# Founder Feature - Fane He and Kyle Nguyen of  The Lucky Ox

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-06-20
- Length: 30m
- Episode: 162
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-20-founder-feature-fane-he-and-kyle-nguyen-of-the-lucky-ox
- Listen: https://share.transistor.fm/s/832dca92

## Summary

Fane He and Kyle Nguyen, co-founders of The Lucky Ox, discuss their journey bootstrapping a Vietnamese-inspired beverage brand from concept to 100 wholesale accounts. They detail the challenges of DTC logistics with glass bottles, including breakage and the need for hand-delivery via subway and Uber, and explain their pivot to 12-packs and a new repacker. The founders emphasize their 'streetwear brand that makes drinks' identity, drawing inspiration from Nike and Kith, and their grassroots door-to-door sales strategy in New York City.

## Outline

1. Introduction: The Lucky Ox Brand Story and Origins
2. Product Development: Authentic Vietnamese Flavors and Matcha
3. DTC Logistics Challenges: Glass Bottles, Breakage, and Manual Delivery
4. Sales Strategy: Door-to-Door Hustle and Expanding Beyond Niche
5. Brand Identity: Streetwear Aesthetics and Lifestyle Merch
6. Conclusion: Community Support and Future Growth

## 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)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- The Lucky Ox (product)
- Nike (company)
- Kith (company)
- Amelie on Door (company)
- Ishiki Matcha (company)
- The Spaniard (company)
- Dover Street Market (company)
- Blue Haven Variety Coffee Roasters (company)
- Padmore's Coffee (company)
- Startup CPG (company)
- Daybreak Agency (company)

## Related episodes from other shows

- [259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand) (People of Packaging)
- [Guayakí Yerba Mate: David Karr and Chris Mann](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann) (How I Built This)
- [Xero Shoes: Steven Sashen and Lena Phoenix](https://hardwarepodcasts.com/podcast/how-i-built-this/2023-03-13-xero-shoes-steven-sashen-and-lena-phoenix) (How I Built This)
- [Outdoor Voices: Tyler Haney](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-25-outdoor-voices-tyler-haney) (How I Built This)
- [Dang Foods: Vincent and Andrew Kitirattragarn](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-01-24-dang-foods-vincent-and-andrew-kitirattragarn) (How I Built This)

## Citing this page

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