Treyd Secrets: Supply, Sales and Scaling

In this episode of Treyd Secrets, we meet Rima Suppan and Morgan Mixon, who turned a “sad beige” essential into a fast-scaling subscription brand. Peachies is the new-generation premium nappy brand redefining what’s possible in one of the most commoditised, unglamorous categories out there. But behind the 10× hyper-growth is something deeper: discipline, design, data, and supply-chain sophistication. This episode is packed with practical insights for anyone building a physical product brand. We go from six-figure MOQs and manufacturing complexity to forecasting models, LTV/CAC mastery, human-centric service, “big pant energy,” and the art of staying focused while everything around you accelerates. Tune in – and learn how Peachies built hyper-growth from the bottom up. Highlights: 01:10 – What Peachies is and why they’re reinventing nappies 03:00 – The founder origin story and early insight from parents 05:40 – Why performance is the most important product feature 07:20 – 18 months of R&D: tearing apart every nappy on the market 09:20 – Making their first six-figure inventory bet as new founders 13:15 – Combining gut feeling and data to make decisions 17:30 – How recurring revenue transforms forecasting and cash flow 19:30 – Cracking sizing & forecasting: the “oracle” of operations 22:45 – Supply chain chaos: stockouts, missed ports, and staying calm 26:20 – Scaling the team: supply vs demand and bringing in a CFO 31:40 – The metric that rules everything: LTV/CAC mastery 36:20 – Connection at scale with AI 38:50 – Bold brand moments and making parents feel seen 49:30 – Their #1 Treyd Secrets Produceras av More Than Words

Growing like a tech company has some to do with the tech, and a lot to do with the culture. In this episode, host Peter Beckman and guest Dave Morrissey (ex TikTok, ex Meta – now author of Grow Like Tech), discuss mindset, culture and the why of brands. Drawing from +15 years experience in tech and e-commerce/retail – ranging from startups to big tech – Dave found himself with a lot of knowledge on growth strategies from the tech world. Specifically, he saw what any scaling business could do to grow ”the tech way”. He ended up compiling it all together into the founders playbook ”Grow Like Tech”. Besides a published author, Dave’s also a keynote speaker and growth consultant for scaling brands. Get Dave’s three most important personality pillars for success, and hear why serving the human to scale the business is the way to go. A hot topic in Treyd Secrets is how marketing and finance people can get on the same page, and this episode is not an exception. The discussion Dave’s referring to can be found here: https://open.spotify.com/episode/7jY8QmnaJJcYsEk8WtqR9y?si=3fiL9GfIQ72m6j2989PHQw Highlights: 01:10 – Principles and mindsets from the tech world 03:40 – The three most important pillars of a growth mindset 13:10 – Being human-centric (Serve the human to scale the business) 13:40 – Having that why as a business and the three bricklayers story 17:00 – How to hire for success (and how Google does it) 21:00 – All companies start somewhere 24:00 – Differences between Facebook and the tech Swiss Army knife TikTok  29:00 – Why every brand should be an entertainment or content machine 32:20 – How marketers should talk to finance people 41:00 – The speed of media consumption today 43:10 – Dave Morrissey’s number one trade secret

What is really a good contribution margin? And how should e-com businesses improve their forecasting this quarter? What are the four most important metrics to track for e-com businesses? All of this and more in this episode, where Peter Beckman sits down with Thomas Gleeson, co-founder of Storehero. Thomas shares his unique journey from running Facebook ads for his mom’s webshop in rural Ireland, to building profit dashboard StoreHero. Before even having a word for it, he was tracking contribution margin. And when he later founded Storehero, he wanted to help brands cut through vanity metrics like ROAS and focus on true profitability. Together, they deep dive into the importance of contribution margin (and why to move on from ROAS land), why media buyers are really your biggest investors, and how marketers can win by thinking more like finance people. Tune in to this episode of Treyd Secrets to get practical benchmarks, and the founders’ framework that sets your e-com business up for success.  Highlights: 01:30 – From family webshop to StoreHero: Thomas’s origin story 03:40 – Why contribution margin beats ROAS as your North Star 07:08 – The “hidden investor” in your P&L: ad buyers and agencies 10:40 – Benchmark for a healthy contribution margin 13:50 – Why the best marketers today think like finance people 15:20 – Why contribution margin impacts every part of operations, from supply to cash flow 22:10 – Using forecasting backwards: setting profit goals before ad budgets 43:10 – How to plan for the make it or break it quarter 47:40 – The four key metrics to include in the founders dashboard 48:50 – The most common decision that e-com brands should rethink in September 49:20 – How to improve your forecasting this quarter 50:05 – Thomas Gleeson’s number one trade secret Produced by More Than Words

Scaling a food brand in FMCG is notoriously tough—breaking into major grocery chains from day one? Nearly impossible. But that’s exactly what Daniel Warence, CEO of Mino Market, did. In this episode of Treyd Secrets, Daniel shares how Mino bypassed the traditional slow-burn retail journey and went straight to national distribution. He breaks down the high-stakes strategy behind securing retail partnerships, the supply chain chaos of scaling fast, and why getting listed is just the beginning. How Mino landed on Sweden’s biggest grocery shelves in under a yearWhy do store managers, not retailers, control your shelf spaceThe hidden psychology of in-store sales and how social media influences shopping behavior This episode is a must-listen for anyone in retail, FMCG, or brand-building, packed with raw insights on what it really takes to scale a high-growth consumer brand.

