# 46 - Richie Stapler, Co Founder at Pura

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2021-01-19
- Length: 36m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2021-01-19-46-richie-stapler-co-founder-at-pura
- Listen: https://encase.substack.com/p/46-richie-stapler-co-founder-at-pura-69d

## Summary

Richie Stapler, Co-Founder of Pura, explains how his company disrupted the smart home fragrance market by creating a partner marketplace for luxury brands like Disney, James Harden, and Abbott. He details the packaging engineering challenges, specifically designing a telescoping box to fit flat-rate mailers to control shipping costs and standardizing dyelines for partner cartridges. Stapler highlights the operational pain point of applying shrink-sleeve labels to small, concentrated refills, which often resulted in crooked application and brand damage in retail environments.

## Chapters

- [0:10](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-01-19-46-richie-stapler-co-founder-at-pura#t=10) Introduction: Richie Stapler and Pura's Origin Story
- [3:52](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-01-19-46-richie-stapler-co-founder-at-pura#t=232) Pura's Smart Diffuser and Partner Marketplace Model
- [15:16](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-01-19-46-richie-stapler-co-founder-at-pura#t=916) Packaging Design: Telescoping Boxes and Flat-Rate Shipping
- [22:01](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-01-19-46-richie-stapler-co-founder-at-pura#t=1321) Standardizing Dyelines for Partner Brand Cartridges
- [29:49](https://hardwarepodcasts.com/podcast/people-of-packaging/2021-01-19-46-richie-stapler-co-founder-at-pura#t=1789) The Pain Point: Crooked Shrink-Sleeve Labels on Small Refills

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies

## Mentioned

- Pura (company)
- Disney (company)
- James Harden (other)
- Abbott (company)
- Sephora (company)
- Ulta (company)
- Nieman Marcus (company)
- Target (company)
- Costco (company)
- Process Agency (company)
- Glade (product)
- Febreze (product)
- Air Wick (product)
- Bath & Body Works (company)
- Gucci (company)
- Dolce Gabbana (company)
- Tom Ford (company)

## Related episodes from other shows

- [8: Packaging](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-01-28-8-packaging) (Thoroughly Considered)
- [Boxed: Chieh Huang](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-22-boxed-chieh-huang) (How I Built This)
- [#258 - How Dossier Disrupted the Fragrance Industry](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-07-21-258-how-dossier-disrupted-the-fragrance-industry) (The Startup CPG Podcast)
- [79: An Ever-Widening Funnel](https://hardwarepodcasts.com/podcast/thoroughly-considered/2022-04-21-79-an-ever-widening-funnel) (Thoroughly Considered)
- [#260 - Packaging Changes as you Grow with Evie's Snacks and Belmark](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-04-260-packaging-changes-as-you-grow-with-evies-snacks-and-belmark) (The Startup CPG Podcast)

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