How do you scale a niche product and turn it into an outdoor brand loved by customers and major retailers alike? Chris McKleroy, founder of Nocs Provisions, joins host Rebecca Babicz to share the behind-the-scenes of growing his company from DTC (direct-to-consumer) success to landing in REI stores across the country. In this episode, Chris discusses wholesale strategies, e-commerce growth hacks, and how values-driven branding played a key role in Nocs' expansion. Whether you're building a physical product, exploring wholesale, or looking to refine your brand strategy, this conversation is packed with practical insights and hard-earned lessons.
Quoteables:
- "No matter how hard you’re killing it, you need to be monitoring cash flow at every stage of business." – Chris McKleroy
- "We didn’t chase REI—REI came to us. Because we stood for something." – Chris McKleroy "Your product should create more value than it consumes. Otherwise, why make it?" – Chris Chris McKleroy "A business can scale fast, but if cash flow isn’t locked in, it can crater just as quickly." – Chris McKleroy
What You'll Learn:
- The wholesale strategy that helped Nocs land in REI
- Why sales reps are crucial for retail success & how to find the right ones
- The challenges of balancing DTC, Amazon, and wholesale as a scaling brand
- How values-driven branding has been a growth driver for Nocs
- The role of social media and digital ads in supporting retail sales
- Expanding into international markets and new product categories
Key Takeaways from This Episode:
- Sales reps make the difference in wholesale – Building relationships in retail takes trust, and a good sales rep has it.
- Brand values drive retailer interest – Companies that stand for something meaningful attract strong retail partners.
- Wholesale is a different beast from DTC – Inventory forecasting, logistics, and order management require a dedicated strategy.
- Retail partnerships require ongoing stewardship – Getting into REI is just the beginning; maintaining that relationship is key.
- Scaling requires layered growth – Success comes from carefully adding new revenue streams, not just chasing every opportunity.
People and Resources Mentioned in This Episode:
Chris McKleroy Instagram
Nocs Website
Boombotix Website
REI Website
Rumpl Website
1% for the Planet Website
Connect with Becca:
Love the episode? Subscribe & leave a review to help other business owners find the show!
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.