Blog

HOW BEARDBRAND TURNED A GROWING COMMUNITY INTO AN ECOMMERCE STORE WITH $20,000 IN SALES EVERY DAY
on OCT 12 2019, 9:00 A.M
  • SUCCESS STORY

    Eric Bandholz has an incredible beard. And his passion for facial hair has taken him, and his company, Beardbrand, on an unbelievable journey since the business was founded in 2012.


    From humble beginnings as a YouTube channel and blog, Beardbrand has grown into a hugely successful eCommerce business making thousands of dollars in sales every single day.


    As Eric created content about beard care, male grooming, and beard culture, he quickly realized the beard community had plenty of unmet grooming product needs.


    So as all great entrepreneurs do, he set out to plug this gap in the market and Beardbrand was born. They launched their first grooming products in 2013; the catalyst was Bandholz’s blog being featured in the New York Times.


    Bandholz explains:


    “Beardbrand's community was moving along as normal, when I was contacted by a New York Times reporter. The reporter was doing a story on beard care products and wanted my expertise. She was also impressed with the small community that was starting to grow.”


    Knowing they had this feature coming up, the Beardbrand team rallied to turn the blog into something more than a content hub and they managed to launch the Beardbrand online store one day before the article was published. 


    The New York Times feature helped Beardbrand to acquire a few initial customers, “but wasn't like a Niagara Falls worth of business,” Bandholz told Shopify.[*]


    Since then, much of Beardbrand’s success has come down to their laser focus on community, their vision, and messaging. 


    Their mission—“To Foster Confidence Through Grooming”—is featured front and center of their homepage: 


    Screenshot showing copy by Beardbrand

    And throughout their eCommerce site, you get the feeling that Beardbrand sincerely wants “beardsmen”—a term coined by Bandholz referring to men with facial hair—to feel proud of their beards and take real pride in their appearance. 


    Much of the Beardbrand website is dedicated to resources aimed to help “beardsmen” understand more about their beards and learn how to be the best version of themselves—aligning with Beardbrand’s vision “To Foster Confidence Through Grooming”.


    THE TAKEAWAY: FOCUS ON THE MISSION OF YOUR BUSINESS AND “WHY” YOU EXIST

    Beardbrand is an eCommerce business. But it doesn’t purely exist to sell grooming products to customers. 


    Beardbrand’s reason for existence goes much deeper than that. First and foremost, the company wants to help men feel more confident in themselves and it just so happens that grooming products is one of the ways they do that. 


    Whether you’re just starting out your eCommerce store or running a well-established eCommerce business, think carefully about “why” your business exists. Understanding this “why” and having a real mission behind your business will help you to connect with your customers and build true relationships. 


    Just look at Nike, one of the most successful commerce companies in history; their mission is "To bring inspiration and innovation to every athlete in the world." And if you’ve ever seen one of their adverts or interacted with the brand in any way you can see how that mission guides everything they do.



    Talk With Us
    We respect your privacy. Our website is using cookies for 3rd party advertising, analytics, language and user settings. By continuing to browse our site you agree to our use of cookies and Terms and Conditions. That's Fine