DTC POD: How The Best Brands Are Built

Scott Dancy is the founder and CEO of Azuna, a fast-growing brand in the natural air freshener space. With a background in staffing, technology, and several entrepreneurial ventures, Scott started Azuna in Buffalo in 2019, scaling the business from hand-packaging orders to becoming the world’s largest purchaser of tea tree oil and achieving significant success in both DTC and Amazon channels.

In this episode of DTC Pod, Scott shares his journey of launching Azuna, from navigating supply chain challenges and product R&D to unlocking consistent growth and managing cash flow as order volumes soared. He covers the pivotal product decisions, strategies for boosting AOV, lessons from high-profile partnerships, and Azuna’s approach to retail expansion. Scott also offers practical advice for founders on knowing their numbers, avoiding expensive mistakes, and building a team that’s invested in the brand’s success.

Episode brought to you by Stord - 3PL for Commerce

Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.

On this episode of DTC Pod, we cover:

Timestamps

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

-----

Want the weekly TL;DR of tips delivered to your mailbox?

Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content

Follow us for content, clips, giveaways, & updates!
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Scott Dancy - CEO & Founder of Azuna
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Graham Rigby is the President and CEO of the American Herbal Products Association (AHPA), the leading trade association for the herbal products industry. With 20 years of experience across startups and industry leadership—including serving as Chief Innovation Officer at Care/of—Graham has helped shape how modern supplement brands navigate regulation, formulation, and go-to-market strategy.

In this episode of DTC Pod, Graham shares what it actually takes to launch and scale a supplement brand without getting burned by regulators. He breaks down exactly where the line is between claims that sell and claims that get you in trouble, why so many founders get blindsided by FDA and FTC enforcement, and how to work with contract manufacturers when you're just starting out. Graham also gets into the real opportunity in supplements right now—why clinical trials cost 90% less than they did two decades ago, how AI is changing the formulation game, and why a $70 billion market growing at 6.5% still has plenty of room for new entrants. Plus, his take on the brands that are doing it right, from AG1 to Ritual, and what founders can learn from their playbooks.

Episode brought to you by Stord - 3PL for Commerce
Episode brought to you by EMF Radar - Health Starts with EMF Safety in mind

Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.

On this episode of DTC Pod, we cover:
1. The evolution and growth of the herbal supplement industry
2. Key regulatory milestones: DSHEA, GMPs, and FDA compliance for supplements
3. What founders must do to stay compliant when launching a supplement brand
4. The distinction between pharmaceuticals, dietary supplements, and nutraceuticals
5. Marketing, claims, and the importance of substantiation
6. Emerging opportunities with clinical trials and claim innovation
7. DTC, Amazon, TikTok, and brick-and-mortar distribution channels for wellness brands
8. The practicalities and risks of supplement retail (and when to scale beyond DTC)
9. Practitioner and non-traditional channels for supplement sales
10. How Ingredient AI, Infinite Garden, and other platforms are applying AI to supplements
11. Content creators, credentialed doctors, and the new face of trusted health advice
12. The role of diagnostics, wearables, and personalization in driving supplement trends
13. Growth outlook: Why the supplement market is just getting started

Timestamps
00:00 Intro to DTC POD and Graham Rigby
02:25 20 years of supplements: Startup vs. regulatory side
03:00 The exponential growth of the herbal products market
04:44 Regulatory basics: DSHEA, FDA oversight, and GMPs explained
07:14 How AHPA helps brands navigate compliance and education
08:03 Launching a supplement brand: Key compliance steps and best practices
10:00 FDA’s post-market regulatory process and founder responsibilities
13:04 Supplements vs. pharmaceuticals: Safety, claims, and approvals
17:32 Telling stories and using clinical research for marketing claims
20:00 What marketers can and cannot say: Health vs. disease claims
22:04 Substantiating claims and the importance of compliance for growth
24:31 Label vs. online claims: How rules apply to different channels
27:02 DTC vs. Amazon, TikTok, and expanding to retail and practitioner channels
30:19 The risks and rewards of brick-and-mortar expansion
35:14 AI and technology’s role in supplement industry efficiency and safety
40:47 The rise of content creators and doctors shaping supplement education
46:34 Diagnostics, wearables, and the future of personalized wellness
51:13 Supplement industry outlook and advice for emerging brands
52:25 How to connect with Graham and AHPA, and upcoming founder programs

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.

Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content

Follow us for content, clips, giveaways, & updates!
DTCPod Instagram
DTCPod Twitter
DTCPod TikTok

Graham Rigby - President & CEO of American Herbal Products Association (AHPA)
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Natalia Chappell is the founder of Natalia Chappell & Co, a UK-based consultancy helping luxury and lifestyle brands scale sustainably. Previously, she led marketing for THG's luxury division, working with brands like Coach and Ralph Lauren across price points from hundreds to thousands of pounds.

In this episode of DTC Pod, Natalia breaks down what it really takes for US brands to win in the UK—and why so many get it wrong. She shares the full-funnel mistakes she sees premium brands make over and over, why some household US names thrived in Britain while others quietly retreated, and what's actually driving results on Meta right now. She also gets into how to connect with younger consumers who think differently about spending, and why the old playbook of polished content isn't cutting it anymore. Plus, her journey from corporate marketing leader to female founder, and what she wishes more people understood about building a business as a woman.

Episode brought to you by Stord

Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.

On this episode of DTC Pod, we cover:
1. Lessons from high-growth UK e-commerce brands 
2. Creating sustainable, holistic marketing strategies
3. Using data and analytics to drive channel mix decisions
4. Optimizing for paid and organic synergy
5. Landing page and website audit best practices
6. UGC, influencer, and creator partnership frameworks
7. Onboarding and managing creators for conversion and brand fit
8. Navigating UK logistics, customs, and local expectations
9. How to adapt brand voice and content for UK consumer
10. UK cultural moments and how to plan campaigns around them
11. Success stories (Drunk Elephant, Ralph Lauren, Coach) and why some US brands flop
12. Digital-first approaches to brand building
13. Upcoming trends—partnership ads, authentic content, and Gen Z consumers
14. Supporting and growing as a female founder in e-commerce

Timestamps
00:00 Introduction to DTC POD and episode with Natalia Chappell
01:18 Natalia’s background: fashion, digital marketing, luxury brand experience
03:26 Lessons learned building luxury and beauty e-commerce teams
05:16 Becoming a female founder and launching Natalia Chappell & Co
07:22 The type and scale of brands Natalia’s agency works with
09:07 Optimizing paid-to-organic mix for sustainable growth
12:12 Data, analytics, and the importance of first-party data integrity
13:33 Why understanding inventory and offer depth matters before scaling ads
16:26 Building a marketing flywheel that feeds itself
18:50 Audience segmentation, CRM, and conversion optimization
20:08 Attribution modeling and keeping data integrations clean
22:29 Organic growth: auditing website, SEO, landing pages, and reviews
24:03 Content strategy: authentic UGC, influencers, and the UK market
26:58 Equipping creators for conversion, not just reach
29:25 Structuring affiliate and creator programs, commissioning vs. flat fees
33:01 Logistics: Warehousing, customs, and UK delivery expectations
36:54 Adapting voice, copy, and calendar to resonate in the UK
38:34 Brand case studies: Drunk Elephant, Coach, Ralph Lauren
41:09 Why some US brands struggle in the UK (Forever 21, etc.)
44:21 Trends to watch: partnership ads, content authenticity, Gen Z targeting
47:25 Where to find and connect with Natalia Chappell

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.

Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content

Follow us for content, clips, giveaways, & updates!

DTCPod Instagram
DTCPod Twitter
DTCPod TikTok

Natalia Chappell - Founder of Natalia Chappell & Co.
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Martin Forde is the co-founder and partner at Highline Brands, a retail brokerage built for modern CPG and emerging brands. As the first sales hire at Dr. Squatch, he helped lead the brand's Walmart launch—which did over $50M in year one and set the foundation for a $1.5B exit to Unilever.

