How I Built This · 16 Oct 2023 · 1h 03m
Brothers Jamie and Lyndon Cormack, founders of Herschel Supply Co., explain how they identified a gap for stylish, simplified travel goods and bootstrapped their company from 2009. They reverse-engineered competitors by ripping apart bags, found a Chinese manufacturer through Google, and launched at the 2010 Agenda trade show in New York, securing early orders from retailers like Urban Outfitters and Nordstrom. The brothers discuss scaling from a two-person team to a global brand, navigating the financial risks of large initial production runs, and pivoting to 95% sustainable materials during the COVID-19 pandemic.
companies scaling up
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Tom Gerhardt and Dan Provost of Studio Neat discuss the design and manufacturing of the ATP Chicken Hat, detailing the challenges of sourcing fabric and finding a 'cut and sew' supplier. They also announce the Studio Neat Starter Kit gift box and share their long-term reviews of past product recommendations, including James Brand knives, Sage coffee machines, and Patagonia apparel.
Simon Solis-Cohen, founder of Huxley, explains how he launched a plant-powered energy drink in just 130 days, leveraging his background in culinary arts and wine marketing to prioritize real fruit juice and upcycled cascara. He details the rapid formulation process with a local co-packer, the strategic importance of national park-inspired branding, and securing early retail partnerships with UNFI, Lululemon, and Misfits Market. Solis discusses his 'slow growth' strategy, focusing on the Minneapolis market and targeting demographics like Gen Z and 'Diet Coke moms' while maintaining high sustainability standards through 1% for the Planet and plastic-free packaging.
Saloni Doshi, CEO of Ecoenclose, explains how she and her husband Kyle acquired the small sustainable packaging company from its founder, Aaron Kimmett, and scaled it from four employees to 65. Doshi details Ecoenclose’s business model of combining on-site manufacturing with rigorous supplier collaboration to improve material circularity, specifically targeting issues like recycled content in adhesives and polymailers. She discusses the company's strategic shift from reactive pandemic-era survival to proactive growth, emphasizing their commitment to domestic supply chains and educating brands on true sustainability versus greenwashing.
Theo Richardson, Alex Williams, and Charles Brill, co-founders of the Brooklyn design studio Rich Brilliant Willing, discuss their journey from RISD graduates to running a furniture and lighting company. They explain how the 2008 financial crisis pushed them to bypass traditional licensing models and instead design and manufacture their own products, such as the XL Perch and Delta Fabric lamp series, to maintain speed and control. The founders detail their collaborative process, the shift from seasonal trade show launches to a more continuous product release strategy, and the challenges of maintaining their creative partnership while scaling the business.
Elyse Daniels, founder of Exodus Wear, explains how she turned a niche idea for fully customizable senior jackets into a multi-million dollar business by rejecting online customization tools in favor of hand-drawn student designs. She details her bootstrapped journey from a $6,000 investment to scaling production, emphasizing the critical importance of maintaining a diverse network of manufacturers in China to mitigate risk and negotiate better terms. Daniels also shares her sales strategy, which relies on aggressive cold calling and a premium pricing model that avoids discounting to preserve brand value and customer loyalty.
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