In this Checkout episode, we’re joined by Lou Rice and Ben Stainlay, the dynamic couple behind Strapsicle, the Kindle accessory making waves with readers worldwide. With over 100,000 happy customers, viral BookTok fame, and the support of not one, but four Shark Tank investors, Lou and Ben have turned their late-night idea into a seven-figure business that’s truly resonated with the reading community. From living the expat life in Bali to navigating e-commerce highs and lows, Lou and Ben share a behind-the-scenes look at the quirky purchases, go-to tools, and big inspirations that fuel their journey.
SodaStream Surprises and the Quirkiest Online Buys
Living in Bali as a digital nomad couple has had its share of amusing moments, especially when navigating online shopping platforms. Lou’s “weirdest” purchase wasn’t what she expected: a SodaStream that turned out to be just the gas canister. “I was so excited to get a SodaStream,” she laughed, “but all I bought was the gas canister! So now it’s just sitting on the bench because I couldn’t read!”
Ben added, “Lou’s curiosity sometimes leads us to buy things that end up as entertaining surprises.” The SodaStream incident has become a running joke and a reminder of how it’s always important to check the fine print before buying anything online.
Lessons from July, Contour Cube and CMY Cubes
When asked which retailers or brands have recently inspired them, Lou highlighted July, an Australian luggage brand known for its savvy move from online sales to in-store experiences. “I love the journey of July—how they just exploded even during COVID, and then managed to flip that into retail stores,” she explained, noting how the brand’s adaptability has resonated with her own aspirations for Strapsicle.
Ben gave a nod to Australian brands CMY Cubes and Contour Cube. “They’re just a step ahead of us and are doing incredibly well with organic marketing,” he noted.
They’ve grown a loyal customer base and constantly expand into new areas, which pushes us to think big with Strapsicle.
Reflecting on these brands, Lou added that “they’re both doing amazing things,” and for Ben, these success stories inspire their own plans for expanding Strapsicle’s community-driven model.
Essential Tech: The Kindle
When it comes to the tech they can’t live without, the answer was unanimous. “Obviously the Kindle…we literally couldn’t live without it,” Lou said. “We need people to have them so we can sell to them!” Their fondness for Kindle devices goes beyond just business—both Lou and Ben are avid readers, and Kindle’s role in their daily lives is one of the reasons they were inspired to create Strapsicle. It’s a truly symbiotic relationship: as more people embrace Kindle, Strapsicle continues to grow as the perfect companion.
Beyond Kindles, Lou and Ben stay connected and organised across time zones and continents with platforms like WhatsApp, Zoom, and spreadsheets. “Sometimes it’s the simplest tools that keep you grounded,” Lou added, reflecting on how they stay coordinated while working from different locations.
What They’re Reading: Zoe Foster Blake and Atomic Habits
When it comes to books, Lou shared her current read—Zoe Foster Blake’s latest book, Things Will Calm Down Soon, which she describes as “a really fun and engaging look at life and career.”
Reading books like Zoe’s reminds me to find joy in the journey, no matter how crazy things get. It’s been a great reminder to stay grounded and have fun.
Ben, meanwhile, highlighted Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones by James Clear as a recent favourite. “It’s all about making small changes to create big impacts, which has been so helpful as we juggle business, family, and life in Bali,” he explained. Atomic Habits has really made me think about how to streamline our routines so that Strapsicle and our personal lives can grow together, rather than competing.”
Their Biggest Challenge: Staying Focused and Keeping a Growth Mindset
Growing Strapsicle has come with its own unique set of challenges, especially as Lou and Ben balance family life and a fast-growing business. Lou highlighted the importance of maintaining a strong mindset during both the highs and lows. “We’ve realised we’re in a growth spurt right now, and it’s all about mindset,” she shared. After the high of Shark Tank success, production challenges quickly followed. “It’s easy to get caught up in the hurdles, but you have to keep the bigger picture in mind.”
For Ben, staying focused amidst constant changes has been a core challenge. “There’s always a new email, message, or platform to respond to,” he noted. “It can throw you off track if you’re not careful. Staying efficient and organised is key for us.”
They both agreed that finding balance is an ongoing effort. As Lou put it, “You have to remind yourself why you started and keep pushing forward. There’s always a new challenge around the corner, but focusing on growth and learning keeps us moving forward.”
Building a Brand with Heart and Humour
From navigating the unexpected challenges of startup life to finding inspiration in their community, Lou and Ben’s story is a reminder that building a brand is as much about the journey as it is about the destination. By combining practical strategies with a deep love for reading, they’ve built a thriving community of Kindle enthusiasts who share their passion. With an eye on continuous improvement and a warm, genuine approach, Lou and Ben are setting the stage for Strapsicle’s next chapter, proving that a great product—and a little bit of fun—can go a long way.
The Checkout is a short snippet of our conversations.