In this episode of DTC Pod, Martin shares the full playbook for making the leap from DTC to retail. He breaks down how to evaluate which channels make sense, what buyers actually care about (hint: it's not your brand), how to pitch them, and how to choose the right brokerage partner. He also gets into the operational side: how deals are structured, why retail timelines take longer than most founders expect, and what actually drives velocity on shelf.

Episode brought to you by Stord

Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.

On this episode of DTC Pod, we cover:
1. When to consider retail (and when you're not ready)
2. Independent retail vs. major retailers: where to start
3. The old DTC-first playbook vs. the new hybrid approach
4. Understanding your consumer and choosing the right retailer
5. What buyers actually care about (hint: category growth, not your brand)
6. Three ways to reach buyers: cold outreach, inbound, or through a broker
7. Why and when to say no to a retailer
8. How brokers work: deal structures, retainers vs. commission, red flags
9. The 9-12 month timeline from first conversation to shelf
10. Merchandising and digital tactics that drive velocity on shelf

Timestamps
00:00 Martin Forde’s background and experience in CPG
03:14 Launching and scaling brands into retail
04:20 Key lessons from Dr. Squatch retail rollout
07:30 Dr. Squatch’s early days and pent-up retail demand
09:39 Defining “why retail” and evaluating retail opportunities
10:38 Understanding independent retail channels and platforms
15:14 Retail supply chain basics: MOQs, case packs, and 3PLs
17:46 Testing and iterating supply chain through small-scale channels
18:56 Leveraging online marketplaces (Faire, Thrive, Bubble)
23:33 Deciding when to break into retail; timing and strategy
24:44 Comparing DTC-first and direct-to-retail playbooks
29:28 Raising capital, prepping for retail, and first retail sale process
30:57 How to approach retail buyers and pitch
34:03 Different ways to reach retail buyers: direct outreach, inbound, brokerages
39:51 Working with brokers: models, deal structures, and choosing a partner
50:29 Preparing retail pitch materials and buyer presentations
51:39 Identifying category white space and incremental value
54:53 Merchandising and digital tactics for retail success
57:06 Where to connect with Martin Forde and closing thoughts

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.

Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content

Follow us for content, clips, giveaways, & updates!

DTCPod Instagram
DTCPod Twitter
DTCPod TikTok

Martin Forde - Co-Founder of Highline Brands
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Oisin O'Connor is the CEO and co-founder of Recharge, the leading subscription management platform powering 75% of all Shopify subscriptions. Under his leadership, Recharge has become a critical infrastructure partner for over 30,000 brands, reaching 100 million subscribers and $100 million ARR.

In this episode of DTC Pod, Oisin pulls back the curtain on what it really takes to win with subscriptions in today’s DTC landscape. He shares insider strategies for subscriber growth, optimizing retention, and leveraging Recharge’s newest AI-powered tools to minimize churn. Oisin also shares specific benchmarks every brand should measure, real-world examples of subscription funnels that convert, and actionable experiments operators can run to unlock long-term profitability and scale.

Episode brought to you by Stord

Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.

On this episode of DTC Pod, we cover:
1. Evolution of subscriptions in physical product e-commerce
2. How to spot and create product-market fit 
3. Differentiators that set Recharge apart from early competitors
4. The compounding power of subscriptions for long-term growth
5. Unit economics, LTV vs CAC, and why retention is king
6. What best-in-class subscription brands do differently
7. Optimizing conversion funnels for subscriber growth
8. Subscription benchmarks: churn rates, retention, and second order metrics
9. Reducing churn with data, cancellation flows, loyalty, and rewards
10. Automations and integrating Recharge with supply chain and 3PL operations
11. Leveraging AI Concierge for customer retention and support
12. Evolving customer experience and the need for seamless subscription management
13. How Recharge guides merchants with data, support, and innovation
14. Experiments and mistakes founders make launching subscription brands

