From Lockdown Startup to Global Brand: The Possum Play Approach to eCommerce Expansion with Giorgia Rossi and Renee Cizel (episode 545)
Renee Cizel & Giorgia Rossi from Possum Play, sellers of the play sofa that transforms into 100s of different configurations! Founded in 2021 they now sell internationally via their 3 country specific Shopify stores, with 40,000 happy families loving the product already.
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Dive in:
[05:07] “Appreciation for 3PL Partners”
[10:02] Founders’ Struggle: Control vs. Growth
[13:44] Hiring for Potential, Not Experience
[14:31] “Impact of Past Experience on Success”
[18:08] Word-of-Mouth Growth Strategy
[19:51] Listen to Renee and Giorgia’s Top Tips!
Start Lean, Then Scale with Purpose
Renee and Giorgia began their business by doing everything themselves. They fulfilled orders by hand, managed customer service, and oversaw every detail. This hands-on experience gave them a deep understanding of their operations. It also built a strong foundation for scaling later. For any eCommerce owner, this shows that doing the “grunt work” early can make you a smarter, more effective leader later.
Don’t Overhire—Outsource When It Makes Sense
The founders run a global brand with just a tiny team. Instead of hiring a large staff, they outsource key functions only when someone can clearly do it better. This protects their margins and keeps operations flexible. They also partner long-term, choosing quality relationships over short-term help. It’s a great example for any business that wants to grow without bloating its overhead.
Focus on Product-Market Fit Before Expanding the Range
Possum Play didn’t rush to launch dozens of products. They focused on perfecting their core item—the play sofa—and built demand around it. Once that product gained traction, they slowly added accessories and color options. This strategy helped them build a strong brand identity. It reminds eCommerce brands to master one product before scaling the catalog.
Global Expansion Doesn’t Need a Massive Budget
Despite being self-funded, Renee and Giorgia expanded internationally early. They entered the UK and Europe not with big ad budgets, but with smart logistics and customer-driven growth. Their goal was simple: get the product into homes and let word-of-mouth grow the brand. They proved you don’t need VC money to go global. It’s a powerful reminder that great products and smart timing can fuel international growth.
Build Resilience and Long-Term Vision Through Experience
The founders credit their past business and consulting experiences for their current success. Running teams, solving tough problems, and navigating uncertainty gave them the resilience needed for eCommerce. This episode shows how valuable soft skills like grit, adaptability, and strategic thinking really are. It’s not just about tactics—it’s about mindset. For anyone feeling stuck, their story is proof that growth comes with time, experience, and persistence.
eCommerce Book Top Tip
- Giorgia recommends any book by Ryan Holiday
eCommerce Traffic Top Tip
- Organic content and paid ads on Meta, specifically Instagram
Tool Top Tip
- A weekly Monday morning meeting—with full to-do list transparency and a personal check-in—keeps the co-founders focused, aligned, and human.
Carbon Top Tip
- Minimize returns through accurate product photos and swatches—it’s better for the planet and your bottom line.
Interview links
*Thank you to Jaimee of Cooki Haircare for the guest recommendation!
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- Acquire & Accelerate: The Best Backyard’s Tom White Shares Tips for 10x Growth in 12 Months (episode 539)
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