Episode Details
Back to Episodes
Building a Brand Without Big Retail: Kate Assaraf's Main Street Strategy - Episode 80
Published 14 hours ago
Description
Let me start with a question.
If you were building a consumer brand today and someone told you that the fastest way to grow was to sell on Amazon, partner with big retailers, and pour money into influencer marketing, would you do it?
Most founders would say yes. In fact, many would say those steps are almost unavoidable. But what if you decided to do the exact opposite?
My guest today did exactly that.
Kate Assaraf is the founder and CEO of DIP, a sustainable haircare brand that has grown into a seven-figure business built primarily through Shopify and a loyal community of customers.
But what makes Kate’s story so interesting is not just the growth of the company. It is the path she chose to take to get there.
Kate made the intentional decision not to sell on Amazon, not to rely on venture capital, and not to chase the typical influencer-driven growth strategies that dominate the direct-to-consumer world.
Instead, she built a brand centered on values, storytelling, and something that many ecommerce founders overlook: the survival of small, local retailers.
In fact, Kate sometimes directs customers away from her own website and toward independent refill shops and neighborhood boutiques across the country. Her belief is that the future of retail is not either ecommerce or Main Street. It is both working together.
Kate has been recognized as NJ Mompreneur of the Year, is a member of the Forbes Business Council, and her brand DIP has been recognized by Oprah as Curly Hair Brand of the Year.
Today, she’s becoming a leading voice in a growing conversation among founders: how to build a successful business without selling out your mission, your margins, or your values. And how do you do that? Stick around, we’ll find out together.
DIP:
https://dipalready.com
If you were building a consumer brand today and someone told you that the fastest way to grow was to sell on Amazon, partner with big retailers, and pour money into influencer marketing, would you do it?
Most founders would say yes. In fact, many would say those steps are almost unavoidable. But what if you decided to do the exact opposite?
My guest today did exactly that.
Kate Assaraf is the founder and CEO of DIP, a sustainable haircare brand that has grown into a seven-figure business built primarily through Shopify and a loyal community of customers.
But what makes Kate’s story so interesting is not just the growth of the company. It is the path she chose to take to get there.
Kate made the intentional decision not to sell on Amazon, not to rely on venture capital, and not to chase the typical influencer-driven growth strategies that dominate the direct-to-consumer world.
Instead, she built a brand centered on values, storytelling, and something that many ecommerce founders overlook: the survival of small, local retailers.
In fact, Kate sometimes directs customers away from her own website and toward independent refill shops and neighborhood boutiques across the country. Her belief is that the future of retail is not either ecommerce or Main Street. It is both working together.
Kate has been recognized as NJ Mompreneur of the Year, is a member of the Forbes Business Council, and her brand DIP has been recognized by Oprah as Curly Hair Brand of the Year.
Today, she’s becoming a leading voice in a growing conversation among founders: how to build a successful business without selling out your mission, your margins, or your values. And how do you do that? Stick around, we’ll find out together.
DIP:
https://dipalready.com