# Boxed: Chieh Huang

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2021-02-22
- Length: 1h 28m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-22-boxed-chieh-huang

## Summary

Chieh Huang, co-founder of Boxed, recounts his journey from a law firm to founding the mobile gaming company Astro Ape, which was acquired by Zinga, and then launching Boxed, a mobile bulk-retailer. He details the early struggles of operating out of his New Jersey garage, securing CPG partnerships, and the pivotal moment when a feature on the Today Show drove massive order volume. Huang also discusses Boxed's business model, including its private label Prince & Spring, handwritten customer notes, and the transition to automated fulfillment centers.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-22-boxed-chieh-huang#t=0) Introduction: Chieh Huang and Boxed
- [5:32](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-22-boxed-chieh-huang#t=332) Early Life, Law School, and Astro Ape
- [20:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-22-boxed-chieh-huang#t=1201) The Astro Ape Exit and Zinga Acquisition
- [45:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-22-boxed-chieh-huang#t=2706) Ideating Boxed and Garage Operations
- [59:09](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-22-boxed-chieh-huang#t=3549) The Today Show Breakthrough and Scaling
- [1:03:23](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-22-boxed-chieh-huang#t=3803) Business Model, Private Label, and Automation
- [1:21:26](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-22-boxed-chieh-huang#t=4886) Company Culture, Employee Benefits, and Future

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)

## Most relevant to

founders before launch, companies scaling up

## Mentioned

- Boxed (company)
- Astro Ape (company)
- Zinga (company)
- Prince & Spring (product)
- Office Heroes (product)
- Amazon (company)
- Costco (company)
- Today Show (other)

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- [037: Launching a Minecraft-Inspired Product with Ruth Stone of Boxhead Crafts](https://hardwarepodcasts.com/podcast/product-startup/2017-01-24-037-launching-a-minecraft-inspired-product-with-ruth-stone-of-boxhead-crafts) (Product Startup)
- [46 - Richie Stapler, Co Founder at Pura](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-01-19-46-richie-stapler-co-founder-at-pura) (People of Packaging)
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- [#67 Leveraging Mondelēz International's CoLab Program to Grow Bunny James Boxes](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-11-01-67-leveraging-mondelez-internationals-colab-program-to-grow-bunny-james-boxes) (The Startup CPG Podcast)

## Citing this page

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