the_wonda

zulily

Hey Andy, how did you resist the urge to sell Bonobos brand in 3rd party retail in the first year or two? Balancing the need for upfront cash from retail deals and the ability to control the consumer experience is difficult. I am facing this struggle right now with my brand as we break into the market.

As a former NYC based finance guy that was in the core of your market demo, I vividly remember getting turned on to Bonobos' pants when you guys first launched and buying my first pair. It was awesome to see someone come at a market that seemed saturated (at first glance) with a product that people were really asking for (well-fitting men's pants that were affordable but had style) and crush it.

There aren't too many people that have done that successfully. Bonobos, Warby Parker and Method soaps come to mind. For you guys, how did you establish a core following at the beginning? Did you actively target NY professionals or was it more broad? Do you think that the myriad of options of targeting through the internet enables or distracts from creating a successful brand?

In other words, don't let your distribution model add fat to the price?

So our founders, early employees and most importantly our customers need to be our street team at the beginning. Brute force does indeed work, especially when you have a cluster of people applying it. The key is, as you say, having an incredible product that customers can then spread the word about.

I am trying to apply what you and others have done (and our own spin, of course) to nutritional supplements. Expect a follow up!