Timestamps
00:00 Oisin’s background, founding story, and early agency experiments
04:06 The rise of Shopify and the breakthrough with Recharge
05:19 The subscription model: initial skepticism and quirky early adopters
06:47 Technical challenges in enabling subscriptions on Shopify
09:00 First major subscription brand success story
10:15 Compounding growth through subscriptions
11:36 Legacy brands and decades-long customer retention
13:06 Building DTC businesses with sustainable unit economics
14:37 Lessons from TV advertising history and the narrowing of scalable models
16:29 Key traits of successful subscription businesses
17:09 Product, recurring need, and conversion strategy
18:27 Understanding subscriber value and optimizing acquisition
19:26 Retention: keeping customers post-acquisition  
19:52 High-performing brands and funnel design
20:05 Subscription by default, offers, upsells, and cross-sells
21:39 Conversion tactics from PDP to post-checkout
22:38 Benchmarks for healthy churn and retention
23:06 How top brands reduce churn and track performance
24:58 Recharge tools: analytics, cancellation flows, Klaviyo integration
26:41 Rewards and automations to boost retention
27:33 Automate flows for backend fulfillment and logistics
28:20 Launching AI SMS concierge for subscriber experience
29:40 Reducing customer service friction and delighting shoppers
32:15 Customer experience as a core differentiator
34:04 The competitive subscription landscape: Recharge’s position
35:41 Product innovation, support, and actionable guidance
37:16 Data-driven product innovation and merchant success
38:04 The future of subscription, retention, and platform innovation
40:38 Biggest mistakes founders make with subscriptions
41:58 Experiments founders should run with Recharge
42:58 Where to connect with Oisin for advice and mentorship

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.

Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content

Follow us for content, clips, giveaways, & updates!

DTCPod Instagram
DTCPod Twitter
DTCPod TikTok

Oisin O'Connor - Co-Founder and CEO of Recharge
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Zeke Bronfman is the co-founder and CEO of The Absorption Company, a brand pioneering highly bioavailable supplements engineered for optimal nutrient absorption. With a background in health and wellness entrepreneurship—including a previous successful beverage exit—Zeke leads a team on a mission to address a major gap in supplement efficacy by focusing on real, measurable impact for consumers.

In this episode of DTC Pod, Zeke details the journey of building The Absorption Company from inception to rapid retail success in outlets like Erewhon. He talks about the science behind absorption, launching with a powerful community-driven strategy, and the importance of brand-led product innovation. Zeke also offers practical advice on supply chain management, leveraging celebrity co-founders, and lessons learned about optimizing e-commerce for long-term growth.

Episode brought to you by Stord

Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.

On this episode of DTC Pod, we cover:
1. The founding story of The Absorption Company
2. Why most supplements fail—and how absorption is the next frontier
3. Creating a viral pre-launch private Instagram community
4. Setting a brand apart with science-backed, lifestyle-driven design
5. Early product development and MVP lessons
6. Direct-to-consumer subscription as a growth engine
7. Amazon, TikTok Shop, and the online channel mix
8. The strategic approach to selective retail partnerships
9. Managing the supply chain: co-packers, fulfillment, and scaling ops
10. How to keep operations simple, resilient, and cost-effective
11. Lessons in traffic acquisition: organic, paid, and influencer mix
12. Celebrity founder advantages, limits, and effective deployment
13. Funding, initial capital requirements, and brand investment
14. Biggest founder learnings and operational takeaways
15. What’s ahead: innovation pipeline and future growth

