Well Made

111 Becoming a Forest with Henrik Werdelin, CEO and Co-Founder of Bark

Episode Summary

Upward scalability has its limits. Taking his queue from Apple and Amazon, Bark founder Henrik Werdelin is thinking beyond big trees and planting seeds for something even bigger.

Episode Notes

Barkbox hasn't followed the conventional direct-to-consumer-brand growth plan. Since launching Barkbox in 2012, Henrik Werdelin and his co-founders have launched several companion brands including Super Chewer and Bark Bright — dog dental hygiene products.

These products may seem obvious, but the strategy behind them is not. Rather than expanding from dogs to other pets, Bark chose to dig deeper into the nuance of the dog space. Instead of launching these new products under the Barkbox product line, they launched them as new brands.

It's all part of the framework to innovate independently of brand clout and see if a concept can stand on its own.

In this episode, Henrik takes us through his Acorn Method and shares how the method has guided major decisions around choosing Bark's companion brands, incubating new talent, and keeping their entire team dedicated to the mission of making dogs happy.

Find more links and images from this episode on the Lumi blog.