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Making Backyard Dreams a Reality with Juliana VanLaanen
Never Been Promoted Podcast with Thomas Helfrich
Juliana VanLaanen shares her journey from launching an Etsy shop in her backyard to building 2MamaBees, a luxury playhouse and swing set brand now sold in major retailers like Walmart, Sam’s Club, and Saks Fifth Avenue. She reveals the challenges, strategies, and mindset shifts that led to massive growth in just a few years.
About Juliana VanLaanen:
Juliana VanLaanen is the co-founder and CEO of 2MamaBees, a company specializing in high-end children’s outdoor playhouses and swing sets. With a focus on sustainability, aesthetics, and heirloom-quality craftsmanship, 2MamaBees has redefined outdoor play equipment. Juliana took the company from a small Etsy shop to big-box retail in just over two years, proving that innovation and persistence lead to success.
In this episode, Thomas and Juliana discuss:
- How 2MamaBees Started as an Etsy Experiment
Juliana shares how she and her business partner began by painting and selling playhouses out of their backyard, unknowingly stepping into a multi-million dollar business.
- Breaking into Big-Box Retail
From cold calls to Walmart’s Open Call program, Juliana explains the process of getting 2MamaBees into major retailers and how it transformed the company.
- Scaling a Product-Based Business
Juliana reveals the challenges of moving from overseas manufacturing to Amish-made, U.S.-based production, ensuring quality, sustainability, and efficiency.
Key Takeaways:
- Innovation in a Stagnant Industry Wins Big
By modernizing playhouses and swing sets with fresh designs and high-quality materials, 2MamaBees found a lucrative gap in the market.
- Bet on Yourself and Take the Leap
Quitting a stable corporate job was risky, but Juliana’s belief in her business, paired with relentless execution, made the difference.
- Big Box Retail is a Long Game
Juliana highlights the importance of patience, persistence, and preparation when pitching large retailers—some plan years in advance.
“You don’t need to reinvent the wheel—just improve it. That’s how we built a multi-million dollar business from our backyard.” — Juliana VanLaanen
CONNECT WITH JULIANA VANLAANEN:
Website: https://2mamabees.com/
LinkedIn: https://www.linkedin.com/in/juliana-vanlaanen/
CONNECT WITH THOMAS:
X (Twitter): https://twitter.com/thelfrich | https://twitter.com/nevbeenpromoted
Facebook: https://www.facebook.com/neverbeenpromoted
Website: https://www.neverbeenpromoted.com/
Instagram: https://www.instagram.com/neverbeenpromoted/
YouTube: https://www.youtube.com/@neverbeenpromoted
LinkedIn: https://www.linkedin.com/in/thomashelfrich/
Email: [email protected]
InstantlyRelevant.com
Serious about LinkedIn Lead Generation? Stop Guessing what to do on LinkedIn and ignite revenue from relevance with Instantly Relevant Lead System
View all episodes
By Thomas HelfrichNever Been Promoted Podcast with Thomas Helfrich
Juliana VanLaanen shares her journey from launching an Etsy shop in her backyard to building 2MamaBees, a luxury playhouse and swing set brand now sold in major retailers like Walmart, Sam’s Club, and Saks Fifth Avenue. She reveals the challenges, strategies, and mindset shifts that led to massive growth in just a few years.
About Juliana VanLaanen:
Juliana VanLaanen is the co-founder and CEO of 2MamaBees, a company specializing in high-end children’s outdoor playhouses and swing sets. With a focus on sustainability, aesthetics, and heirloom-quality craftsmanship, 2MamaBees has redefined outdoor play equipment. Juliana took the company from a small Etsy shop to big-box retail in just over two years, proving that innovation and persistence lead to success.
In this episode, Thomas and Juliana discuss:
- How 2MamaBees Started as an Etsy Experiment
Juliana shares how she and her business partner began by painting and selling playhouses out of their backyard, unknowingly stepping into a multi-million dollar business.
- Breaking into Big-Box Retail
From cold calls to Walmart’s Open Call program, Juliana explains the process of getting 2MamaBees into major retailers and how it transformed the company.
- Scaling a Product-Based Business
Juliana reveals the challenges of moving from overseas manufacturing to Amish-made, U.S.-based production, ensuring quality, sustainability, and efficiency.
Key Takeaways:
- Innovation in a Stagnant Industry Wins Big
By modernizing playhouses and swing sets with fresh designs and high-quality materials, 2MamaBees found a lucrative gap in the market.
- Bet on Yourself and Take the Leap
Quitting a stable corporate job was risky, but Juliana’s belief in her business, paired with relentless execution, made the difference.
- Big Box Retail is a Long Game
Juliana highlights the importance of patience, persistence, and preparation when pitching large retailers—some plan years in advance.
“You don’t need to reinvent the wheel—just improve it. That’s how we built a multi-million dollar business from our backyard.” — Juliana VanLaanen
CONNECT WITH JULIANA VANLAANEN:
Website: https://2mamabees.com/
LinkedIn: https://www.linkedin.com/in/juliana-vanlaanen/
CONNECT WITH THOMAS:
X (Twitter): https://twitter.com/thelfrich | https://twitter.com/nevbeenpromoted
Facebook: https://www.facebook.com/neverbeenpromoted
Website: https://www.neverbeenpromoted.com/
Instagram: https://www.instagram.com/neverbeenpromoted/
YouTube: https://www.youtube.com/@neverbeenpromoted
LinkedIn: https://www.linkedin.com/in/thomashelfrich/
Email: [email protected]
InstantlyRelevant.com
Serious about LinkedIn Lead Generation? Stop Guessing what to do on LinkedIn and ignite revenue from relevance with Instantly Relevant Lead System