# Advice Line with Kip Tindell of The Container Store

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-09-10
- Length: 38m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-10-advice-line-with-kip-tindell-of-the-container-store

## Summary

Guy Raz is joined by Kip Tindell, co-founder of The Container Store, to answer calls from early-stage hardware founders. Juliette Bruce of CoolaWand asks how to build awareness for her reusable cooling wand without ad spend; David Hyam of Hazel Grove Customs seeks advice on scaling his engraved gifts wholesale channel; and Caitlin Kale of Kaomi Sleep wants to turn her viral fitted sheet into a lasting brand. Tindell emphasizes patience, humble growth, and protecting intellectual property.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-10-advice-line-with-kip-tindell-of-the-container-store#t=0) Introduction: Kip Tindell and The Container Store's Legacy
- [9:28](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-10-advice-line-with-kip-tindell-of-the-container-store#t=568) Juliet Bruce and CoolaWand: Marketing a New Product Category
- [20:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-10-advice-line-with-kip-tindell-of-the-container-store#t=1251) David Hyam and Hazel Grove Customs: Scaling Wholesale Channels
- [29:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-10-advice-line-with-kip-tindell-of-the-container-store#t=1791) Caitlin Kale and Kaomi Sleep: From Viral Product to Brand
- [37:03](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-10-advice-line-with-kip-tindell-of-the-container-store#t=2223) Kip Tindell on Patience, Growth, and Retirement

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [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)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

makers and hobbyists, early-stage companies, companies scaling up

## Mentioned

- The Container Store (company)
- CoolaWand (product)
- Hazel Grove Customs (company)
- Kaomi Sleep (company)
- Amazon (company)
- Bedbath and Beyond (company)
- Home Depot (company)
- Etsy (company)
- Sweetwater (company)
- Zappos (company)
- TRX (company)
- 8 sleep (company)
- Calm (company)

## Related episodes from other shows

- [111: Selling & Growing Your Product at Retail Stores](https://hardwarepodcasts.com/podcast/product-startup/2022-01-26-111-selling-growing-your-product-at-retail-stores) (Product Startup)
- [180: Hardware Startup Tips for Non-Technical Founders](https://hardwarepodcasts.com/podcast/product-startup/2023-06-15-180-hardware-startup-tips-for-non-technical-founders) (Product Startup)
- [#232 - 2026 Brand Resolutions](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-20-232-2026-brand-resolutions) (The Startup CPG Podcast)
- [#85 First Hire Series: Culture with Jennifer Yepez-Blundell (+ Tiny Sprouts)](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-04-04-85-first-hire-series-culture-with-jennifer-yepez-blundell-tiny-sprouts) (The Startup CPG Podcast)
- [92: We’ve Hit Our Ceiling](https://hardwarepodcasts.com/podcast/thoroughly-considered/2023-01-12-92-weve-hit-our-ceiling) (Thoroughly Considered)

## Citing this page

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