Curious about how a simple idea can evolve into a thriving brand?
In this episode of the Uncommon Brands podcast, Parker Nash sits down with Lili Yeo, the co-founder and CEO of Guomi Kids, a brand that’s redefining organic clothing essentials for little ones. From humble beginnings making baby mittens with a friend to navigating wholesale and trade shows, Lili shares her rollercoaster journey of scaling a business and turning a Shark Tank feature into a growth spurt.
Discover how Lili navigated the early hurdles of direct-to-consumer sales, pivoted to wholesale, and tackled the challenges of scaling through trade shows. Dive into her insights on understanding consumer behavior, adapting to different generational preferences, and the twists and turns of managing growth, including the ever-changing dynamics of platforms like Amazon.
Lili’s story is a blend of innovation, persistence, and playful problem-solving, wrapped up with a commitment to sustainable growth and staying true to customer needs.
Ready to hear the full story? Tune in now.
What was covered:
- Lili Yeo’s journey from starting Guomi Kids with baby mittens at her kitchen table
- The critical role of understanding consumer behavior in product development
- Challenges and shifts from direct-to-consumer sales to wholesale and trade shows
- Strategies for effective distribution and adapting to generational preferences
- Overcoming obstacles with platforms like Amazon and managing digital marketing changes
- Rapid growth following a Shark Tank feature and expansion into multiple product categories
- Ongoing challenges with inventory management and fulfillment
- Commitment to core customer-focused principles and sustainable growth through partnerships
Lili Yeo Links:
What is Uncommon Brands?
How do you build a DTC brand that breaks out in a noisy world?
The Uncommon Brands podcast interviews founders of fast-growing DTC, e-commerce, and consumer product brands with unique products and marketing strategies. In each episode, we dive into how these stand out brands built their business by going against the grain.
This podcast is for any DTC brand founder, entrepreneur, and executive looking to build a stand out brand.
Host Parker Nash spent more than a decade working at Nike where he learned first-hand how one of the greatest brands in the world develops product and marketing that turns customers into raving fans.