ThatDay: an innovation from Latvia that is changing women’s lives

ThatDay is a Latvian company specialising in manufacturing innovative menstrual underwear to provide women with functional, sustainable, and comfortable alternatives to conventional hygiene products. Developed and manufactured in Latvia, this underwear has become a trusted choice of thousands of women throughout the Baltics. The company’s rapid surge in popularity was initially boosted by collaborating with influencers on social networks who could reach the company’s target audience.

ThatDay took its first steps in business within the business incubator established by the Investment and Development Agency of Latvia (LIAA) in Jūrmala. During its time at the incubator, the company received valuable support that helped it lay a stable foundation for its further development. In addition, the company also obtained a LIAA digitalisation grant for their website development.

“The incubator was an important springboard for our growth,” Kintija Anna Bērzkalne, CEO of the company, says. “It was an environment in which we learned and improved ourselves. Financial support is crucial for a new business. After the end of the incubator programme, we felt the absence of that support.”

Considering their development plans and business needs, ThatDay is considering the opportunity to re-apply for the incubator to boost the company’s growth. “The success of our product is closely related to a strong marketing strategy allowing us to connect with our customers directly. But to expand our market and effectively promote our product, we need significant investments. Advertising is important, but it is not nearly enough,” Kintija highlights.

Since its foundation, the company has sold over 10,000 units of its product in the Baltic States. Although its man market today is Latvia, ThatDay is actively looking to expand into export markets. The company has recently launched a new collection and is planning to strengthen collaboration with wholesale platforms to enhance the availability of its products and venture beyond direct sales into commercial partnerships.

Looking ahead, ThatDay will prioritise continuing to innovate and promote a sustainable lifestyle by offering products that are economically viable and environmentally friendly. “Not only do our products improve the everyday lives of women, but they also promote eco-friendly consumption habits,” Kintija highlights. 

Since 2024, the Business Incubation Aid Program has been implemented by LIAA representative offices in Latvia and any company up to the age of 5 operating in the supported sectors can apply for the programme.

This article has been produced with financial support from the European Regional Development Fund, Small and Medium Enterprises Programme, Incubator Subproject.