Ava Fertility Tracker now sold online by Littlewoods, Very, Boots and Argos

Ava kooperiert mit OTTO, MediaMarkt und Amorelie

Ava Fertility Tracker now sold online by Littlewoods, Very, Boots and Argos

Rising demand sees Ava expand online offering in UK and Ireland

FemTech startup Ava sets the course for further growth and significantly expands its sales channels in the UK and Ireland. In the future, Ava will also be available from brands Very and Littlewoods, as well as from Boots and Argos. Until now, the company relied exclusively on sales via its own website.

“This news marks a key moment in our growth in the UK and Irish markets”, said Ava co-founder Lea von Bidder. “Working with such household retail names is an important step for us as a business and means we’re better placed to respond to growing demand for our revolutionary fertility tracking bracelet. Littlewoods, Very, Boots and Argos set importance on innovative and digital technologies and are therefore ideal partners to us. Ava is at the forefront of fertility research and development. With the Ava fertility tracker, our partners are adding a FemTech product to their product line that meets couples needs of today with state-of-the-art technology.”

Ava on the pulse of time

A study* found that among couples having regular unprotected sex:

  • aged 19 to 26 – 92% will conceive after 1 year and 98% after 2 years
  • aged 35 to 39 – 82% will conceive after 1 year and 90% after 2 years

For many couples, the path to pregnancy is long and emotional. These couples depend on technological and medical advances to fulfil their wish to conceive. Ava offers a natural and easy-to-integrate solution based on state-of-the-art technology. Accurately and reliably determining fertile days makes pregnancy more likely.

Ava bracelet is scientifically proven

In a recently published clinical study** with 200 women and 1,000 menstrual cycles, it has been demonstrated that the Ava fertility tracker recognizes the fertile window of five days in real time with an 89 percent accuracy. Only worn at night, Ava measures five relevant physical parameters** whose analysis allows for accurate conclusions about fertility. Science-based and through the use of the latest sensor technology and intelligent algorithms, the Ava fertility tracker stands out from the mass of cycle apps as well as conventional methods of fertility determination. Such methods as e.g. the basal body temperature measurement or the LH urine test often provide an incomplete picture of a woman’s fertile window.

Growth market FemTech

There is significant room for evolution in the FemTech space. Recent studies predict that the global FemTech market will grow to nearly $50 billion by 2025 ***. The gender gap in the field of health innovation is still present today. The male body has long been considered the de facto standard, while the woman’s body has only been seen as a version of it. Our society collects a lot of data – but mostly data from men. This inequality, the so-called “gender data gap”, is receiving much attention these days. Ava is working to fill this gap. In particular, there is widespread ignorance about the menstrual cycle. That’s why 20% of the cost of an Ava wristband flows into research and development.


**Wearable Sensors Reveal Menses-Driven Changes in Physiology and Enable Prediction of the Fertile Window: Observational Study https://dx.doi.org/10.2196/13404

*** https://ww2.frost.com/files/1015/2043/3691/Frost__Sullivan_Femtech.pdf

About Ava

Ava is a digital health company with offices in Zurich, San Francisco, Belgrade and Makati, that aims to advance women’s reproductive health by bringing together artificial intelligence and clinical research. Its fertility tracking sensor bracelet detects the five most fertile days of a woman’s cycle in real time, while also delivering personalized insight about reproductive health and pregnancy.

Worn only during sleep, the Ava bracelet tracks multiple physiological parameters including pulse rate, breathing rate, and temperature. Launched in the US in July 2016, the Ava bracelet is now sold in 36 countries and has helped more than 28,000 women become pregnant. Studies for the clinical use of Ava were conducted at the University Hospital of Zurich, Switzerland and additional studies are currently in progress. Ava was voted Best of Baby Tech at CES 2017, named a Women’s Health “Editors’ Choice” product and has been honoured as the best Swiss startup in 2017 and 2018. For more information, visit www.avawomen.com

About Boots UK

Boots UK (boots.com), the UK’s leading pharmacy-led health and beauty retailer, is part of the Retail Pharmacy International Division of Walgreens Boots Alliance, Inc. (Nasdaq: WBA), the first global pharmacy-led, health and wellbeing enterprise.  With 2,509* stores in the UK, Boots UK is committed to providing exceptional customer and patient care, be the first choice for pharmacy and healthcare and offer innovative ‘only at Boots’ exclusive products such as the UK’s leading skincare brand No7, all delivered with the great value customers love. Created over 165 years ago, the Boots brand is still at the heart of the communities it serves.

About Argos

Established in 1973, Argos is a leading UK general merchandise retailer offering more than 80,000 products through its website, apps and 1,200+ standalone stores, collection points and stores inside Sainsbury’s supermarkets.

Employing around 30,000 colleagues, it is the UK’s number one toy retailer and a market leader in furniture, homewares and electricals.

Argos is a technology-led retailer; its website receives more than a billion visits a year and more than half of sales originate online. 80 per cent of all orders are fulfilled in stores as customers take advantage of its convenient Click & Collect service.

Its market-leading Fast Track delivery service is available across more than 90% of UK postcodes, seven days a week, and offers home delivery in as little as four hours up to 10pm.

Argos is part of the Sainsbury’s Group, which is a retailer of food, general merchandise, clothing and financial services through the Sainsbury’s, Sainsbury’s Bank, Argos and Habitat brands. J Sainsbury plc is listed on the London Stock Exchange.

About Shop Direct

As the UK’s largest integrated pureplay digital retailer and financial services provider, Shop Direct has annual sales of £1.96 billion. Later this year, we will rebrand to The Very Group as part of plans to bring our name and identity in line with our largest and fastest growing retail brand Very.co.uk. Our other brands are Littlewoods.com and LittlewoodsIreland.ie. We receive an average of more than 1.4 million website visits every day, with 74% of online sales completed on mobile devices. We exist to make good things easily accessible to more people. With our multi-category range of famous brands, market-leading technology and data capabilities and unique financial services products offering flexible ways to pay, we’re well placed to deliver on that promise. We sell more than 1,800 famous brands, including big name labels and our own exclusive brands. We have four million customers and deliver 49 million products every year. Our free click-and-collect service, CollectPlus, delivers to 7,000 stores across the country, increasing ease and convenience for customers. For more information on Shop Direct, visit www.shopdirect.com or follow us on Twitter at @ShopDirect.

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