Last year we evolved our business model to focus on acquiring Shopify-based home goods brands to the Pattern Brands family. Being a startup means operating with conviction and believing in a vision, and we acted on this by acquiring two incredible brands in 2021, including GIR. Let's explore how the past year has gone. 🗓
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Over 100% increase in EBITDA
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200% year-over-year revenue growth on Amazon
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Scaled wholesale into a multi-million dollar business
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Increased in-stock rates to over 95% from 65%
Founder Story
Samantha Rose founded GIR in 2012 after searching endlessly for a one-piece spatula with a handle as indestructible as the blade. After hand-carving the first silicone mold herself and fulfilling one 10-piece order for family members, her business quickly grew into a 10,000 unit manufacturing operation, crowd-funded by thousands of home chefs. Her patented kitchen tools business grew to include over 50 products, offering home chefs everything from baking sets to tea towels. After eight years of leading her business, Sam and her husband Brian were ready for their next venture but did not want GIR’s journey to end: They had a bigger vision.
FROM THE FOUNDER 💌
“In working with the team at Pattern Brands, we found another group of people who believe in getting it right. As we talked about our vision for the company, it became clear that we had found kindred spirits. The story of GIR is the pursuit of an ideal, and we saw our own relentless drive mirrored back to us by Pattern Brands — the enthusiasm, the desire for a challenge, and the deep satisfaction of repeatedly delighting customers year after year.”
Samantha Rose Founder, GIR
HOW WE DID IT 🔮
We used Pattern Brands’ infrastructure and repeatable processes to connect more home chefs to GIR’s standout kitchen products. We prioritized profitability at the outset, positioning the brand to grow sustainably and weather different retail cycles. By building a close relationship with Sam, we elevated her vision for the GIR brand across each customer touchpoint. We have taken a world-class product and strengthened every moment in the customer journey: from wholesale to Amazon to DTC, from customer service to delivery, from product concept to marketing, and from social media to site merchandising.
OUR APPROACH 🔮
1. Put the brand first
Doubled down on the core values and codified them by expanding the identity and brand guidelines, while staying true to Sam’s vision
Scaled volume, versions, and locations of marketing campaigns with our in-house design and marketing team
2. Shared technology, operations, and infrastructure
Re-platformed the website and product catalog onto a unified technology platform
Consolidated logistics across a single 3PL network
Expanded manufacturing to 2x capacity on core SKUs
Utilized predictive inventory forecasting to grow in-stock rates from 65% to over 95%
3. Multi-channel expansion
Expanded into national wholesale partnerships, including Trader Joe’s and Target
Leveraged Pattern Brands’ sales network to reach new top tier retailers across the country
Scaled DTC through a full-funnel advertising strategy developed by Pattern Brands
Grew Amazon sales 200% by re-launching GIR’s presence through new creative content and paid ads
4. Consumer-driven product development process
Launched new products, including limited edition cutting boards, the quad chopper, and tea towels
Introduced 12 new colors with feedback and interest across social media and micro-influencers
Incubated, tested, and launched new bundles and pricing strategies
5. One consumer experience
Unified the brand to the broader Pattern Brands portfolio on patternbrands.com
Married GIR’s thoughtfully designed silicone products seamlessly with Pattern Brands’ mission of helping consumers create a home that turns routines into rituals and helps people find enjoyment in the everyday
IN CONCLUSION 🕰
It's been an incredible year overseeing GIR, and we're excited for many more to come. We couldn't be more thankful the founding team at GIR, as well as our team for stewarding us forward. - Pattern Brands 🏡
About Pattern Brands: Start on Shopify, Graduate to Pattern Brands. At Pattern Brands, we're pioneering the next generation family of brands for consumers. We’re acquiring and growing leading Shopify home businesses, and would love you to join us. Let’s talk!
