308: How Henrik Werdelin Built a 9-Figure Subscription Box Business for Dogs

Henrik Werdelin has never been about chasing money, power, or fame. Instead, his focus has always been on creating cool things with people he enjoys being around. That’s exactly how BarkBox, now one of many subsidiaries under BARK, came to be.

Despite Werdelin’s non-material approach to BARK, the dog subscription box company has exploded in popularity since its launch in 2012. Today, it boasts hundreds of thousands of subscribers and it is a nine-figure business.

In our conversation, Werdelin shares the most important learnings he’s collected as an entrepreneur—from finding the right funding option for your business to maintaining the right headspace during challenging times. Werdelin also gives us a glimpse into BARK’s incredible company culture and how he managed to build a quirky, kind, and smart team of people to pave the path for the organization. As a bonus, we also get a sneak peek into Werdelin’s book, “The Acorn Method” to understand how companies can grow in an ever-changing environment.

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Key Takeaways

• Why Werdelin and his co-founders decided to start creating cool stuff for dogs in 2012
• The funny story of how Werdelin met one of his co-founders in a heart-shaped bed on a cruise ship
• What the pet industry was like when BarkBox first entered the market
• Werdelin’s advice on finding the right funding option for your business
• How BARK has dealt with the pandemic, and why the pet industry is recession proof
• The importance of staying in a good headspace during tough times
• How Werdelin and his co-founders approach leadership and decision-making
• Why BARK is an inside-out brand, and what that means
• A sneak peek into Werdelin’s new book, “The Acorn Method” and the advice it shares on how companies can continue growing during uncertain times
• Werdelin’s best advice for entrepreneurs who are struggling during the pandemic