Some decisions aren't made at a desk. Our partnership with Andreas W. Herb began in a TV studio in Cologne. With 90 seconds on the clock.
The pitch and the battle
In September 2026, we brought IRISgo® to «Die Höhle der Löwen». A first for this season: a head to head battle. Two startups, and only one gets the chance at a deal. We won and went on to negotiate with the Lions.
What we showed was more than just the next thermal mug on the shelf. The IRISgo® cup stands for enjoying your drink anywhere. At the office, on the go, during sports, in everyday life. Swiss Made, thought through down to the last detail, and designed to replace single use products for good.
Three offers, one decision
In the end, there were three offers on the table. Three of the five Lions wanted to invest in IRISgo®. For us, one thing was clear: the right partner brings more than capital. We chose Andreas W. Herb, entrepreneur and CEO of the MBG Group. A few weeks after the show aired, we finalised the deal.
Why Andreas W. Herb
Herb built a company on his own. He knows what it takes to turn an idea into a brand. And he sees what we see in IRISgo®:
«With IRISgo®, three things come together for me: an exceptional product, a strong and patented idea, and two founders who are true doers.»
Andreas W. Herb, entrepreneur, CEO of the MBG Group and investor on Die Höhle der Löwen
Not the finish line, but the starting signal
For us, the deal is not the goal, it's the beginning. With Andreas W. Herb on board, we will keep developing IRISgo® with full commitment. Our ambition remains clear: to become the most innovative company for reusable products and to bring Innovation Made in Switzerland back onto the international stage.
Thank you
Thank you to everyone who cheered us on. Before the show, during it and after. Without this community, this journey wouldn't exist.