Market Data 
Meet the founders behind retail’s latest innovations, including stock management systems, AI fashion models and the sportswear brands taking social media by storm.
By Maria Gracia Santillana Linares, Katherine Love and Hannah Lynn
Starting a fitness fashion business as a teen was just a warm-up for Lukas Kurzmann. In 2020 the Austrian entrepreneur launched his second brand, cofounding Oner Active to make women’s workout clothing. His cofounder and face of the brand was fitness influencer Krissy Cela (Class of 2023). She has over 4 million social media fans and the loyal community has helped Oner Active grow into a $100 million (revenue) brand. Kurzmann’s entrepreneurial experience in the space helped, too. Before Oner Active, he cofounded Women’s Best, a sportswear and nutrition supplement company, in 2015. He’d seen the potential to sell to online gym communities, and noticed little competition in the women’s market. “Everything regarding fitness was heavily towards male and men’s fitness,” he says. “There was nothing for the women.” Nearly 10 years later, Women’s Best has expanded to a brick-and-mortar location in Austria and an Instagram following of 3.4 million. “Because we started so early, we have a unique touch point in the market.”
Kurzmann is one of the 30 young entrepreneurs honored in the 2025 Forbes 30 Under 30 Europe Retail & Ecommerce list, which highlights the founders and C-suite executives of growing consumer packaged products, brands and ecommerce startups. To be considered for this year’s list, all candidates had to be under the age of 30 by April 9, 2025. All finalists were selected with the help of our judges: Thomas Plantenga, CEO of Vinted; Laura McGinnis, principal at Balderton Capital; Aimee Smale, founder of Odd Muse London (Class of 2023); and Leon Szeli, product manager at Meta (Class of 2022).
Joining Kurzmann in the world of fashion are Daniel Yuen, 27, and Kieran Riddell-Austin, 29, cofounders of Liverpool-based Montirex, which also makes athleticwear. With no outside funding, the company brought in over $20 million in revenue in 2024. And it was a big year for lingerie startups, including Saint Sass, founded by Larissa Schmid, 29, and Vivien Wysocki, 29, which is known for its tights with cheeky phrases––like “bite me” and “made you look”––printed on them, and Unndr, a lingerie subscription company founded by Sofia Panwar, 27, and Taran Chowdhry, 28, that sends monthly pieces to customers around the U.K. Jordan Jones, 29, founder of celebrity-worn menswear company Mauvais is also among this year’s finalists after bringing in over $11 million in annual sales.
This year’s list also includes a number of entrepreneurs innovating in the home aisle, from diapers to cleaning supplies. Jack Rubin, 29, was looking to make cleaning supplies more sustainable when he started Purdy & Figg alongside his brother, mother and mother’s best friend. Their signature product is a cleaner concentrate and reusable glass spray bottle which have pushed the company to make $52 million in revenue. 29-year-old Lluís Montull Casas’ detergent sheets and dishwasher soap tablets have taken over nearly 2,000 retail stores in Spain and made $17 million in 2024 revenue. They’re part of Natulim’s commitment to produce cleaning products free of single-use plastics.
There was also a rise of food and drink startups in the category as many increased distribution among national and regional retailers. Sandy Tang, 29, heads Love Sum, whose ready-made dumplings can be found at Selfridges and Booths, as well as online. Pimentae canned tequila cocktails are one of the top-selling products at Waitroses across the U.K. Cofounded by Wynter Karo, 29, Pimentae’s drinks can also be purchased at Selfridges and on short-haul British Airways flights.
Beyond physical products, other entrepreneurs are building technology to be used by major retailers. Take Flore Lestrade, 26, Tristan Francois, 26, and Christian Kotait, 26, who are making AI software to help brands model their clothing without hiring real models. Investors like it—their company Veeton has received $2.1 million in venture capital funding. Daniel Parekh-Hill, 28, is giving brands the ability to choose delivery dates for online orders, allowing businesses to anticipate volume and excess orders during peak ordering times through his company Flare.
This year’s list was edited by Katherine Love, Hannah Lynn and Maria Gracia Santillana Linares. For a link to the complete Retail & Ecommerce list, click here, and for full 30 Under 30 Europe coverage, click here.
