Funded by private capital and a Kickstarter campaign, Tooletries designs and manufactures bathroom accessories such as mirrors, toothbrush and razor holders and wall organisers that can be fixed to vertical surfaces with the company’s patented silicone technology. The company’s products are stocked in over 1,500 retail stores and supermarkets across the US, and are available in Canada, Germany, Japan, New Zealand, Singapore, Taiwan and the UK. Tooletries also produces white label products for a range of companies. Exports made up 100 per cent of Tooletries’ sales revenue in 2016–17.
Judges felt the business demonstrates a sound knowledge of their market segment and the need to develop a sustainable business so they can get over the hump of being the 'next best thing'.