Tag: warby parker

On a recent episode of The Big Idea from Yahoo Finance, I sat down with Jeff Raider, co-founder of Warby Parker and now co-founder and co-CEO of Mammoth Brands, which includes Harry’s Razors, Lume, and Flamingo. Raider has built some of the most recognizable consumer companies of the last decade, with a track record of creating trustworthy brands that positively impact people’s lives. Our conversation focused on one of the most critical challenges for entrepreneurs—creating brand loyalty. 

Why loyalty matters 

Data proves why the challenge of creating brand loyalty is so urgent. According to Bain & Company, increasing customer retention by just five percent can boost profits by as much as 95 percent. Also, a PwC report shows that 93 percent of business executives assert that building and maintaining trust improves the bottom line. These numbers underline the point that loyalty is not just a “feel good” metric but a critical driver of business value. 

Building loyalty from the start 

Raider’s advice to aspiring entrepreneurs is to, “Create a product that is unique, different, and better in some way, and make it easy to explain.” 

Raider and his co-founders approached Harry’s as a subscription brand to establish recurring relationships with customers from day one. “I get to talk to customers all the time,” Raider said. “I love it, and I get to learn so much from them.” 

That connection is what builds customer loyalty. For example, in the early days, customers said they wanted to hear the blade click into their razors. The Harry’s team listened and delivered that satisfying click. What is good for the customer is often what is good for the business, and direct feedback should inform product decisions.  

Scaling without losing focus 

Every entrepreneur makes mistakes along the way. Raider reflected on his “dirty unicorn” moment: moving too quickly into a major retailer without first establishing the kind of direct-to-consumer community that had guided his other brands. When Mammoth Brands was just getting started, they partnered with Walmart on a haircare line called Headquarters.  

“We didn’t follow the playbook that we’d followed in our other brands, which is to start direct to consumer, talk to customers, learn from them, get everything perfect and then expand to retail,” Raider recalled.  

The line wasn’t working as planned, and without a direct-to-consumer community it was harder to make the adjustments they wanted. Ultimately, they handed the brand to Walmart, whom Raider praises as a strong partner. He also expressed his goal to return later with brands that have proven success in the DTC space and are better positioned for the retail environment. 

Raider’s advice for entrepreneurs is to build customer loyalty first, then expand into major distributors like Target and Walmart. That approach allows Mammoth Brands to manage growth while staying true to its mission of creating products people like more. 

Beyond the product 

Today, loyalty is not just about price and convenience. Raider described Harry’s mental health initiatives and why social impact is increasingly tied to brand affinity. In partnership with nonprofit organizations, Harry’s has helped two million men access mental health care and has donated more than $20 million dollars to support men’s mental health alongside Mammoth Brands. 

Brand loyalty comes from trust, consistency, and a willingness to evolve with your customers. As Raider’s career shows, companies that prioritize loyalty from the beginning can build not only strong businesses, but enduring brands.