Timestamps
00:00 Intro to Zeke Bronfman and The Absorption Company
02:44 The absorption problem in supplements
04:40 Why bioavailability is the future of wellness supplements
06:11 Bringing the brand to life: Team, tech, and community-building
07:47 The private Instagram launch strategy and viral pre-sale
09:27 The power of exclusivity and early consumer engagement
11:12 Product MVP and standout branding decisions
13:26 Early sales strategy: DTC, Amazon, retail mix
15:04 Why big-box retail isn’t always the right move
17:57 Scaling DTC: Subscription, platform choices, and LTV
19:04 Driving traffic: Paid, organic, influencer, and celebrity co-founder impact
20:38 TikTok Shop: Affiliate, Live, and what works (and doesn’t)
22:36 Capital, startup costs, and launching with impact
25:32 Building a scalable supply chain and minimizing complexity
27:25 Fulfillment operations and splitting inventory
29:00 Entering boutique/strategic retail as a marketing lever
30:52 Biggest learnings and missteps scaling Absorption Company
33:13 Lessons using celebrity/influencer as a brand amplifier
36:10 What’s next: Upcoming innovations and business growth
36:50 Where to follow Absorption Company

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.

Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content

Follow us for content, clips, giveaways, & updates!

DTCPod Instagram
DTCPod Twitter
DTCPod TikTok

Ezekiel Bronfman - Co-Founder and CEO of The Absorption Company
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Danielle Kidney is the founder of The Creative Pack, a Los Angeles-based agency specializing in packaging design for CPG and DTC brands. With over two decades of experience in the industry—including work with Tesco and a diverse portfolio of well-known consumer brands—Danielle brings a wealth of expertise in every aspect of packaging, from strategy and brand storytelling to materials and production.

In this episode of DTC Pod, Danielle breaks down the behind-the-scenes process of creating packaging that not only looks great but also delivers on function, compliance, and scalability. She covers everything from the earliest stages of design and competitor audits, to the nuances of materials, regulatory requirements, and print production. Danielle shares practical advice on how brands can avoid costly mistakes, streamline their supply chain, and create packaging that stands out both online and on the shelf.

Episode brought to you by Stord

Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.

On this episode of DTC Pod, we cover:
1. The importance of packaging in brand perception and sales
2. Process: From initial idea to production-ready design
3. Building a design brief and establishing project scope
4. Competitive reviews and designing for hierarchy and function
5. Balancing creative innovation with must-have regulatory details
6. Collaborating with clients, manufacturers, and printers
7. Prototyping, mockups, and unboxing experience
8. Print technology, material choices, and cost management
9. Regulatory review, legal claims, and compliance essentials
10. Lead times, timeline planning, and pitfalls of rushing production
11. Early-stage packaging vs. scaling up for retail and DTC
12. Lessons learned: common mistakes and strategic tips
13. Pricing, form factor, and packaging design as sales levers

Timestamps
00:00 Introducing Danielle Kidney & The Creative Pack
05:42 The Creative Pack’s client process: from idea to brief
10:50 Balancing branding vs. functionality for sales and conversion
18:03 Manufacturing realities: materials, dielines, and cost constraints
24:39 Colors, mockups, and bringing digital designs to life
26:22 Real-world costs of packaging mistakes and risk mitigation
29:27 Regulatory musts: nutrition facts, barcodes, legal pitfalls
35:10 Realistic timelines for packaging launches and scale
40:33 Strategies for startups vs. brands scaling up
43:23 Lessons learned and tips for optimizing packaging decisions
50:20 Where to connect with Danielle and The Creative Pack

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.

Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content

Follow us for content, clips, giveaways, & updates!

DTCPod Instagram
DTCPod Twitter
DTCPod TikTok

Danielle Kidney - Founder of The Creative Pack
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Meenakshi Lala is the CEO of UrbanStems, an online floral gifting company that designs, sources, and delivers high-quality, curated bouquets and gifts across the U.S. She brings over two decades of operational experience from leading brands in fashion and retail such as Alice + Olivia, Juicy Couture, and Elie Tahari. Her expertise in scaling complex businesses and building operational excellence now fuels UrbanStems’ growth as a leader in the industry.

