Here's What Went Down With No Limbits Adaptive Clothing After Shark Tank
For able-bodied individuals, it may be difficult to remember that walking into a store and find clothing that fits you is a privilege. No Limibits founder Erica Cole recognized this at an early age. At 22, a car accident caused her to lose her leg. From that moment on, not only did her life dramatically change, but so did her realization of what was out there for people with prosthetic limbs. Frustrated byill-fitting standard-size clothing that never quite correctly fit her prosthetic leg, Cole started designing her own clothes. Thanks to word-of-mouth marketing, she began receiving requests from fellow amputees to make them clothing, too. Once it became clear that there was a market for this type of attire, she did what any person in her position would do: she launched a business.
"I graduated with my degree in chemistry, the year after my accident, and had this as an alterations business on the side," Cole told Fast Company in 2023. Although Cole had plans to take a job in the sciences, the pandemic got in the way of that. But it also allowed her to change course and focus on what would become No Limbits clothing. "It gave me some time to figure out where this was going. We launched a Kickstarter and were fully funded in 24 hours ... I never really intended to be a founder, but I just needed to see how far this could go. There really aren't that many options in this space."
Not long after the successful Kickstarter, the producers of "Shark Tank" reached out to Cole to see if she would be interested in coming on the show. And so, she decided to take her business, No Limbits, to the sharks. Luckily for Cole, she didn't walk away empty-handed.
No Limbits scored a deal on Shark Tank
Despite the tremble in her voice, Cole fearlessly approached the sharks. Asking for $100k in exchange for six percent equity in No Limbits, Cole flawlessly laid out her pitch: "Sharks, do you know there are 14 million people who struggle with daily living activities such as dressing themselves due to a disability? But there just aren't that many options out there. So I created No Limbits, an adapted clothing brand with the mission of increasing comfort, confidence, and independence in those who struggle with clothing due to a disability." At that point, Cole unzipped one of her pant legs to reveal just how fantastically the pants fit over her own prosthetic, while she explained the additional features that No Limbits clothing has for amputees.
After answering a few questions about herself, the direction of the company, and the sales that had already been made, a very excited Emma Grede called investing in No Limbits an "absolute no-brainer," and suggested Mark Cuban jump on the bandwagon. Although Grede and Cuban originally proposed $100k for 12%, the three ultimately decided on $100k for 10% for this inclusive fashion brand.
What happened to No Limbits after Shark Tank
Cole's appearance on Shark Tank had an immediate impact on her business, as well as her personal life. "We had over 30,000 people on the site in a matter of seconds and saw 20 times our normal sales volume that weekend," Cole recalled to Yahoo Finance in 2022, adding that the company was also contacted by "hundreds of healthcare providers who saw how our adaptive clothing can help their patients."
No Limbits also received inquiries from over 3,000 independent clinics with whom they'll be starting partnerships, as well as interest from large clothing stores and chains. "We also had a ton of messages from people asking us to expand products into new adaptive categories, which we're working on right now," Cold told Yahoo Finance. "We used the response from 'Shark Tank' to organize people into testing and focus groups for our upcoming products so that our customer is involved in our product development."
Basically, it seems Cole is on a one-way street to success thanks to the investments from Cuban and Grede. When Cole appeared on "Shark Tank," she was the only person working full time for No Limbits. Naturally, that changed practically overnight to meet the demand.
No Limbits is still in business
According to Biz Women, as of August 2023, not only is No Limbits still in business, it has raised $1.8 million, thanks in part to additional financial backing from Halcyon Angels and Trolley Ventures, both of which work with startups. The company has also grown to include eight full-time employees and has over 10,000 followers on its Instagram account, which it uses as a platform to not just showcase new items, but educate people about those who have disabilities.
"There is something really beautiful in owning a niche," Cole told Biz Women in August 2023. "We are so early into this space, and we believe we have an opportunity to be that market and thought leader in terms of clothing for people with disabilities. There are far more people who can use our products than you might expect." If all goes as planned, there's a chance that this niche area of adaptive clothing could reach $400 billion by 2026.
What's next for No Limbits and its founder?
By all accounts, what's next for Cole and her company is to keep it growing and reaching new heights — especially in regards to clothing options for their specific demographic. Although No Limbits started with pants, they've since launched items for people in wheelchairs, those with sensory issues and limited dexterity, as well as disability pride merchandise.
"I live four to six months in the future," Cole told Fast Company. "What's the next big thing and how we can optimize it? There are so many opportunities, it's easy to get distracted chasing shiny objects. So I spend a lot of time thinking about how every opportunity comes with a challenge; how do we solve those in the way that maximizes and is in line with our mission?" Based on what Cole told the sharks during her appearance on "Shark Tank" and how her company has already taken off, it's safe to say she already has those answers and that's a great thing for her company and her customers.