In a world obsessed with the latest gadgets, a young entrepreneur has found remarkable success by looking backwards. Cat Goetze has built a thriving business by transforming vintage landline phones into modern Bluetooth devices, tapping into a growing desire to disconnect from constant smartphone use.
From Personal Nostalgia to a Business Idea
Two years ago, Cat Goetze, in her 20s, felt a strong urge to step back from her smartphone. She yearned for a simpler, more low-tech way to communicate. Her mind drifted to the charm of old landline phones, complete with coiled cords you could twirl while chatting with friends. However, she quickly realised installing a traditional landline meant getting a new number and paying for a separate phone line.
Instead of giving up, Goetze decided to get creative. She thrifted a cute, pink landline phone and modified it to be Bluetooth compatible. "I literally just hijacked a landline phone and made it Bluetooth compatible," she told CNBC Make It. This personalised device became a beloved conversation starter in her home.
The Unexpected Tsunami of Orders
In July 2025, Goetze shared her custom creation online to gauge interest. The response was instantaneous and overwhelming. Hundreds of comments poured in, with people expressing a strong desire to own one themselves. Sensing an opportunity, she launched an online shop for pre-orders, expecting perhaps 15 to 20 sales she could fulfill herself from home.
The reality was staggering. Her venture, named Physical Phones, received $120,000 worth of orders in just three days, according to documents reviewed by CNBC Make It. To manage the demand, she partnered with an electronics manufacturer. By the end of October 2025, the business had sold over 3,000 units, generating an impressive $280,000 in sales in just three months.
"It literally felt like we had captured lightning in a bottle," Goetze remarked about the explosive launch.
How Physical Phones Work
The first batches of Physical Phones are scheduled to ship in December 2025. These devices bridge the gap between retro design and modern technology. They connect to both Android and iPhone smartphones via Bluetooth.
When someone calls your mobile number, the landline device rings. This includes calls from standard networks as well as video calls from popular apps like WhatsApp, FaceTime, Instagram, and Snapchat. To make outgoing calls, users can either dial the number directly on the landline's keypad or simply press the asterisk (*) button to activate their smartphone's voice assistant and command it to call a contact by name.
Physical Phones currently offers five different styles, with prices ranging from $90 to $110. Goetze's journey from a personal project to a six-figure business highlights a significant market trend: the search for intentional, less intrusive ways to stay connected in a hyper-digital age.