In this episode of DTC Pod, Blaine and Meenakshi explore the complex world of DTC flower delivery: from sourcing stems globally, managing cold chain logistics, forecasting inventory, and reducing spoilage, to ensuring the end customer receives a high-quality bouquet every time. Meenakshi candidly discusses the challenges of seasonality, tariffs, international shipping, and why a robust brand and customer-centric approach are keys to thriving in today’s fast-moving e-commerce landscape.

Episode brought to you by Stord

Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.

On this episode of DTC Pod, we cover:
1. The complexities of the floral industry and perishability
2. The evolution of e-commerce in the flower business
3. Building a robust and agile international supply chain
4. Cold chain logistics and fulfillment center operations
5. Planning, forecasting, and reducing spoilage in inventory
6. Unique challenges: tariffs, customs, and unpredictable events
7. Customer experience: packaging, instructions, and communications
8. Curation, personalization, and expanding gifting moments
9. Driving growth through brand, loyalty, and education
10. Lessons learned in leadership and staying agile

Timestamps
00:00 Meenakshi’s career journey and joining UrbanStems
04:49 Key learnings from legacy brands and focus on brand ethos
07:21 Operational challenges unique to the floral industry
11:00 The evolution of flowers in e-commerce and UrbanStems’ role
14:28 How Urban Stems’ supply chain is structured for freshness
16:37 International sourcing, design, and bouquet assembly process
18:27 Managing supply chain risks: tariffs and customs
21:45 Inventory planning, spoilage, and matching supply to demand
24:45 Supply chain as a business moat and high-precision operation
25:36 Customer fulfillment: hydration, packaging, and experience
28:34 Packaging complexities and spec sheets per SKU
30:08 Lessons from moving from COO to CEO
32:19 How operational expertise shapes strategic leadership
34:17 Customer feedback and new initiatives at UrbanStems
38:02 Growth channels: brand loyalty, curation, and gifting moments
41:58 Biggest CEO learnings and future outlook
43:51 Where to find Meenakshi and UrbanStems online

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.

Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content

Follow us for content, clips, giveaways, & updates!

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Meenakshi Lala - CEO at UrbanStems
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Natan Bershtel is the Director of Business Development at Pelagic, a fractional supply chain partner for growing brands and CPG companies. Before Pelagic, Natan spent nearly 20 years as a public school teacher before joining and eventually running his family’s contract packaging business—where he worked with iconic names like Seed, Liquid IV, Celsius, and Element. After his company’s exit, Natan teamed up with John Morgan to help brands avoid common operational pitfalls and build supply chains that scale.

In this episode of DTC Pod, Natan breaks down what it takes to build a resilient supply chain at every stage of brand growth. He shares practical strategies to avoid common pitfalls, tips on sourcing the right partners, and insights on how successful brands approach manufacturing, fulfillment, and logistics. Natan also highlights why supply chain is core to a brand’s success and how founders can create real competitive advantages by making supply chain decisions based on quality, relationships, and flexibility.

Episode brought to you by Stord

Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.

On this episode of DTC Pod, we cover:
1. Importance of supply chain in DTC and omnichannel brands
2. Key players: sourcing, manufacturing, co-packers, 3PLs, and fulfillment
3. Differences in supply chain needs for emerging vs. established brands
4. Supply chain pitfalls and how to avoid them
5. Vetting, relationship-building, and collaboration with your supply chain partners
6. Overlooked areas of supply chain where founders lose time/money
7. How to approach minimum order quantities and negotiations
8. When to outsource fulfillment vs. doing it yourself
9. Logistics of manufacturing, packaging, and distribution
10. The impact of scale on supply chain decisions
11. Using data and timelines to make faster, smarter choices
12. Leveraging agency and partner networks for supply chain speed
13. Why in-person vendor relationships are crucial
14. How truly great supply chains build brand moats

