"Was a huge leap" - When Bridal Buddy won over Shark Tank's Kevin O'Leary and Lori Greiner

In 2023, Heather Fitzner posted a throwback photo from Shark Tank of a turning point in her business career on LinkedIn. In the photo, the founder can be seen deep in conversation with Lori Greiner, and the caption conveys the significance of the encounter:

"Just looking back at this photo makes me feel so grateful for this opportunity. It truly was a huge leap into the next atmosphere for Bridal Buddy."

That said leap happened at Shark Tank's Season 8 finale when entrepreneurs presented their company concepts to a group of investors. Fitzner's product? An ingenious answer to a typical wedding day conundrum: how can a lady use the restroom while donning a huge bridal gown?

The Bridal Buddy, a unique slip that enables brides to handle their dresses in the restroom without help, was her response. Her years of experience working in a wedding store, where worried soon-to-be brides frequently faced this issue, led to the creation of the product.

What happened during Bridal Buddy’s Shark Tank pitch?

Fitzner organized a live presentation that caught the Sharks' interest as soon as she entered the Tank in May 2017. The reason why brides find it difficult to take restroom breaks was demonstrated by a model wearing a bridal gown. Fitzner requested $75,000 in exchange for a 10% share in her business.

At the time, Bridal Buddy had generated $195,000 in sales, with each unit priced at $29.95. However, Fitzner faced challenges getting the product into retail stores, and sales had begun to plateau.

Mark Cuban was the first to step back, despite being impressed.

"I just don't want to be in the bridal business," he explained.

Robert Herjavec followed suit, concerned about the product's price point and retail presence.

But then things got interesting. Kevin O'Leary and Lori Greiner saw potential and teamed up, offering the full amount for a 50% equity split between them. Barbara Corcoran jumped in with her offer of 33%. What followed was a classic Shark Tank bidding war, ending with O'Leary and Greiner lowering their combined stake to 30%. Ultimately, Fitzner accepted the latter's offer.

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How did Bridal Buddy fare beyond Shark Tank?

While the deal with O'Leary and Greiner ultimately didn't materialize, the exposure proved invaluable.

The company has since expanded its product line, offering three different designs ranging from $29.95 to $35. Bridal Buddy is now available internationally on Amazon, in bridal boutiques, and through their own Etsy shop. By November 2023, the company had grown to employ between five and ten people and reached a reported net worth of $1 million.

Fitzner's journey started long before Shark Tank. She first conceived the idea in 2002 and created a prototype, but put it aside to focus on raising her children. It wasn't until 2015, following her divorce, that she decided to turn her idea into reality.

"I saw it sitting there and I thought 'it's time.' I got it out and started on it, but I made it simpler," she told TN Online in 2016.

Today, Fitzner continues to innovate. While running Bridal Buddy, she's launched another venture called Christmas Tree Bagger. She remains active on social media, recently sharing on TikTok how Bridal Buddy can "Keep your skirt clean and dry out in the rain and mud!"

Despite the Shark Tank deal not materializing, Fitzner harbors no ill feelings. Her focus remains on growing her brand and helping brides navigate their special day with one less worry. As she shared on LinkedIn in 2024,

"Photo shoots and TikTok videos are so much fun to me. When you find a great photographer and model to work with — it's truly rewarding to see the end results!"

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Shark Tank airs on ABC Fridays at 8 PM ET and streams on Hulu.