Dubs: From a Lockdown Idea into a Booming, Award-Winning Brand with Stuart Davis (episode 505)
Stuart Davis is the co-founder, CEO, and everything else!! at Dubs – a footwear brand on a mission to disrupt the kids’ shoe industry. They’re clearly having an impact as (at the time of recording) they’ve just been shortlisted for FOUR awards at the Drapers Footwear Awards!! Launched in 2022 they’re selling via their Shopify store and stockist network.
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Dive in:
[04:13] Friends cope with job loss, create sustainable sneakers.
[08:58] Designing sustainable shoes with circularity in mind.
[11:40] Sustainability professor’s advice: focus on continuous improvement.
[15:06] Wishing for more time to grow brand.
[18:30] Listen to Stuart’s Top Tips!
Identifying a Gap in the Market
The key to Dubs’ success lies in identifying and addressing an unmet market need. When Stuart and his co-founder noticed a gap in the market for comfortable, sustainable children’s footwear, particularly for those with unique foot shapes, they saw an opportunity. This personal experience ignited their entrepreneurial spirit, leading to the creation of Dubs. The brand’s story exemplifies how recognizing a specific customer problem can serve as a powerful catalyst for innovation. By developing a solution tailored to this need, Dubs has positioned itself for growth and impact.
Sustainability and Circular Economy
Sustainability is a core value at Dubs, not merely a trend. The brand is committed to minimizing its environmental impact by using recycled materials and promoting a circular economy. From designing shoes with recycled uppers to exploring resale and buyback options, Dubs is responding to the growing consumer demand for eco-friendly products. This approach not only benefits the planet but also fosters a loyal customer base. Recognizing that perfect sustainability is an elusive goal, Dubs focuses on making consistent improvements. By taking incremental steps, such as incorporating more recycled materials and expanding resale programs, the company demonstrates a long-term commitment to sustainability.
Educational and Cultural Impact
Businesses can play a role in educating and shaping cultural values. Dubs envisions educating children about sustainability through their products and potential educational content. By instilling values of responsibility and care for belongings, the company hopes to contribute to a cultural shift towards more sustainable consumption. This approach highlights the role businesses can play in fostering awareness and encouraging positive societal change beyond mere profit-making.
Small Beginnings with Big Vision
Even small startups can have big ambitions and make a significant impact. Despite being a small operation, Dubs aims to expand internationally and explore new product lines like kids’ apparel. The founders juggle their startup with other jobs, showcasing the reality of starting small while maintaining a big vision. This lesson emphasizes the importance of persistence, planning, and scaling up gradually while keeping long-term goals in mind.
Embracing Continuous Improvement
Startups should focus on what they can do now while striving for continuous improvement. The founders of Dubs acknowledge that they cannot implement all their sustainability goals immediately. However, they focus on making practical, incremental changes and setting future targets. This lesson underlines the importance of a pragmatic approach, where businesses continuously refine and enhance their practices as they grow and gain more resources, rather than waiting for perfect conditions to act.
eCommerce Book Top Tip
- Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration by Ed Catmull
eCommerce Traffic Top Tip
- Stuart believes organic growth through genuine communication is the most effective marketing strategy for Dubs.
Tool Top Tip
- Google Business
Carbon Top Tip
- Minimizing packaging is the most effective way to reduce an eCommerce store’s carbon footprint.
Interview links
Related Episodes
- A truly inspiring sustainable startup – Marc Bucci from Social Socks (episode 407)
- How Vivobarefoot Achieved Astronomical Growth and Scaled to 8 Figures (episode 480)
- How WORN Built a Sustainable Brand & Performance Product that Lasts with Bryan Marville (episode 503)
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