Repeat pivots from clothing subscription to SaaS platform for CPG repeat purchases

Kim Stiefel and Sarah Wissel met while working at the Los Angeles‑area startup Vytmn. After Vytmn shut down they launched UNDR, a subscription service for T‑shirts, socks and underwear. They quickly saw that the subscription model worked for media like Spotify but failed for consumables—customers complained about mistimed deliveries and the hassle of managing recurring shipments.

To solve the problem they built a checkout‑survey tool to learn when men typically got pit stains on their T‑shirts. The side‑project revealed a broader need: brands wanted timely, data‑driven reorder prompts for items like toilet paper and skincare. The founders pivoted, turning the tool into Repeat, a SaaS platform that analyses single‑buyer and household behavior to nudge CPG brands’ customers when it’s time to repurchase. Repeat has since raised $3 million, joined accelerators such as Techstars, and counts Youth To The People and No.2 Toilet Paper among its customers.

Raised $3 million from Act One Ventures, Techstars LA and Harlem Capital, and secured early CPG customers such as Youth To The People and No.2 Toilet Paper

Subscription model for low‑frequency, consumable goods produced dissatisfying customer experiences.

No existing data existed on when consumers needed to repurchase items like T‑shirts or deodorant, forcing the founders to build their own tracking mechanism.

The data‑gathering side‑project uncovered a scalable B2B opportunity: brands wanted automated, timely reorder nudges.

Early validation with CPG partners showed clear product‑market fit and willingness to pay for the service.

Founders’ complementary skill sets—Wissel’s analytical focus and Stiefel’s big‑picture strategy—enabled rapid execution of the pivot.

Founders should treat side‑projects that gather proprietary data as potential pivots; when the original model shows structural flaws, a data‑driven SaaS can unlock a larger B2B market.

After the pivot, Repeat raised $3 million, participated in the Techstars Los Angeles accelerator, and adopted a remote‑first culture with deliberate boundaries (e.g., never holding meetings in the same room). The platform now helps consumer‑goods brands increase repeat purchase rates by surfacing timely reorder suggestions based on individual and household purchase patterns.