# Advice Line with Seth Berkowitz of Insomnia Cookies

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-10-22
- Length: 39m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-10-22-advice-line-with-seth-berkowitz-of-insomnia-cookies

## Summary

Seth Berkowitz, founder and CEO of Insomnia Cookies, advises three callers on scaling physical product businesses. He discusses Insomnia's strategy of owning and operating stores to maintain quality and control innovation, aiming for 1,800 locations without franchising. He advises Kahindo's Kohindo Matene to focus on her best-selling special occasion wear and smaller boutiques rather than broad digital ads, and suggests Sauna Societé's Tara Gilman leverage in-person education and B2B spa partnerships to overcome the 'education gap' for sauna hats. Finally, he counsels Desden's Carol Deshaun to target the end-user student for cultural relevance while managing 90 university licenses.

## Chapters

- [0:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-10-22-advice-line-with-seth-berkowitz-of-insomnia-cookies#t=7) Introduction: Seth Berkowitz and Insomnia Cookies' Growth Strategy
- [6:47](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-10-22-advice-line-with-seth-berkowitz-of-insomnia-cookies#t=407) Kahindo: Pivoting from Wholesale to Direct-to-Consumer Special Occasion Wear
- [16:56](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-10-22-advice-line-with-seth-berkowitz-of-insomnia-cookies#t=1016) Sauna Societé: Overcoming the Education Gap for Premium Sauna Hats
- [28:41](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-10-22-advice-line-with-seth-berkowitz-of-insomnia-cookies#t=1721) Desden: Marketing Clear Stadium Bags to Students vs. Gift-Givers
- [36:59](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-10-22-advice-line-with-seth-berkowitz-of-insomnia-cookies#t=2219) Seth Berkowitz's Advice for Early-Stage Founders

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- Insomnia Cookies (company)
- Kahindo (company)
- Sauna Societé (company)
- Desden (company)
- Anthropologie (company)
- Rent the Runway (company)
- Nordstrom (company)
- Bloomingdale's (company)
- Cleopatra dress (product)
- Hadiza dress (product)
- Ada tunic (product)
- Egypt pants (product)
- Clear stadium bags (product)

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## Citing this page

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