DTC Podcast Ep 531: The TikTok Strategy, Tariff Setback, and Product Pivot Behind Plufl’s Growth
Aug 4, 2025
Yuki Kinoshita, co-founder of Plufl, an innovative direct-to-consumer brand known for its human dog bed, shares insights on rapid growth and strategic pivots. He discusses navigating an $8M tariff setback while maintaining stable prices and the successful launch of new products like the Hugl cooling pillow. Yuki emphasizes the importance of leveraging TikTok creators for cost-effective marketing and using customer feedback to guide product innovation. With lessons from Shark Tank and retail challenges, he provides valuable strategies for fellow DTC founders.
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Viral Start Attracted Knockoffs
- Plufl's viral start exposed it to thousands of knockoffs, making it a challenging growth path.
- Being Google's top 100 trending gifts helped boost visibility across many gift guides.
Tariff Setback & Manufacturing Challenges
- Plufl faced an $7-8M retail setback due to a 145% tariff from China, halting major retail orders.
- They explored manufacturing in Vietnam and the U.S., but tariff uncertainties stalled retail holiday launches.
Vietnam Manufacturing Cost Realities
- Vietnam labor is cheaper but manufacturing is costly due to material origins and equipment investment.
- Materials come from China regardless of production location, increasing costs beyond labor.