Raug rho tawm los ntawm Cov Khoom Tshiab Tshiab, Solo Hom Ci Ci Ci Ib Xyoo Tom Qab Nws IPO

Nws yog me ntsis dhau ib xyoos txij li Solo Brands tau koom nrog 2021 maj nrawm rau hauv kev lag luam pej xeem thaum ntau dua 1,000 lub tuam txhab tau foob IPOs, cov ntaub ntawv txhua lub sijhawm. Paub feem ntau rau nws cov flagship Solo Stoves stainless hlau tsis muaj hluav taws kub hnyiab, Solo Brands tau foob sai tom qab ob lub tuam txhab ua noj sab nraum zoov uas nws sib piv zoo tshaj plaws: Traeger thiab Weber.

Tsis muaj ib qho ntawm peb muaj ntau qhov kev sib cav txog kev ua haujlwm ntawm cov khoom lag luam. Traeger cov khoom lag luam tawm 84%, los ntawm nws tus nqi IPO ntawm $ 18 thiab tam sim no ua lag luam qis dua $ 3; Solo poob ze li ntawm 80% ntawm $ 17 mus txog $ 4; thiab Weber poob 42% los ntawm $ 14 mus txog $ 8. Tab sis muab lub volatility ntawm kev ua lag luam, uas tsis muaj surprise.

Dab tsi yog qhov xav tsis thoob yog qhov ua tau zoo ntawm Solo Brands piv nrog Traeger thiab Weber. Los ntawm nws cuaj lub hlis dhau los xaus rau lub Cuaj Hlis 30, Traeger tau tshaj tawm cov nyiaj tau los poob 15%, los ntawm $ 611 lab xyoo tas los rau $ 517.8 lab qhov no. Weber lub xyoo nyiaj txiag tag nrho uas kaw tib hnub pom kev muag khoom poob qis 20% rau $ 1.6 billion piv nrog $ 2 nphom xyoo tas los.

Los ntawm kev sib piv, Solo Brands tau tshaj tawm cov nyiaj tau los nyob rau cuaj lub hlis dhau los tau nce 41%, mus txog $ 320 lab piv nrog $ 227 lab dhau los. Cov nyiaj tau los peb lub hlis twg tau nce ntxiv, 47% nce mus txog $ 102 lab.

Nrhiav rau pem hauv ntej rau lub quarter thib plaub thaum nws keeb kwm tsim tawm 35% mus rau 40% ntawm kev muag khoom txhua xyoo, lub tuam txhab tau npaj rau lub caij so muaj zog nrog ntau yam khoom tshiab uas ua tau raws li lub tuam txhab lub luag haujlwm tseem ceeb:

"Solo Brands muaj los tsim lub sijhawm zoo thiab nco tau ntev los ntawm kev ua si sab nraum zoov," CEO John Merris qhia.

Thaum ob qho tib si Traeger thiab Weber tau ruaj khov nyob rau hauv qhov chaw ua noj sab nraum zoov, Solo Stoves dabbles hauv cov zaub mov, tab sis nws muaj txoj kev dav dav dua nyob ib puag ncig tib neeg kev paub ntawm kev zaum ntawm qhov chaw pw hav zoov, tsuas yog tsis muaj kev cuam tshuam ntawm cov pa luam yeeb uas tib neeg tau plagued nrog. txij thaum xub thawj kawm ua thiab tswj hluav taws.

Ua ke nrog Solo Brands 'cov tsev neeg loj hlob ntawm cov khoom lag luam sab nraum zoov, suav nrog Chubbies activewear, Oru Kayak thiab Isle paddleboards, thiab khi rau hauv kev lag luam ncaj qha rau cov neeg siv khoom lag luam uas muaj hwj chim hla muag thiab rov yuav khoom, Solo Brands tuaj yeem hais tias yog qhov kev ua neej nyob sab nraum zoov tiag tiag. tuam txhab.

Thaum lub tuam txhab tsis tshaj tawm cov nyiaj tau los ntawm nws tus kheej lub npe, Solo Stoves yog lub cav rub Solo Brand lub tsheb ciav hlau.

Beginnings

Solo Qhov cub yog ntau tshaj li qhov hluav taws kub xwb tab sis nws tau pib muaj. Solo Stove tau tsim los ntawm cov kwv tij Spencer thiab Jeff Jan hauv 2011 muag cov qhov cub ultra-light portable kom cov backpackers tuaj yeem teeb tsa lub chaw pw hav zoov sai sai thiab boil dej nyob rau hauv kaum feeb siv tsuas yog sticks thiab yoojyim yooj yim campside.

