# S'well: Sarah Kauss (2020)

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2022-09-05
- Length: 1h 04m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-05-swell-sarah-kauss-2020

## Summary

Sarah Kauss, founder of S'well, explains how she left a career in real estate development to launch a sleek, insulated water bottle after a hiking trip with her mother. She details the bootstrapped journey from a $30,000 savings and 3,000 initial bottles made in China to securing major retail partnerships with Crate & Barrel and Starbucks. Kauss also discusses the critical role of brand design, the strategic decision to donate bottles to the TED Conference for influencer visibility, and the legal battles against counterfeiters who copied her logo and product.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-05-swell-sarah-kauss-2020#t=0) Introduction: Sarah Kauss and S'well
- [5:12](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-05-swell-sarah-kauss-2020#t=312) Early Life and Career Path
- [17:09](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-05-swell-sarah-kauss-2020#t=1029) The Hike and Business Idea
- [25:42](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-05-swell-sarah-kauss-2020#t=1542) Prototyping and Initial Production
- [28:33](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-05-swell-sarah-kauss-2020#t=1713) Naming and Branding Strategy
- [31:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-05-swell-sarah-kauss-2020#t=1881) Sales, PR, and the Oprah Effect
- [41:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-05-swell-sarah-kauss-2020#t=2484) Retail Expansion and Trade Shows
- [47:30](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-05-swell-sarah-kauss-2020#t=2850) Counterfeiting and Legal Battles
- [52:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-05-swell-sarah-kauss-2020#t=3174) The Starbucks Pitch and Scaling
- [1:00:27](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-09-05-swell-sarah-kauss-2020#t=3627) Company Culture and Future Outlook

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Intellectual property](https://hardwarepodcasts.com/topic/intellectual-property)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

founders before launch, early-stage companies, companies scaling up

## Mentioned

- S'well (product)
- Ernst and Young (company)
- Harvard Business School (company)
- Crate & Barrel (company)
- Oprah's Magazine (company)
- TED Conference (company)
- Starbucks (company)
- Howard Schultz (other)
- Shonda Rimes (other)
- UNICEF (company)

## Related episodes from other shows

- [Looking on the Starryside with co-founders Liz Seelye & Erin Fasano](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-04-12-looking-on-the-starryside-with-co-founders-liz-seelye-erin-fasano) (The Startup CPG Podcast)
- [Founder Feature: Spencer Hoddeson, Gay Water](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-07-founder-feature-spencer-hoddeson-gay-water) (The Startup CPG Podcast)
- [85 - Kanga Coolers are the coolest! with Austin Maxwell](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-11-23-85-kanga-coolers-are-the-coolest-with-austin-maxwell) (People of Packaging)
- [#118 From Bicycle Beginnings to Global Recognitions with Chlorophyll Water Founder, Matt Levine](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-12-118-from-bicycle-beginnings-to-global-recognitions-with-chlorophyll-water-founde) (The Startup CPG Podcast)
- [346 - Sistine Spritz packaging aesthetic is unreal! w/ founder Kate McLamb and Lauren Alexander](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-04-28-346-sistine-spritz-packaging-aesthetic-is-unreal-w-founder-kate-mclamb-and-laure) (People of Packaging)

## Citing this page

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