Treyd Secrets: Supply, Sales and Scaling

What is really a good contribution margin? And how should e-com businesses improve their forecasting this quarter? What are the four most important metrics to track for e-com businesses? All of this and more in this episode, where Peter Beckman sits down with Thomas Gleeson, co-founder of Storehero. Thomas shares his unique journey from running Facebook ads for his mom’s webshop in rural Ireland, to building profit dashboard StoreHero. Before even having a word for it, he was tracking contribution margin. And when he later founded Storehero, he wanted to help brands cut through vanity metrics like ROAS and focus on true profitability. Together, they deep dive into the importance of contribution margin (and why to move on from ROAS land), why media buyers are really your biggest investors, and how marketers can win by thinking more like finance people. Tune in to this episode of Treyd Secrets to get practical benchmarks, and the founders’ framework that sets your e-com business up for success.  Highlights: 01:30 – From family webshop to StoreHero: Thomas’s origin story 03:40 – Why contribution margin beats ROAS as your North Star 07:08 – The “hidden investor” in your P&L: ad buyers and agencies 10:40 – Benchmark for a healthy contribution margin 13:50 – Why the best marketers today think like finance people 15:20 – Why contribution margin impacts every part of operations, from supply to cash flow 22:10 – Using forecasting backwards: setting profit goals before ad budgets 43:10 – How to plan for the make it or break it quarter 47:40 – The four key metrics to include in the founders dashboard 48:50 – The most common decision that e-com brands should rethink in September 49:20 – How to improve your forecasting this quarter 50:05 – Thomas Gleeson’s number one trade secret Produced by More Than Words

Scaling a food brand in FMCG is notoriously tough—breaking into major grocery chains from day one? Nearly impossible. But that’s exactly what Daniel Warence, CEO of Mino Market, did. In this episode of Treyd Secrets, Daniel shares how Mino bypassed the traditional slow-burn retail journey and went straight to national distribution. He breaks down the high-stakes strategy behind securing retail partnerships, the supply chain chaos of scaling fast, and why getting listed is just the beginning. How Mino landed on Sweden’s biggest grocery shelves in under a yearWhy do store managers, not retailers, control your shelf spaceThe hidden psychology of in-store sales and how social media influences shopping behavior This episode is a must-listen for anyone in retail, FMCG, or brand-building, packed with raw insights on what it really takes to scale a high-growth consumer brand.

Expanding globally is one of the biggest challenges—and opportunities—for ambitious founders. In this episode of Treyd Secrets, CEO & Co-founder of Treyd, Peter Beckman sits down with Magnus Grimeland, CEO and Founder of Antler, a global early-stage VC that has backed 1,300+ startups worldwide. Magnus, who previously co-founded Zalora, Southeast Asia’s leading fashion eCommerce platform, shares his journey from Norwegian Navy special forces to Harvard, McKinsey, and building companies that scale across continents. Listen in as Magnus breaks down the mindset, resilience, and strategic moves needed to take a business beyond borders. From navigating payment infrastructure in emerging markets to hiring the right teams and outpacing competition, he shares real lessons from building companies in Europe, Asia, and beyond. Whether you’re thinking about scaling internationally or just want to hear firsthand insights from a global VC leader, this episode is packed with actionable takeaways to help you grow. Tune in now to hear Magnus’ #1 trade secret for building businesses that last.

For businesses, being “investment-ready” can unlock the next stage of growth. In this episode of Treyd Secrets, we talk to Aida Jammal, a top product brand investor at eEquity, known for backing successful brands like iDeal of Sweden, NA-KD, and CHIMI. Aida shares key insights on what it takes to build and grow a business that attracts investors in today’s evolving retail landscape. Listen in on the essential metrics investors look for—like gross margins, inventory turnover, and marketing efficiency—and get actionable advice for preparing your business for fundraising. Whether you’re thinking about raising capital or fine-tuning your strategy, this episode offers practical takeaways to help you succeed. Produced by More Than Words

