About Us

How It All Began

The very first seed planted in my subconscious was a skid control course, attended mostly by women. One of the instructor’s key questions was:

“How do you react in an emergency situation, like a sudden change of direction or harsh braking?”

Almost everyone answered in unison:
“I grab my handbag.”

The instructor, visibly shocked, asked:
“And where is it?”

The women replied:
“Next to me, on the passenger seat.”

Growing more and more confused, the instructor asked:
“And why???”

The answer:
“So it doesn’t fall off the seat and everything goes everywhere…!!!”

At this point, the instructor was practically in a coma:
“What about the steering wheel, the brakes…??!!!”

The students were met with complete incomprehension from the instructor, because no man truly understands that a woman and her handbag are inseparable—and that its contents sometimes rank even higher than her own safety.

After many fallen handbags and their scattered contents, I decided to treat myself to a birthday wish: to focus more on driving than on my bag, and to get a proper car seat… for my beloved partner (and no, it’s not my husband…).

The organisers available for the front seat (meant for a handbag and all the essentials I like to keep within reach) just didn’t work. They weren’t the right size (most are designed for laptops), weren’t practical (I simply wanted to drop my open handbag in), and—quite honestly—the options available didn’t match my taste or my better half’s. (Seriously :-))
 

After a quick market check, I realised I wasn’t alone… We women drivers :-) all have our handbags, we love them, and we suffer when they fall!

And now you’d expect a whirlwind of business activity to begin… but quite the opposite—what followed was a lot of fun! A wave of creativity swept in, driven by many of my beloveds (not just handbags)… Everyone involved—especially my family and friends—have been enjoying the whole concept so far. We go by a motto that may not be straight out of a grammar book, but it is a golden classic in our family:

“Meine Tasche sitzt sehr gut” (“My handbag sits perfectly")

And exactly one year later, Friendi is up and running and your handbag can now sit safely in your car too.

The first truly Czech-made (yes, we produce locally) organiser for the front seat—one that keeps your handbag secure, your hands on the wheel, and your attention on the road.

Hold the wheel, not a handbag!