Natalie Steger and Annika Götz.

We’re Annika and Natalie, the founders of BADESOFA. BADESOFA was founded in Cologne, Germany. We’re both also moms of three. Our daily life is fast, loud, and demanding. BADESOFA was born directly out of that reality.

We didn’t set out to “design a product” - we set out to solve a very personal problem: how to truly relax in a bathtub that isn’t designed for comfort. That’s where the idea came from - bringing the feeling of a sofa into the bath.

This award is strong validation that design and real-life functionality belong together. We’re not creating decorative products - we’re building solutions that people actually use. Being recognized for that is incredibly meaningful.

It’s a momentum driver. Internally, it reinforces our high standards. Externally, it elevates our positioning - suddenly you’re in conversations with bigger partners, better opportunities, and a more global audience.

Experimentation is part of our DNA - because our benchmark is real life, not theory. We tested materials extensively until we found the right balance: soft enough to feel luxurious, but durable, quick-drying, and easy to maintain. As working moms, we don’t have time for high-maintenance products and neither do our customers.

Motherhood.

It’s not a typical design reference, but it’s incredibly honest. When you’re constantly balancing time, energy, and needs, you develop a very sharp instinct for what truly matters - and what doesn’t.

Design is not about aesthetics, it’s about decisions.

Every detail reflects a choice between usability, durability, and emotional impact. Good design disappears into the user’s life. Bad design creates friction.

We don’t see it as a conflict; we see it as alignment. We stay very clear on the core user needs: comfort, simplicity, and real relaxation. Once that’s defined, decisions become objective, not subjective.

The biggest challenge was combining three things that rarely coexist: comfort, hygiene, and longevity. A bath cushion can’t just feel good. It has to perform under constant exposure to water. Getting that balance right required multiple iterations and a lot of discipline.

We don’t force creativity. When things stall, we step away into family life, movement, or completely different environments. That reset is usually more effective than pushing through.

Efficiency and energy. Our products are designed to give energy back, not take it away. That mindset comes directly from our lives as founders and mothers.

Stop focusing only on how things look—focus on how they work in real life. The designers who win are the ones who understand behavior, not just visuals.

We see strong potential in a collaboration with goop due to the clear alignment around self-care, wellbeing, and longevity. Both brands focus on creating meaningful rituals that enhance everyday life.

Gwyneth Paltrow also embodies a modern, conscious lifestyle as a successful entrepreneur and mother, which strongly resonates with our audience. A collaboration would feel authentic, connecting two brands that stand for intentional living and long-term wellbeing.

What really matters to me is how our work impacts people’s everyday lives. It’s not just about creating products, but about helping people build small rituals of self-care that genuinely improve their wellbeing. When something we’ve created becomes part of someone’s daily routine and adds a bit more calm, comfort, or balance- that’s what makes the work meaningful.