Effective inventory management can make or break a business”, says Axel Bukowski, CEO of co-founder of Madden Analytics. So let’s explore the intricate world of inventory planning in this episode of Treyd Secrets, packed with actionable insights. Discover how Madden Analytics is helping brands like Djerf Avenue, Chimi, and Asket make smarter, data-driven inventory decisions that drive growth and profitability. Axel shares learnings from his journey through the fashion and consumer goods industries, discusses the critical KPIs every business should track, and explains how proper inventory management can be the difference between success and failure. Timestamps 00:27 - Why inventory planning matters04:08 - Axel’s journey: BCG to Madden Analytics07:08 - Eyewear lead time challenges12:11 - The impact on cash flow18:47 - In case of poor inventory turnover27:52 - Must-know inventory KPIs34:04 - DTC & wholesale, two different playbooks41:15 - Man vs machine in forecasting44:12 - Axel’s top Treyd secret

Join us on this episode of Teyd Secrets as we delve into the art of modern fashion brand building with Sebastian Brännen, Brand Creative Director at Chimi. Discover how Sebastian transformed Chimi from a sunglasses startup to a multifaceted fashion brand. Learn about the principles of "dopamine culture," the importance of unexpectedness in brand strategy, and the secrets behind their successful collaborations. Whether you're a branding enthusiast or a retail professional, this episode is packed with invaluable insights you won't want to miss. Timestamps: 00:26 Defining a brand: Easy to understand but hard to ignore04:37 The appeal of Chimi and its unique brand energy10:04 Founding principles: Influence of Chimi's core collection today12:00 The impact of the pop culture-fashion connection on Chimi17:29 Timelessness vs. trends19:00 Feeding off local cultural movers27:14 The evolving purpose of retail spaces in fashion branding31:50 Dopamine culture and its impact on Chimi's strategy45:49 Future of Chimi: Innovations and goals for the brand50:01 Sebastian's number one trade secret for successful branding

The plant-based food industry is booming, and we caught up with Sara Berger, CEO of Sproud, “the alternative to the alternative” in dairy alternatives. Discover Sproud's relentless commitment to taste, health, and sustainability while navigating the challenges of scaling a new brand in a fiercely competitive market. Sara explains the ins and outs of the food industry, from distribution to branding, and how young consumers are driving innovation in the space. Timestamps: 00:55 Sara’s background and the Sproud story03:30 2022 wins and Sproud’s European playbook04:25 +30 country expansion and operation 07:30 Scaling a food brand in a world of giants15:00 Young consumers and next gen plant-based 19:30 Planetary boundaries and food innovation22:40 From Big Corp to mission-driven scaleup25:25 The customer feedback-loop challenge for wholesale29:45 Why the Pea protein is the hero of the product 31:00 Sparking brand emotion 33:50 Achieving profitability in the food space 38:08 Sara’s number one trade secret: Keep it simple 

Mantle has achieved cult status in the skincare industry, but like every success story, the journey to getting there was filled with challenges, grit, and a keen ear for customer feedback. We sat down with Josefin Landgård, CEO and co-founder of Mantle, to hear about her entrepreneurial journey, which also includes co-founding the healthcare unicorn Kry. The episode dives into the success of Mantle, from tech-inspired product development, to building a love brand to securing VC funding in trying times.  Timestamps: 01:15 Josefin’s entrepreneurial journey04:45 Disrupting healthcare at unicorn Kry06:40 The Mantle story and mission09:20 The pandemic inception of Mantle16:05 Sprint to skin: tech-inspired skincare development21:00 Building loyalty and a love brand23:40 Sourcing the right ingredients 26:40 Finding the right suppliers27:39 The diverse Mantle channel mix30:00 Nailing VC funding against all odds34:30 The future of Mantle35:20 Josefin’s number one trade secret 

The episode features Stuart Worgan, fractional CFO and co-founder of eClarity. Peter and Stuart discuss the intricacies of financial management in e-commerce. Stuart shares some juicy benchmarks for the most important financial KPI:s for e-commerce and explains the importance of deeply understanding unit economics and setting up a robust financial framework. From the significance of product market fit and founder qualities to the complex dynamics of channel mix, inventory management, and customer acquisition costs, Stuart emphasizes the necessity of financial clarity and foresight. The conversation highlights strategies for negotiating with suppliers, optimizing cash flow, and the potential benefits and challenges of going multi-channel.  00:10 Meet Stuart Worgen: The financial Godfather of e-commerce02:47 Building a world-class finance team for e-commerce04:47 Decoding the financial success formula for e-commerce brands06:13 The art of product market fit and customer experience07:57 Diving deep into e-commerce unit economics12:27 Strategies for optimizing e-commerce margins19:46 The importance of understanding your marketing metrics26:47 Exploring the marketing mix and customer retention27:54 The shift to multi-channel strategies32:01 Navigating the complexities of multi-channel sales38:08 Understanding the financials: Balance sheets and more42:40 Optimizing supply chain and production46:43 Achieving financial clarity in e-commerce50:42 Stuart’s number one trade secret

In this episode of Treyd Secrets, host Peter Beckman interviews Alicia Shaffer, the self-taught e-commerce expert, and founder of Three Bird Nest, a bohemian-style apparel brand. Alicia shares her journey to success from losing everything and almost being a million dollars in debt to becoming one of the top-selling brands on Etsy. Alicia attributes her achievement to her relentless hard work and the incessant desire to continually learn more about e-commerce, from algorithms and SEO. Adapting to her customers' preferences and tailoring the brand to reflect their desires has been key success factors. Alicia underscores the importance of creating and applying systems to every aspect of a business to track growth effectively and diagnose issues promptly. She emphasized the need for strategic product pricing and understanding the true cost of offering a product or service. 01:13 Alicia Shaffer’s journey to founding Three Bird Nest02:58 The birth of Three Bird Nest and its initial success04:19 The Importance of an exit strategy 08:27 The growth of Three Bird Nest and overcoming challenges16:45 The power of A/B Testing and listening to your customers20:43 The reality of success and the importance of hard work26:18 The transition from Etsy to independent retail28:02 The art of risk management and trust building28:38 The power of relationships in business31:38 The importance of asking for help32:21 Understanding unit economics and pricing33:06 The journey from debt to orofit43:17 Transitioning from Etsy to D2C45:29 The future of Three Bird Nest Got questions? Please contact secrets@treyd.io or visit www.treyd.io 

In this episode, Peter Beckman sits down with Jacob and Victor Eriksson, brothers and co-founders of the viral TikTok sensation and growth phenomenon, Boxbollen. The innovative duo share their incredible journey from 0 to 30 million USD revenue in 5 years. The episode covers the full journey from the conception of their unique head tethered boxing ball game, to achieving global stardom and venturing into the US market in 2022 and doubling sales in 2023. Dive into the discussion to uncover the secrets behind their skyrocketing sales, the supply chain behind extreme Christmas sales peas and building a successful influencer marketing strategy with top tier profiles.  Jacob and Victor also share their future vision, underpinned by their overarching mission to bring joy and movement to people's lives. Packed with valuable insights, this episode is a must-listen for anyone keen on entrepreneurship, marketing, and scaling startups. Timestamps: 01:39 Starting out and developing the core product 03:30 The DTC and influencer strategy 07:00 How Christmas became the Boxbollen specialty09:13 Signing John Terry, their first big influencer name12:33 Going big in the US 14:40 The liquidity issue of for a Christmas centric sales cycle15:39 The 2023 US launch thriller19:08 Securing and launching an influencer collaboration23:00 Supply chain challenges and being local25:40 Growing production from 3,000 to 1,4 million units29:40 Channel strategy, DTC vs retail and local variations33:00 The future, the mission and the community sport40:00 The next product launch 41:40 2024 goal: 2 x selling 3 million balls45:23 Beverly Hills hustle48:34 Hyper growth and hyper focus50:50 Balancing business obsession and personal health 53:53 Jacob and Victor’s number one trade secrets

This Treyd Secrets features an insightful conversation with e-commerce and marketing veteran and thought leader Chloë Thomas. The discussion covers the power of ensuring  well connected marketing and inventory strategies. Chloe also dives into tackling overstock issues, highlighting the significance of strategic discounting to maintain business profitability and sustainability. The second half of the episode is focused around the increasing trend of e-commerce brands venturing into wholesale and the challenges around wholesale as a sales channel.  Time stamps: 00:50 Chloë Thomas's Journey in e-commerce03:46 Fundamental marketing principles and the evolution of e-commerce and marketing05:53 The importance of stock management in E-commerce07:48 The interplay of marketing and inventory management13:42 The challenge of overstock and its impact on marketing17:45 Strategies for balancing brand promotion and overstock clearance24:47 The importance of seasonal stock management25:39 Understanding the cash flow in business26:16 Shifting from abundance to scarcity mindset27:12 Leveraging marketing strategies for stock management29:42 The shift to wholesale and its implications32:09 The role of wholesale in E-commerce37:27 The future of E-commerce and wholesale40:34 The challenges and strategies in managing wholesale40:58 The evolution of e-commerce businesses43:52 Chloë’s number one Trade Secrets Got questions? Please contact secrets@treyd.io or visit www.treyd.io 

