18. INDI Supplements: Scaling a sticky multi-channel brand

Growing a sticky multi-channel brand has a lot to do with the product, and with knowing when to say no. In this episode, host Peter Beckman sits down with Helen Snook and Chris Read – co-founders, married couple, and 2/5s of the team behind INDI Supplements – to unpack how they've scaled the brand across DTC, Amazon and retail without losing focus or margin. Get their take on why a tight product range beats a wide one, and why treating retail as a marketing channel has been one of their smartest moves. Plus, hear their number one trade secret. Highlights: 00:03 – Intro: building a multi-channel brand with a team of five01:04 – How INDI got started and the rogue pitch that made it happen06:17 – Product development philosophy: fewer SKUs, better formulations09:54 – How the snack bar came to life and why they piloted before they scaled16:34 – The multi-channel setup: DTC, Amazon and retail explained19:14 – Why retail is a marketing expense, not just a revenue stream26:39 – Channel economics and how to think about the margin mix31:01 – Pricing for access: why they lowered their RRP after finding scale savings32:42 – Forecasting and cash flow when retail is about to take off38:18 – Team setup: how five people run a multi-channel brand42:32 – Quick-fire round: best acquisition channel, worst ops pain, one hire that changed everything46:35 – Helen and Chris's number #1 trade secret Produced by More Than Words