Innovator of the month: Anette Andersson
Innovation: Pull-out shoe horn WALLi

"It is possible for an ordinary person to develop a product and to be successful."

Anette Andersson has had many different jobs over the years, but in spring 2022 she quit her full-time job. Now she is working wholeheartedly with the idea that she has believed in for the last fifteen years - the wall-mounted shoehorn WALLi.

Earlier this spring, Anette went on an intensive trip to Paris. Among other things, she walked around the crowded streets of Paris and checked out interior design shops, but above all, she visited the major interior design fair Maison&Object. An experience that was as inspiring as it was exhausting. She was there to present her own innovation, which was met with many positive reactions. 

Anette's innovation, WALLi, is a retractable shoehorn that is attached to a retractable cable, which in turn is attached to a wall bracket. The product is both functional and serves as a stylish interior detail. The idea came to Anette 15 years ago but became reality much later.

- "The idea first arose when I was in a fitting room and realised how hard it was to put on my shoes without access to a shoehorn. I came back to that idea several times. An accessible shoehorn that is not at risk of disappearing. It was only when my son reminded me several years later to pursue my idea that I finally did it," Anette admits.

Her partner encouraged her to be daring.

In Autumn 2021, the first products arrived, and the innovation slowly but surely began to be released. Initially, Anette worked both as a restaurant manager and as a self-employed person. The jobs could be combined to some extent until finally, it was no longer possible. She had to make a choice.

- "My partner encouraged me to take the decision and quit my job. It has taken a lot out of my self-esteem to be dependent on my partner while waiting for the company to take off. That has been the hardest part of all this. A lot has also gone wrong along the way," says Anette.

There have not only been setbacks along the way but also many successes. When Sundsvall's local newspaper did a report on Anette, many people in Sundsvall got in touch with her afterward.

People who were inspired, who also had ideas for innovations and wanted tips on how to proceed. There are also many who came to the town centre in Sundsvall with positive responses.

- "People are really happy for me. Many know how long I have been talking about this shoehorn and that it has now become a reality. That it is possible for an ordinary person to develop a product. Then all the tears and sleepless nights will not be in vain. I mean, just that I get to show my product at a trade fair in Paris. I don't think I realise how cool that is," says Annette.

Already has more ideas for new innovations.

Initially, the intended target group was only private individuals, but it turns out that several potential buyers have been added along the way. WALLi is already in a few hotels around Sweden, including in Huskvarna, Östersund and Stockholm. Anette also sees gyms and fitness centres as a potential target group. When it comes to creating new innovations, Annette already has some ideas.

- "I have had some inspiration lately, much more after Paris. In the future, I might have an interior design shop with a wide range of hallways, but right now I'm focusing wholeheartedly on WALLi.

When asked what the best thing about Anette’s innovation is, there is no doubt in her answer.

- "It's that it solves an everyday problem. And it's also nice to look at!

Anette's top tip for other innovators:

  Tell outsiders about your idea. Don't be afraid to share your idea with others, it will move you forward in the process.

  Dare to get help from other people. Help is closer than you think!

  There will be setbacks along the way, but you must continue to believe in your product. Don't give up, keep fighting.