Nws loj hlob los ntawm qhov ntawd nrog rau kev tshaj tawm ntawm nws cov Bonfire backyard firepit qauv nyob rau hauv 2017. Cov neeg sai sai ntes tau mus rau qhov zoo ntawm nws zoo li haus luam yeeb tsim, ua tau los ntawm nws cov patented airflow technology uas tag nrho combusts cov me me uas ua rau cov pa luam yeeb. Qhov hnyav ntawm tsuas yog li 20 phaus xwb, nws kuj tau txav mus los yog li nws tuaj yeem txav mus rau lwm qhov chaw hauv lub tiaj nraum qaum tsev.

Solo Qhov cub kuj ntes tau cov xim ntawm Bertrum Capital, uas tau nqis peev hauv kev lag luam hauv 2019 los pab cov kwv tij loj hlob ntawm kev ua lag luam thiab tsim nws cov kev tshaj lij kev lag luam digital.

CEO Merris tau raug ntiav tom qab kev xam phaj tsis raug nrog cov kwv tij ua tau zoo rau lub tuam txhab glassboard Clarus, lwm Bertrum peev thiab qhov chaw nws yog tus thawj coj nyiaj txiag.

“Cov kwv tij yog phooj ywg nrog tus tsim ntawm Clarus. Lawv ostensibly xav tau tswv yim los ntawm kuv ntawm kev teeb tsa lub koom haum muag khoom, yog li kuv xav tias kuv yuav muab lawv ib teev ntawm cov lus qhia muag dawb. Tab sis qhov lawv xav tau tiag tiag yog ib tus neeg los pab lub tuam txhab loj hlob. Cuaj hnub tom qab, kuv pib ua CEO thiab lub tuam txhab xya tus neeg ua haujlwm, "nws hais.

Merris tam sim ntawd tau mus ua haujlwm, loj hlob lub tuam txhab los ntawm kwv yees li $ 40 lab hauv cov nyiaj tau los hauv 2019 kom tiav 2021 ntawm $ 404 lab los ntawm kev nce Solo Qhov cub ua lag luam organically thiab tau txais peb lwm hom.

"Tam sim no peb yog ib lub tuam txhab pej xeem nrog txog 200 tus neeg ua haujlwm thiab 200 tus neeg hauv peb lub chaw tsim khoom hauv Mexico. Ntau qhov credit mus rau peb cov qauv muag ncaj qha rau cov neeg siv khoom thiab cov ntaub ntawv peb tuaj yeem muab tau los ntawm peb cov npe 3.4 lab tus neeg siv khoom. Qhov no ua rau peb nkag siab txog dab tsi innovation tseem ceeb tshaj rau peb cov neeg siv khoom tam sim no thiab yav tom ntej, "nws hais ntxiv.

Innovation Hauv Nws DNA

Los ntawm thawj lub tote-raws li lub qhov cub mus rau qhov kev hloov pauv ntawm lub qhov hluav taws xob tsis muaj pa taws, Solo Cov qhov cub loj hlob los ntawm kev ntxiv cov qauv tshiab thiab cov khoom siv los txhim kho cov kev paub hauv zej zog, xws li cov hniav nyiaj hniav kub thiab cov rooj zaum ib puag ncig.

Thiab xyoo no, nws tau txuas ntxiv los qhia cov khoom tshiab xws li lub tshuab hluav taws xob ntauwd uas kub hnyiab tau ntoo pellets, lub rooj pizza qhov cub siv los ntawm cov pa roj lossis Pi Fire pizza qhov cub ntxiv rau saum nws cov qauv hluav taws kub. Oprah tau xaiv qhov kev tsim kho tshiab no ua ib qho ntawm nws lub tswv yim khoom plig zoo tshaj plaws rau xyoo no.

"Peb cov neeg siv khoom tsis yog tsuas yog hlub peb cov khoom tom qab lawv pib yuav khoom, tab sis lawv feem ntau rov qab los thiab yuav ntau dua los ntawm peb," Merris piav qhia. "Raws li cov neeg siv khoom rov qab rau kwv yees li 50% ntawm peb cov lag luam:"

Thiab qhov ntawd yog qhov kev xav tom qab qhov kev taw qhia ntawm nws qhov kawg khoom plig mini-Mesa tabletop qauv. Kev txhawb nqa los ntawm TV tshaj tawm, nws qhia txog qhov tsis muaj hluav taws kub hnyiab rau tag nrho cov neeg tuaj saib tshiab, muab lawv txoj hauv kev los koom nrog lub hom phiaj rau qis dua $ 100 nrog kev cia siab tias nws coj lawv rov qab rau ntau dua.

