Deal with Ralf Dümmel – what's next for Aerostiletto after DHDL

Developed in the garage, pitched on DHDL: Jessica Pallentin presents Aerostiletto in a pitch battle – and is now negotiating the market launch with Ralf Dümmel.

Pain subsides – thought founder Jessica Pallentin when she saw rows of high heels being swapped for flats at a wedding. This sparked the idea for Aerostiletto: self-adhesive comfort pads designed to make high heels wearable. In the first episode of the new season of "Die Höhle der Löwen" (The Lion's Den), she pitched her idea against another shoe startup in a new pitch format and ultimately secured a deal.

Gründerszene asked what the trick is for a confident pitch, how the founder felt when Frank Thelen said the patches were ugly – and what's next for Aerostiletto.

New to the current season is the Startup Pitch Battle. Two teams of startups compete against each other in 60 seconds – only one advances and is even allowed to pitch for investment. This time, the competition is between Aerostiletto and Zoltra Sports (formerly Zoltra Grip), a startup for non-slip insoles.

Both products aim to make wearing shoes more comfortable. One in everyday life, the other on the soccer field. Jessica Pallentin pitches confidently and flawlessly: Aerostiletto is a true market innovation, an unobtrusive pad that is attached to the outside of the high heel to slightly raise the forefoot. This reduces the inclination and thus the strain on the ball of the foot. And with success: The jury lets her continue.

Jessica tells the lions her story: The idea was born at the aforementioned wedding, and the first prototype was built from an old rubber mat with her grandfather in the garage. Today, the tinkering project has become a well-thought-out product. The pads cost €12.99 per pair and are available in black and beige. Production costs are just €1.10.

The founder is no stranger to the industry: She works as a manager at Rituals, previously spent ten years at Aldi Süd, and completed a dual degree in business administration, specializing in controlling. Now she plans to launch her startup part-time. Investor Carsten Maschmeyer follows up: "I'm not investing in the product, but in you. But I also want you 100 percent, so full-time."

While Jessica demonstrates the pad on a high heel, the lions express varying degrees of confidence. Frank Thelen says, "I don't think it looks good." Judith Williams counters, "In the long run, it makes a difference." She, too, offers a deal—as do Ralf Dümmel and Janna Ensthaler.

The latter doesn't just focus on numbers, but also on emotions: "You couldn't do it alone. My team knows exactly how to market it." And he recognizes himself in Jessica: "Your story touched me. You started in the garage, just like we did back then."

After a brief phone call with her partner, Jessica chooses Dümmel. A warm hug follows – and a jumping investor. The deal, as requested by the founder: 60,000 euros for 25 percent of the company's shares.

With the investment, Jessica plans to bring her pads to market nationwide – online, in brick-and-mortar stores, and at major drugstore chains. And according to the investor, this isn't an unrealistic goal. Ralf Dümmel commented after the show: "I think the product is wonderful – a brilliant idea for anyone who likes to wear high heels. I was particularly touched by her founder's story, that her first steps began in a garage – just like our group of companies."

Gründerszene: A memorable moment: Frank Thelen said the patches were "ugly." How did you feel at that moment—and how did you deal with it?

Jessica Pallentin : Of course, it's a shock at first when someone describes their product that way, after all, so much heart, time, and passion goes into it. But I quickly realized: taste is subjective. When women tell me that they can finally wear high heels again thanks to the pads, that's the greatest validation for me.

What is your most important tip for other founders for a successful pitch?

Good preparation is key. Prepare as if you were investing yourself. Ask yourself: What facts and arguments would convince me if my own money were on the line? At the same time, don't underestimate the impact of the environment – ​​excitement, adrenaline, and nervousness are guaranteed. That's why it's worth using every minute beforehand to present yourself confidently and poised. Leaving nothing to chance gives you the calm and self-confidence to impress, even under pressure.

Did a deal with Ralf Dümmel actually come about after the show – or did it fall through later?

I'm in close contact with the entire team, and we're discussing the strategic direction and next steps. Negotiations are currently ongoing.

What are the next steps for Aerostiletto – short and long term?

Aerostiletto aims to become a top-of-mind product that's indispensable for high heels – everywhere in the world. There's still enormous potential and many areas for improvement when it comes to high heels, feet, and wellbeing. I have many ideas I'd like to implement, but the current focus is on high heel pads.