Women's pain relief firm targets Europe

SARASOTA — Ziivaa, a firm behind a line of products designed to relieve pain connected to menstrual cramps, has expanded its sales network to the Netherlands.

The Ziivaa belt, a non-invasive, drug-free device that uses adjustable compression technology to control and eliminate menstrual cramps, will be available through a distribution partnership with Women-CareB.V., according to a release. The expansion, says the firm, pronounced “zeeva,” will put the product in front of millions of women who are suffering from menstrual cramp pain. The product made its European debut at a trade show held in the Netherlands in late November.

“We are excited to have our first European distributor on board,” Ziivaa CEO Kristen Nichols says in the statement. “They have hit the ground running and already are receiving positive feedback and coverage on various website and TV shows in the Netherlands.”

Sarasota chiropractor Stephen Lee created the concept for the patent-protected product in 2007. Lee and Sarasota-based product design firm Robrady launched a partnership to design the Ziivaa belt in 2008.