

We are aiming for a turnover of 10 million by 2030.

Growth strategy

We want to increase the reach and awareness of Moya Kala throughout Switzerland and start expanding abroad.

We are pursuing a clear, sustainable growth strategy. On the one hand, thanks to the capital increase and the employee participation programme, we can further strengthen our marketing and sales team and invest in logistics. Our goal is clear: we want to grow with our community and expand our retailer network. On the other hand, we are striving for a social return. The capital increase enables the implementation of the planned fund for our sewers in Bulgaria.

Why equity crowdfunding?

From the beginning, we have closely involved our community in the development of our company and our products. With three successful crowdfundings, we were able to produce our first collection. We worked with prototypes and collected feedback from customers.

As entrepreneurs, we value our independence and decision freedom very much and are grateful to have our previous investor and shareholder Urs Imhof not only as an investor but also as a mentor on the board of Moya Kala.

For our future growth, we would like to rely less on large individual investors and instead involve our crowd once again. We are convinced that this new form of capital increase is exactly the right one for Moya Kala. Equity crowdfunding allows our customers, friends and supporters to become investors and to shape Moya Kala together with us, while at the same time benefiting from unique benefits for shareholders.

Given that the majority of investors are male, we would like to encourage women in particular to become investors as well. Investments and corporate governance are not only men’s business.

moya kala AG’s shareholder structure

The founders, together with business angel Urs Imhof, are the owners and have invested in the company themselves. The Board of Directors consists of Claudine, Sabina and Urs, and the management team consists of Claudine and Sabina. After successful crowdfunding, 10% of the shares are reserved for employees.

Valuation

Moya Kala has set the pre-money company valuation at CHF 2 million.

This valuation is based on a sales multiple of 6.1 (extrapolation sales 2023), the strong sales growth since 2021 and the growth forecasts until 2030. In addition, valuations of comparable start-ups in the fashion industry were used. The resulting multiple corresponds to a medium risk scenario.

Our company was audited by the independent consulting firm BV4 and the plausibility of the valuation was presented in a report attached below.

Business model

Moya Kala is a woman-owned Swiss start-up producing sustainable Body Basics & Loungewear. We are present in the Swiss market with our unique quality products and generate sales through our omnichannel distribution strategy (B2B & D2C, both brick-and-mortar and online).

B2B (Business to Business): we are pursuing a clear, sustainable growth strategy and aiming to expand our dealer network within Switzerland as well as within Europe and into other countries through selected partnerships.

D2C (Direct to Consumer): at the same time, we are investing in logistics and strengthening our digital marketing and community-building activities in order to reach more (and more) direct customers.

The fact that we offer a real product is particularly interesting for investors. This can be experienced in the truest sense of the word and appeals directly to all the senses and, thus, the emotions of our customers. And it stands for the obvious scalability of our offer and the simple comprehension of our business model.

Market potential

Market data on sustainable clothing is rare. However, the increasing demand for sustainably and fairly-produced products is clearly identified as an international mega-trend in numerous trend reports. In addition, a growing market potential for underwear and loungewear can be expected.

Unique selling point

Sustainability and growth – a contradiction? We would like to settle this contradiction with our promise:

Quality work that is fairly paid, with sustainable and durable materials – Moya Kala combines sensible consumption with a unique wearing experience.

With us, not only are the working conditions fair and the materials sustainable, but so is the entire business model. We have been working with a family business in Bulgaria for a long time, which pays its sewers fairly and offers them a secure perspective in life.

With our Cupro collection in particular, we clearly stand out from the competition. Cupro is a regenerated cellulose fibre made from natural cotton fibres – a pre-consumer material from the production of cotton seed oil. It is a 100% recycled material and the closed loop system for water and chemicals ensures environmentally-friendly production.

Founders & team

Claudine and Sabina have been running the company together since 2021.

Claudine, Founder & Co-CEO

Claudine is responsible for sales, business development and operations. She is passionate about fair working conditions in the textile industry. Before founding Moya Kala, Claudine travelled frequently to Bulgaria with her husband, as she is very committed to the issue of human trafficking and specifically concerning women. This is how the partnership with our producer came about. Claudine has a lot of industry experience and business know-how.

Sabina, Founder & Co-CEO

Sabina has worked in the fashion industry for many years and also has start-up experience. She takes care of product development and, as an economist, of the finances as well. She is passionate about the fashion industry with its international value chain. She wrote her bachelor's and master's thesis in the field of fashion at university, always trying to combine this passion with sustainability. She has been familiar with this topic since her childhood.

Moya Kala's team consists of eight other passionate people in the fields of marketing, design and sales. We work in a decentralised manner in Sarnen and Zurich and often remotely. The sewers of our production partner in Varna in eastern Bulgaria are also part of the Moya Kala family.

Without the enormous commitment of our entire team, Moya Kala would not exist. That is why it is clear to us that we want to grow together and give the team a share in our success through employee shares.

Mission statement

Quality work, fairly rewarded, with sustainable and durable materials – Moya Kala combines meaningful consumption with a unique wearing experience. We are committed to fairness, transparency and sustainability. And we want women from all different walks of life and corners of the world to go through life with joy and confidence.

“We care as much about the women who make our products as those who wear them.”

Moya Kala is a fashion label in the lingerie and loungewear sector that is convincing in terms of quality, sustainability and social compatibility. We actively promote the improvement of life quality for women. On the one hand, the lives of our customers, who receive an alternative to fast fashion with Moya Kala, and on the other hand, the lives of our tailors in Bulgaria, who benefit from fair employment conditions and a fund that benefits them and their families.

With this equity crowdfunding, our customers now have the chance to change from consumers to investors and thus to help shape sustainable fashion themselves.

Questions?

We maintain the greatest possible transparency in all our business relationships. This also applies to our investors. Here we provide you with an insight into all the relevant documents that serve as a basis for deciding on an investment in moya kala AG. If you have any questions, please feel free to contact us at invest@moyakala.com.

Moya Kala – Ethical Body Basics

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