# Crate & Barrel: Gordon Segal (2017)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2019-11-18
- Length: 30m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-18-crate-barrel-gordon-segal-2017

## Summary

Gordon Segal, co-founder of Crate & Barrel, explains how he and his wife Carol launched the housewares retailer in 1962 with $17,000 by sourcing Scandinavian and European goods directly from factories. He details the early struggles of mispricing inventory, the strategic decision to avoid outside investors until 1998 to maintain control, and the eventual partnership with the Otto Group to scale the business and enter e-commerce. The episode also features Ashlin Cook, who founded Winnie Lou, a healthy dog treat brand, starting with a food truck in Colorado before expanding to retail.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-18-crate-barrel-gordon-segal-2017#t=0) Introduction: Gordon Segal and the Origins of Crate & Barrel
- [2:22](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-18-crate-barrel-gordon-segal-2017#t=142) Funding the First Store and Sourcing European Goods
- [7:47](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-18-crate-barrel-gordon-segal-2017#t=467) Opening Day Chaos and Early Pricing Mistakes
- [13:40](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-18-crate-barrel-gordon-segal-2017#t=820) Cultural Shifts and the Decision to Expand
- [19:26](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-18-crate-barrel-gordon-segal-2017#t=1166) Scaling Strategy and the Otto Partnership
- [26:37](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-18-crate-barrel-gordon-segal-2017#t=1597) Postscript: Ashlin Cook and Winnie Lou Dog Treats

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

founders before launch, companies scaling up, large enterprises

## Mentioned

- Winnie Lou (company)
- U.S. Bank (company)
- Otto Group (company)
- IKEA (company)
- Amazon (company)
- Wayfair (company)
- NCR (product)

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