Pivoting From Excessive Style To Well being-Tech – What Entrepreneurs Can Be taught From Francois Kress

I’ve been lucky to satisfy and interview some unimaginable enterprise and advertising leaders, however I was SO curious to satisfy Francois Kress, the previous President and CEO of manufacturers resembling Carolina Herrera and Prada. 

Ensuring my Zoom backdrop was on level, I rigorously selected my most trendy #remotelife clothes (and sure – he comfortably beat me on me each fronts) attempting to make the very best impression on this vogue legend as we met over video to debate his revolutionary tech and wellness firm, Feelmore Labs. Regardless of his unimaginable profession with roles at LVMH, Prada, Bulgari and different luxurious corporations, I discovered him to be humorous and extremely humble (“Anybody can have a protracted and nice profession in the event that they get sufficiently old”) regardless of his success. 

“I used to be very lucky to run many big-name manufacturers all around the world, however behind my thoughts was all the time a sure nostalgia for science. There isn’t any science in most of luxurious, it’s conventional – merchandise made the identical means for 100 years. It’s usually about craftsmanship and numerous advertising.”

Feelmore Labs just lately launched their flagship product, Cove – a modern wearable that’s scientifically confirmed to scale back stress and enhance sleep, with out interfering in day by day routines. The extremely anticipated system has been getting numerous consideration, with options in roundups from distinguished tech publications and it was additionally chosen as a winner for SHAPE’s 2020 Effectively Tech Awards.

I used to be intrigued to study of his scientific background and the way passionate Francois is about neuroscience, tech and wellness, all of which has led to his 2016 start-up turning into a actuality. 

“I grew up in France, in a household of largely docs. I studied science and math for a few years in highschool and finally to PhD degree. Ultimately I used to be contacted by Bernard Arnault (the founding father of LVMH). Luxurious vogue was primarily family-owned corporations at the moment, so it was sudden, however very thrilling to be part of an organization buying new manufacturers – I used to be in fact very attracted by the style world – stunning merchandise and exquisite individuals. It was additionally very attention-grabbing to grasp the psychology as to why individuals would spend extra on merchandise they don’t essentially want.”

Regardless of constructing a reputation and profession within the vogue world, Francois had been contemplating a shift into know-how and wellness for a while. 

“I needed one thing extra significant. Coincidentally, I used to be requested to affix the board of a biotech firm, as an impartial advisor, bringing my luxurious abilities in addition to my scientific background to the desk – they favored the combo! We had been creating a product that went via FDA approval, and IPO and finally offered the corporate in 2015. Following that I needed to make use of my expertise round all the pieces I’d realized from over 25 years to essentially change the tech-driven, well being and wellness business.”

What is exclusive about Cove is its skill to scale back stress and enhance sleep high quality, all with out interfering with one’s day by day routine – all of that are topics near the founder’s personal life.

“I all the time had points sleeping – not simply because of jetlag! I’ve all the time tried to be wholesome, I’m a productive, aggressive particular person, but in addition anxious. The health-tech business has not historically been good at advertising. Generally they’re so into the science and tech, they neglect they’re promoting to human beings, so the concept we may use non-invasive know-how to modulate your nervous techniques and mimic one thing we name ‘affective contact’ to assist in these areas was so thrilling for me – and it actually helps.”


The corporate had a transparent imaginative and prescient from the start, with maybe glorious foresight for the emergence of present day wearables and health-tech market. Feelmore Labs was born, and Francois left vogue behind to assist create a wholly new class. 

Regardless of Cove being born out of science and analysis, in addressing this new class – confidence within the merchandise efficacy, in addition to person expertise was key. 

“From the beginning I employed a really competent set of medical docs, PhDs and neuro-scientists. The sphere could be very new, and primarily invasive – with electrodes implanted within the mind – not very shopper pleasant. We glance again on our early investor decks and we’re very constant in what we ended up doing. The concept was to place out a tool that was credible, backed by science and attempt to redefine the class – and that’s what we now have accomplished to date. We utilized the identical methodology of rigour, working with the FDA to verify each field is checked – all the pieces we do should be validated by science.” 

The pandemic has made wellness extra of an at-home focus, with the likes of Peloton clearly demonstrating lots of people are centered on serving to themselves. Though Francois and his group didn’t create Cove due to the latest pandemic, they needed to overcome obstacles to launch it throughout a time of world disaster. 

“We had a 4-year growth plan and we in fact had a problem with testing in particular person. It’s also a tough factor to construct a tool totally remotely with worldwide suppliers. A number of Skype calls, FedEx deliveries and late nights had been wanted. Covid has in fact elevated nervousness, however the want has all the time been there. Since we went to market a couple of months in the past – it has been so attention-grabbing to see our early adopters. We’re seeing a variety of individuals. We’re seeing lots of people centered on efficiency enhancement. It’s in fact at a really early stage, however we’re seeing 35-year-olds and over – barely increased than the common gadget consumers. We’re additionally seeing individuals interested in science – which we predict is proof our strategy is paying again. The fundamental proposition of sporting our system for 20 minutes per day and altering your life will in fact take some convincing, however the reality we are able to again it up helps produce outcomes.”

Cove’s advertising technique is concentrated totally on making a neighborhood round their distinctive proposition and using a science led, knowledge backed strategy that learns from its customers’ private use of the system to facilitate future progress. 

“We may have determined to go to market with a really directive tone as to its use-cases, however we didn’t need to do this – we needed customers to search out this for themselves. Some individuals like to make use of it within the morning earlier than work to scale back nervousness. Lots of people use it earlier than mattress to assist with sleep – which is my use case. For some individuals it’s used at a time of a identified stressor to them – for instance, public talking. A worse concern than loss of life for some individuals! Step one for us is getting sufficient units across the nation after which all over the world to construct a vital mass – we now have a giant international ambition to assemble knowledge and perceive potential use-cases much more. We’re utilizing a variety of suggestions mechanisms to construct extra information in the neighborhood and can proceed to enhance upon how experiences and recommendation could be higher shared as soon as we now have sufficient units in circulation.”


Being an entrepreneur is clearly in Francois’ DNA – and it’s clear his firm is just simply beginning. 

“Of the entire issues I’ve accomplished in my life – and I’ve labored with so many wonderful individuals – however that is by far essentially the most thrilling factor I’ve accomplished. I’m so into the science. I feel accessible know-how will lead what we do subsequent – issues will shrink to smaller, slicker form-factors. We even have one other firm scientific purposes for our know-how for severe circumstances of insomnia and nervousness. My focus is the result to make individuals higher – it has made me higher. I’ve much less stress the place I do know I’d have snapped up to now, and it’s a blessing to, on common, carry me to a greater sleep sample. To steer a group and assist construct one thing optimistic for the world is so thrilling for me.” 

It was fascinating to get a glimpse into the world of a serious enterprise chief who has pivoted and embraced a brand new problem to develop an emergent class in a vital space resembling wellness, pushed by their very own ardour areas. Advertising and marketing leaders can positively apply the teachings right here – being genuine and pushed by a transparent function and being open to letting your individual buyer neighborhood assist type your future technique. It was an honor to talk to Francois for Forbes, and I’ll positively be watching his entrepreneurial journey progress with nice curiosity within the coming years.


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