June 10, 2025

Scaling a Purpose-Driven Brand: Inside HoneyBug's Growth Journey

40 minutes

What if the secret to breakthrough supplier innovation isn't telling them what to make, but asking them to solve your problem instead?

Building a brand that parents trust and kids love requires more than just great products—it takes thoughtful design, strategic partnerships, and an unboxing experience that creates lasting memories. In this episode of B2B Breakthrough, host Ciara Cristo chats with Jen Kennedy, founder and visionary behind HoneyBug, and Rachel Webb, the company's brilliant chief operating officer. Together, they share how they revolutionized family gifting by creating clean, effective, and thoughtfully designed products that solve real parenting pain points. Learn how they built lasting supplier relationships through Alibaba.com, developed their signature unboxing experience, and scaled from garage operations to a trusted marketplace featuring 500+ brands.

Tune in to learn:

(00:00) The Parking Lot Epiphany: How HoneyBug Was Born

(07:01) Building a Scrappy, Authentic Team Culture

(10:57) The Packaging Experience as Product Strategy

(15:08) Axio AI Sourcing Advertisement

(16:37) Scaling Handcrafted Elements Through Smart Manufacturing

(21:20) Vetting Suppliers and Building Trust-Based Relationships

(30:28) Cash Flow Management: The Hidden Challenge of Rapid Growth

(35:22) Looking Ahead: Celebrating Every Occasion

Jen Kennedy is the founder and visionary behind HoneyBug, a company revolutionizing family essentials and gifting with clean, effective, and thoughtfully designed products. Coming from a corporate background in the restaurant industry, Jen identified a gap in the market for curated, high-quality baby and toddler gifts that take the guesswork out of thoughtful giving. Under her leadership, HoneyBug has grown from a garage operation to a trusted marketplace featuring over 500 domestic and international brands.

Rachel Webb serves as HoneyBug's Chief Operating Officer and logistical force, bringing her expertise in scaling operations and building supplier relationships. With a background in working with large-scale food suppliers, Rachel applies her process-oriented approach to help HoneyBug maintain quality standards while managing rapid growth and complex vendor relationships.

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Previous guests include Rudy Mawer, CEO of Mawer Capital; Tony Parker, four-time NBA champion and Founder and President of Infinity Nine Group; Mike McClary, CEO of Amazing.com; Jason Feifer, Editor-in-Chief of Entrepreneur Media; Kia-Shun Voltz, Chief Executive Officer of ShampooTime; Matt Jones, Founder of The Crease Beast; and Julianna Dahbura, Founder of Deco Beauty.

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