From college runner to launching a Kenyan-inspired brand, Chris Hough, Artiken - Uncommon Brands

Topics in this episode

E-Commerce Email Marketing DTC (Direct-to-Consumer)cpg consumer product brands

Episode notes

Chris Hough is the founder and owner of Artiken. In this episode, he shares how he transitioned from an employee at Nike to building a high-growth brand centered around the iconic handmade bracelets worn by elite Kenyan distance runners. Chris shares his journey of identifying a gap in the marketplace and going "all in" on Artiken in 2019. This episode is packed with insights on scaling a brand, the importance of product customization, and the operational reality of managing a global supply chain rooted in Kenyan craftsmanship. What was covered: From Nike to Founder: Chris’s journey from working at Nike to the "all in" moment of founding his own DTC brand. The product idea spark: How Artiken brought the coveted, handmade bracelets of Olympic medalists to the global running community. The 80/20 Rule: Why Chris is "scoping down" the product line to focus on the core items that drive the majority of revenue. The Power of Customization: How his background with Nike ID influenced a strategy where custom products now drive 30% of business. Handmade at Scale: The logistics and rewards of managing a supply chain consisting of local artisans in Kenya.

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