After launching its first brand to market, the Pattern Brands team reflects on their journey and what’s next for their company and the industry as a whole.
In the final episode of the first series of Breaking Brand, the Pattern Brands team takes us behind-the-scenes as they launch their first brand to market. We learn the tactics they used to build relationships with their first customers and hear how launch day transpired first-hand. We then look ahead to the future of the direct-to-consumer industry and discover what's next for the Pattern Brands team. Nick and Emmett also share their reflections on the journey from Gin Lane to Pattern Brands.
1:51 — Why Equal Parts ran a pre-launch referral scheme
“We look to some of the other brands that we've worked with — Harry’s being one of them [...] They were the leader in launching a really successful referral campaign, and we've tried to model it off of that.” — Tyler Sgro
3:18 — How the Equal Parts launch day played out
“I remember waking up at 7 Am and by 7:30 Tyler had sent me and Emmett a screenshot of our backend platform showing our first order." — Nick Ling
6:00 — Emmett explains his experience trying out Equal Parts as a customer
“After building websites and per se intangible, non-physical items for so long it was really special to make these physical items and have them work and not only work, but work really well." — Emmett Shine
9:57 — How the direct-to-consumer industry is shifting
“A lot of these brands are going to be a lot more capital efficient. Some may not raise any money or a fraction of what the past kind of few cohorts of brands did." — Richie Siegel
13:58 — Emmett on one of the challenges ahead for Pattern
“I think an interesting challenge for Pattern is, how do you build a modern brand in a way that can be high-growth and reach scale and do all the cool startup stuff, but not have to burn people out to do it?" — Emmett Shine
16:15 — Pattern's audience-first approach to growth
“I think our first goal is to build an audience and to build a message that is almost like a grassroots movement. And then from there we need to start listening to that community around us as we grow the business." — Nick Ling
19:53 — Nick on the importance of the Pattern team
"Long-term what makes or breaks this business is the team we have around us and how we work together." — Nick Ling