Timestamps
00:00 Intro and the state of supply chain in DTC
01:40 Natan Bershtel’s background and path to Pelagic
02:24 Lessons from growing a contract packaging family business
04:11 Why supply chain is the backbone of every brand
05:28 The role of execution vs. creative vision in CPG
07:09 How to find and vet the best manufacturing/packaging partners
11:15 The agency advantage: getting reps and sharing supply chain intel
12:41 Core players in bringing a product to market
15:04 Aligning supply chain strategy with brand vision and goals
16:56 Two playbooks for scaling: bootstrap profit vs. capital-intensive growth
19:48 Timelines—how to ask supply partners the right questions
21:41 How and when to ask for what you need from partners
26:32 End-to-end product launch: manufacturing, packaging, and fulfillment
28:42 When to move fulfillment to a 3PL (and when to keep it in-house)
33:15 Tech and process innovation at leading 3PLs
35:14 Strategic decisions: packaging, location, and unit economics
38:58 Challenging assumptions and reviewing supply chain regularly
42:08 Supply chain as brand moat and advantage
44:13 Final tips: Always go in-person and build real relationships

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.

Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content

Follow us for content, clips, giveaways, & updates!

DTCPod Instagram
DTCPod Twitter
DTCPod TikTok

Natan Bershtel - Director of Business Development at Pelagic
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Brent Vartan is Managing Partner and Co-Founder at Bullish, a unique hybrid combining a branding agency and a consumer-focused venture fund. With decades of experience in brand strategy, Brent and his team have been early investors and builders behind some of the most iconic DTC and consumer brands of the past decade, including Peloton, Warby Parker, Casper, Harry's, Hu, Bubble, and more.

In this episode of DTC Pod, Brent shares his perspective on what it takes to build generational consumer brands from the earliest stages. He discusses Bullish's hands-on investment approach, the importance of brand strategy as a growth mechanism, and what differentiates brands that become household names. Brent also breaks down real playbooks from companies like Sunday Lawn and Nom Nom, providing founders concrete advice on what it takes to build brands worth talking about—and worth buying.

Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.

On this episode of DTC Pod, we cover:
1. Bullish’s hybrid brand agency and VC model
2. What it means to invest as “first money” and why it matters
3. The difference between building a business and building a brand
4. Why customer lifetime value (CLV) trumps CAC and COGS
5. Product-market fit: moving from awareness to lifetime value
6. How Bullish supports brands like Harry’s and Nom Nom in their earliest days
7. Tactical advice for founders on capital raising and allocation
8. Building brands for acquisition vs. IPO
9. The playbook for becoming an acquisition target (what buyers actually want)
10. The underrated power of innovation and product launches
11. The role of cultural relevance in DTC brand building
12. Real-world examples from Sunday Lawn, Peloton, Bubble Beauty, and more
13. How great DTC brands focus on AOV, CLV, and brand loyalty
14. Pitfalls to avoid around capital structure and loss of momentum

Timestamps
00:00 Introducing Brent Vartan and Bullish
03:49 Bullish’s track record and notable investments
05:22 What makes Bullish different
10:10 Investing as “first money,” how Bullish evaluates concepts
13:19 Patterns Bullish looks for in breakout DTC brands
16:09 Deep dive: Sunday Lawn’s growth and strategy
18:36 Positioning Harry’s and building a hundred-year business
21:04 Timelines, capital, and operational realities for breakout brands
23:37 Building for acquisition vs. IPO: how strategies diverge
28:57 What buyers are really seeking in DTC acquisitions
31:47 Nom Nom’s Mars acquisition and the power of niche audiences
33:59 The importance of cultural relevance and taking creative “shots”
35:32 Bubble Beauty: case study in innovation and customer engagement
38:27 Finding the right capital structure and maintaining founder equity
41:06 The risks of stalling momentum and overplanning
43:33 Where to allocate raised capital: innovation vs. marketing
46:20 Where to find Bullish, Brent’s socials, and their newsletter

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.

Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content

Follow us for content, clips, giveaways, & updates!

DTCPod Instagram
DTCPod Twitter
DTCPod TikTok

Brent Vartan - Managing Partner & Co-Founder of Bullish
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic