How SURI Cracked High-Consideration Consumer Marketing
Update: 2025-09-09
Description
In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Mark Rushmore, Co-Founder of SURI (Sustainable Rituals). SURI is disrupting the $6 billion electric toothbrush market dominated by legacy players with 80% market share. Starting from a simple observation about plastic waste at P&G, Mark and his co-founder built a premium electric toothbrush that doesn't compromise on performance, design, or sustainability. In just three years, they've grown from zero to £23.5 million in annual revenue by focusing relentlessly on product excellence, strategic SEO placement, and building genuine customer love that drives 18-20% of sales through word of mouth.
Topics Discussed:
- Building trust and credibility as a new brand in a high-consideration category
- Strategic SEO approach for product recommendation searches
- Creating a premium product that doesn't compromise on sustainability
- Scaling through repeat purchase dynamics in a "low-frequency" category
- Multi-market expansion strategy and localization decisions
- Team structure evolution from generalist to specialist roles
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