How Wild and Stone Achieved Sustainable 7-Figure eCommerce Growth with Warren Jonas (episode 520)
Warren Jonas is the CEO and co-founder at Wild & Stone sellers of eco-friendly household products. Founded in 2018, the range now includes over 100 eco-friendly products which they sell via their Shopify store and 1,000 wholesale partners. Sales are now over £1,000,000 a year.
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Dive in:
[05:33] Moms influence sustainable product strategy and portfolio expansion.
[09:08] Retail: Focus on profit to ensure business sustainability.
[09:58] Small core group augmented by agencies and tools.
[13:30] Bamboo toothbrushes popularized eco-friendly products globally.
[16:46] Embrace Amazon’s dominance; collaborate, don’t compete.
[18:36] Listen to Warren’s Top Tips!
Start Small but Think Big
Wild & Stone began with a simple idea of replacing plastic toothbrushes. Their mission to end single-use plastic and their vision of making eco-luxury accessible has been the driver behind their business decisions. This shows that even a small, seemingly insignificant problem can lead to a successful business. The company’s rapid expansion from a few products to over 100 shows the potential for growth when a product resonates with the market.
Use a Customer-Centric Approach
Wild & Stone expanded from one product to over 100 by focusing on what their customers needed. By focusing on real-world household needs, the brand developed a product line that was both practical and sustainable. This customer-centric approach ensured that their products added value to people’s lives, aligning with the brand’s mission.
Sustainability Doesn’t Have to Compromise Quality
Wild & Stone doesn’t just offer sustainable products. They create what they call ‘ecolux’ products. These products are both eco-friendly and high-quality, making sustainable choices easy for customers. By making products that are as good as, or better than, traditional plastic options, you can win over more customers by prioritizing sustainability without sacrificing performance.
Use a Multi-Channel Strategy
Wild & Stone achieved growth by selling their products through various platforms. This diversified approach not only spreads risk but also opens up new revenue opportunities. By strategically dropping underperforming channels, they also ensure the business remains profitable and sustainable in the long run.
Have a Lean Team Structure
Having a lean team allows Wild & Stone to remain agile and focus on core strengths. They then leverage external resources for specialized tasks. Keeping the internal team small and outsourcing tasks has allowed them to grow quickly and efficiently. This lean model is valuable for brands looking to scale sustainably without the overhead of a large, permanent workforce.
eCommerce Book Top Tip
- The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It by Michael E. Gerber
eCommerce Traffic Top Tip
- Understand your data and your channels, and do more of what works.
Tool Top Tip
- Inventory Planner by Sage
Carbon Top Tip
- Focus on micro changes, such as using recyclable packaging and minimizing packaging size to reduce shipping impact. Use more eco-friendly shipping methods like sea freight instead of air, as these small adjustments can collectively make a significant environmental difference.
Interview links
- Check out Wild & Stone
- Use the code Masterplan15 to get 15% on your purchase
- Warren on LinkedIn
Related Episodes
- Michael E Gerber, author of Beyond the eMyth and small business guru talks eCommerce with Chloë (episode 89)
- Taking a Sustainable Products brand to 2million+ customers with Jennie Perry from Grove Collaborative (episode 377)
- Reusing 5.5 million Plastic Drink Bottles with Hayley Clarke, co-owner and MD at Onya (episode 431)
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