“I have a graveyard under my desk of all the pumps I tried that didn’t work, and maybe it’s a craze when you’re a mum, but I was like, ‘no one’s going to help me, so I’ll just help myself’.”
Houtsmuller gave birth to her daughter in December 2024 and launched Breastfriend in July 2025.
The Breasties have hospital-strength suction, a built-in night light for overnight pumping, and 12 different flange sizes. Photo / Kaitlyn Morrell
She said research for the business started when she was six weeks postpartum.
Houtsmuller said she made it her purpose to find a solution.
“We never had a reason as to why she wouldn’t latch; we couldn’t get her to breastfeed, so I felt like I had failed.
“I never intended for this to happen, but it kind of just organically did because I was like, well, if no one’s doing it, I will.”
Her company focuses on inclusive sizing, practical design features and direct customer support – areas she said were lacking in her own experience.
“I felt there was a disjointment between mums who needed support during a time in their lives where everything’s changing, it’s all new.”
Marie-Claire Houtsmuller founder of Breastfriend. Photo / Kaitlyn Morrell
The product, called The Breasties, includes features such as hospital-strength suction, a built-in night light for overnight pumping, and 12 different flange sizes.
“It can be something that can complement your breastfeeding journey, but I most definitely don’t think it’s a necessity, at least not for most.”
Houtsmuller said it was the “most inclusive” breast pump in Australia and New Zealand, and potentially one of the most adaptable pumps globally.
The Breasties are sold as a double pump at the price of a single wearable pump, paired with a storage and transport case, as well as a purpose-built nipple ruler.
“It’s given exclusively pumping mums a place now.”
The business launched with an initial run of 120 units, which sold out in about two months and left the company without stock for three weeks.
Marie-Claire Houtsmuller gave birth to her daughter in December 2024 and launched Breastfriend in July 2025.
A second shipment of 200 units followed, but those were also sold within three months, and by late January 2025, they were out of stock again.
“I pride myself on making sure that it works for everyone as best as it can and supporting them through it if things don’t work,” Houtsmuller said.
“It’s not support that you would get elsewhere, and I know that because I was in that situation.”
She said the business was still growing and “steadily so” despite being a one-woman band.
“I really and truly hope to be my customer’s Breastfriend, even if it’s only for a short period of time in their motherhood journey.”
Kaitlyn Morrell is a journalist for the Bay of Plenty Times and Rotorua Daily Post. She has lived in the region for several years and studied journalism at Massey University.