"Nrog Mesa, peb tab tom nrhiav rau pem hauv ntej rau kev txhim kho cov hauv kev los ntawm cov neeg siv khoom tshiab uas kawm tau yooj yim thiab ceev tsim hluav taws nrog Solo tuaj yeem ua tau. Ntxiv rau peb cov neeg siv khoom uas twb muaj lawm tau thov qee yam me me rau thaum lub sijhawm txwv kom lawv tuaj yeem muaj hluav taws rau 30 feeb xwb, tsis yog ob lossis peb teev zoo li hauv qhov cub loj dua. Qhov no yuav yog qhov zoo tshaj ntxiv rau lawv. Thiab tom qab ntawd nws ua khoom plig zoo heev thiab tuaj hauv cov xim ib yam nkaus, yog li nws ua haujlwm zoo li cov khoom dai, "nws hais ntxiv.

Coj Solo Brands mus rau qib tom ntej

Merris 'lub zeem muag rau lub tuam txhab yog nthuav raws li tag nrho cov sab nraum zoov. Rau Solo Qhov cub nws pom tag nrho cov chaw lag luam hauv Teb Chaws Asmeskas txog li 100 lab tsev neeg ua tsaug rau Mesa qhib Solo rau cov neeg nyob hauv nroog.

"Thaum Weber thiab Traeger mus rau pej xeem, lawv hais txog 80 lab tsev neeg muaj cov hniav nyiaj hniav kub. Peb xav tias yog tias koj muaj cov hniav nyiaj hniav kub, koj tuaj yeem ntxiv qhov cub Solo ib yam nkaus. Tam sim no nrog Mesa, peb tsoo qhov ntawd vim tias peb tuaj yeem ntxiv cov neeg nyob hauv cov tsev thiab cov chaw me me, "Merris hais ntxiv. "Peb tsuas yog nkag mus rau ib thiab ib nrab rau 2% ntawm peb lub lag luam tag nrho."

Thiab nws tau hais ntxiv tias TAM tsis suav nrog nws txoj hauv kev thoob ntiaj teb, uas lub tuam txhab npaj yuav nce mus rau hauv 2023 los ntawm kev ncaws tawm Solo Stove koom tes nrog Canadian Tire.

Tsis tas li ntawd, nws tseem tau kos npe nrog Costco muab ib qho qauv tshwj xeeb uas tsis muaj pa taws rau ntawm qhov luv nqi tseem ceeb. Ace Hardware, Dick's Sporting Goods thiab ntau lub khw muag khoom kho vajtse kuj tau npaj cov kab.

Tam sim no, lub tuam txhab kev lag luam yog kwv yees li 85% DTC thiab 15% cov lag luam wholesale, tab sis nws lub hom phiaj los tsim nws cov lag luam wholesale rau 20%. Cov ntsiav tshuaj Mesa qauv tuaj yeem qhib ntau lub qhov rooj muag khoom.

Thaum kaw, Merris tau hais tias cov khoom tshiab xyoo no yuav txuas ntxiv txhim kho nws txoj kev lag luam - "Peb yuav txuas ntxiv ua kom zoo dua ntawm cov hauv kev nrog cov khoom lag luam tshiab uas peb tau tsim tawm hauv '22 vim tias lawv tseem tsis tau muaj hnub nyoog ib xyoos. - thiab ua raws li qhov kev xav tau zoo tshaj plaws hauv xyoo 2023.

Thiab tseem nyob rau hauv nws phaj yog ib tug fuller kev koom ua ke ntawm nws tsev neeg ntawm sab nraum zoov nyob hom.

"Peb yuav txuas ntxiv siv lub zog ntawm lub platform uas peb tau tsim kom muaj peev xwm hla kev lag luam tag nrho peb cov khoom lag luam sab nraum zoov, suav nrog Chubbies activewear, ISLE paddleboards thiab Oru Kayak. Peb tau pom los ntawm peb cov ntaub ntawv thiab kev tshuaj ntsuam xyuas muaj ntau qhov sib tshooj hauv cov neeg siv khoom rau peb cov hom.

"Peb muaj lub zeem muag sib koom ua ke ntawm kev sib koom ua ke ntawm cov khoom lag luam. Peb xav qhia los ntawm sab nraud saib hauv qhov tsis muaj lus nug vim li cas cov npe no koom ua ke nyob rau hauv Solo Brands vim peb ntseeg tias lub sijhawm zoo thiab kev nco ntev tau ua rau sab nraum zoov zoo dua, "nws xaus lus