In this Treyd Secrets episode, host Peter Beckman is joined by André Wendt, Global Sales Director for Swedish-American fashion house and celebrity brand BLK DNM (yes, Kim and Kanye wore BLK DNM leather jackets at their wedding). Discover BLK DNM's commitment to ethical consumer behavior through blockchain technology and the impact on supply chain and supplier relationships. The conversation covers sales, marketing, wholesale strategy, challenges in inventory-based retail, and BLK DNM's approaches to customer retention and international expansion. Wendt explains what the high end department stores demand from brands and emphasizes the importance of personal relationships. Time Stamps:  00:40 The story of BLK DNM05:32 The History and relaunch of BLK DNM07:25 BLK DNM’s Blockchain Technology09:12 The impact of sustainability on brand strategy11:59 Challenges in supply chain and fashion wholesale  18:37 The role of personal relations in retail partnerships20:35 Requirements from the largets department stores24:57 The future of BLK DNM: Retail strategy and expansion31:56 The Intersection of fashion and technology in BLK DNM36:48 André's #1 Treyd Secret: Create a positive future vision

In this episode, Peter is joined by Maxim Gellman, the founder, CEO and Chief Stroodler of the London based Eco Tableware company Stroodles. Since gaining global attention in 2019 for its pasta based straws, challenging the notoriously unsustainable drinking straws category, Stroodles product range has grown to include edible cutlery, crockery, and even toys. Stroodles can be found in the UK's most prestigious department stores and sells direct to consumers. The company’s mission is to change sustainability communication and inspire how easy and fun sustainability can be. Maxim also shares the company's financing journey that led to discovering stock finance. Episode Highlights: Revolutionizing Eco Tableware: Maxim shares the evolution of Stroodles, from gaining global attention with pasta-based straws to expanding into edible cutlery, crockery, and toys. Navigating Sustainability: Insights into the challenges and triumphs of sustainability in the retail food industry. Product Sourcing and Development: A deep dive into the intricacies of sourcing sustainable materials and developing eco-friendly products. Multi-Channel Marketing Strategies: Maxim shares Stroodles' unique approaches to multi-channel marketing and building a brand with a specific customer base. Obtaining Finance for Inventory: Understanding the financial aspect of managing inventory-based retail businesses and securing financing for stock and inventory. Time stamps:  00:23 Maxim Gellman's sustainability vision05:11 The Stroodles concept and product portfolio07:47 Product sourcing and development at Stroodles11:45 Challenges in running an inventory-based business11:56 Stroodles’ multi-channel sales and marketing strategy15:53 Sustainability as a brand differentiator24:25 Financing Growth and the role of crowdfunding of the Business32:24 Maxim’s #1 Treyd Secret: The Power of Serendipity

In this episode, Peter Beckman, CEO and Co-founder of Treyd sat down with business coach, profit strategist and ‘Inventory Genius’ Ciara Stockeland. They discuss the challenges and complexities that inventory-based SMEs face, particularly in managing their finances.  The importance of focusing on profitability rather than chasing salesUnderstanding your financialsHow to develop an inventory planManaging growth and debt effectivelyTurn and burn: Why you need to let go of Dead stockThe considerations for hiring in a growing business.  01:17 Ciara's Journey to Becoming an Inventory Genius03:47 The connection between inventory and profit05:08 Understanding financials and profitability06:57 The impact of improving the gross margin12:04 Understanding conversion rates in brick and mortar stores17:17 The procurement budget and process and the relation to your sales goal20:06 Understanding the role of debt in business23:00 The Importance of focusing on profitable business segments27:20 Ciara’s top tool recommendations28:34 Dealing with dead stock in business31:51 Ciara’s top learning: Chase profit, not sales 35:33 Ciara’s #1 Treyd Secret: The Role of Empathy in Business Success Got questions? Please contact support@treyd.io or visit www.treyd.io