In this conversation, Magnus Grimeland, Founder and CEO of Antler and co-founder of Zalora, shares his inspiring journey from the Norwegian Navy to global entrepreneurship. He discusses the challenges of scaling businesses internationally, the importance of hiring local leaders, and the grit required to overcome marketplace hurdles. Magnus provides insights on navigating payment systems in emerging markets and highlights the need for diverse teams. His trade secret? Building resilient teams that can adapt and thrive across borders.

For businesses, being “investment-ready” can unlock the next stage of growth. In this episode of Treyd Secrets, we talk to Aida Jammal, a top product brand investor at eEquity, known for backing successful brands like iDeal of Sweden, NA-KD, and CHIMI. Aida shares key insights on what it takes to build and grow a business that attracts investors in today’s evolving retail landscape. Listen in on the essential metrics investors look for—like gross margins, inventory turnover, and marketing efficiency—and get actionable advice for preparing your business for fundraising. Whether you’re thinking about raising capital or fine-tuning your strategy, this episode offers practical takeaways to help you succeed. Produced by More Than Words

Effective inventory management can make or break a business”, says Axel Bukowski, CEO of co-founder of Madden Analytics. So let’s explore the intricate world of inventory planning in this episode of Treyd Secrets, packed with actionable insights. Discover how Madden Analytics is helping brands like Djerf Avenue, Chimi, and Asket make smarter, data-driven inventory decisions that drive growth and profitability. Axel shares learnings from his journey through the fashion and consumer goods industries, discusses the critical KPIs every business should track, and explains how proper inventory management can be the difference between success and failure. Timestamps 00:27 - Why inventory planning matters04:08 - Axel’s journey: BCG to Madden Analytics07:08 - Eyewear lead time challenges12:11 - The impact on cash flow18:47 - In case of poor inventory turnover27:52 - Must-know inventory KPIs34:04 - DTC & wholesale, two different playbooks41:15 - Man vs machine in forecasting44:12 - Axel’s top Treyd secret

Join us on this episode of Teyd Secrets as we delve into the art of modern fashion brand building with Sebastian Brännen, Brand Creative Director at Chimi. Discover how Sebastian transformed Chimi from a sunglasses startup to a multifaceted fashion brand. Learn about the principles of "dopamine culture," the importance of unexpectedness in brand strategy, and the secrets behind their successful collaborations. Whether you're a branding enthusiast or a retail professional, this episode is packed with invaluable insights you won't want to miss. Timestamps: 00:26 Defining a brand: Easy to understand but hard to ignore04:37 The appeal of Chimi and its unique brand energy10:04 Founding principles: Influence of Chimi's core collection today12:00 The impact of the pop culture-fashion connection on Chimi17:29 Timelessness vs. trends19:00 Feeding off local cultural movers27:14 The evolving purpose of retail spaces in fashion branding31:50 Dopamine culture and its impact on Chimi's strategy45:49 Future of Chimi: Innovations and goals for the brand50:01 Sebastian's number one trade secret for successful branding

The plant-based food industry is booming, and we caught up with Sara Berger, CEO of Sproud, “the alternative to the alternative” in dairy alternatives. Discover Sproud's relentless commitment to taste, health, and sustainability while navigating the challenges of scaling a new brand in a fiercely competitive market. Sara explains the ins and outs of the food industry, from distribution to branding, and how young consumers are driving innovation in the space. Timestamps: 00:55 Sara’s background and the Sproud story03:30 2022 wins and Sproud’s European playbook04:25 +30 country expansion and operation 07:30 Scaling a food brand in a world of giants15:00 Young consumers and next gen plant-based 19:30 Planetary boundaries and food innovation22:40 From Big Corp to mission-driven scaleup25:25 The customer feedback-loop challenge for wholesale29:45 Why the Pea protein is the hero of the product 31:00 Sparking brand emotion 33:50 Achieving profitability in the food space 38:08 Sara’s number one trade secret: Keep it simple 

Mantle has achieved cult status in the skincare industry, but like every success story, the journey to getting there was filled with challenges, grit, and a keen ear for customer feedback. We sat down with Josefin Landgård, CEO and co-founder of Mantle, to hear about her entrepreneurial journey, which also includes co-founding the healthcare unicorn Kry. The episode dives into the success of Mantle, from tech-inspired product development, to building a love brand to securing VC funding in trying times.  Timestamps: 01:15 Josefin’s entrepreneurial journey04:45 Disrupting healthcare at unicorn Kry06:40 The Mantle story and mission09:20 The pandemic inception of Mantle16:05 Sprint to skin: tech-inspired skincare development21:00 Building loyalty and a love brand23:40 Sourcing the right ingredients 26:40 Finding the right suppliers27:39 The diverse Mantle channel mix30:00 Nailing VC funding against all odds34:30 The future of Mantle35:20 Josefin’s number one trade secret