Opening Bid
Build-a-Bear CEO on reinvention and Trump tariffs
Mar 28, 2025
Sharon Price John, the long-serving CEO of Build-a-Bear Workshop, shares insights on the company's impressive reinvention in a challenging retail landscape. She discusses the brand's success in opening new stores and targeting international markets, despite the hurdles posed by Trump tariffs on Chinese goods. John also highlights the importance of innovative products and maintaining a strong workplace culture to foster customer loyalty. Her leadership approach offers a unique perspective on adapting to changing consumer habits and economic pressures.
26:17
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Quick takeaways
- Build-a-Bear's success stems from its ability to pivot towards e-commerce and diversify product offerings amidst retail challenges.
- Despite supply chain pressures from tariffs, Build-a-Bear maintains affordable pricing by diversifying sourcing strategies beyond China.
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