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:
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