How to Steal $500 Million From Barkbox's Playbook - Henrik Werdelin

In this energetic episode, Charles sits down with Henrik Werdelin—creative entrepreneur and co-founder of BARK, the brand behind BarkBox—to explore how play, empathy, and identity fuel the growth of beloved consumer brands.

Henrik unpacks the origin of BARK, revealing how a deep emotional connection with customers (and their dogs) became the foundation of a company that redefined the pet industry. From building a brand with humor and heart to navigating product expansion and retail partnerships, he shares what it takes to scale without losing soul.

Together, they dive into the mindset of modern brand-building—why it’s less about product features and more about emotional experience, storytelling, and creating rituals people love.

This isn’t just a story about dog toys. It’s a blueprint for building joyful, mission-driven companies that customers don’t just buy from—but belong to.

KEY TAKEAWAYS:
-How Henrik Werdelin helped turn a love for dogs into BARK, a brand that connects emotionally with millions of pet owners
-Why building a brand identity with humor, honesty, and humanity creates lasting customer loyalty
-How BARK uses playfulness and purpose—not just product—to deepen customer relationships
-The strategy behind expanding from subscription boxes to food, wellness, and retail without losing brand soul

Head over to provenpodcast.com to download your exclusive companion guide, designed to guide you step-by-step in implementing the strategies revealed in this episode.

KEY POINTS:
01:05 – From agency life to BarkBox:
Henrik shares his early career journey—from working in creative agencies to launching BARK—and how a deep love for dogs (and branding) led to a subscription box that grew into a global DTC powerhouse.
04:18 – The emotional core of brand-building:
Henrik explains why the most beloved consumer brands lead with emotion, not just function—while Charles connects this to how BARK turned dog toys into a lifestyle and cultural connection.
07:45 – Using play as strategy:
Henrik reveals how BARK uses humor, storytelling, and personality in everything—from marketing to product design—while Charles highlights how this playful tone differentiates them in a serious, commoditized space.
11:10 – The risks and rewards of retail expansion:
Henrik reflects on BARK’s leap from DTC to retail with partners like Target, and how they kept their brand voice intact—while Charles digs into the tension between mass scale and brand intimacy.
15:02 – Bark Eats and personalized wellness:
Henrik discusses the company’s move into personalized food and health products for dogs, and how listening to customer behavior led to deeper product innovation.
19:30 – Building a brand with a soul:
Henrik emphasizes that a brand should feel like a friend, not a product—and how BARK’s success came from being obsessively human in a category most treat as transactional.
24:20 – Advice for future founders:
Henrik delivers closing thoughts on what today’s entrepreneurs get wrong: over-focusing on short-term tactics instead of building emotional equity—and why staying curious and connected always wins in the long run.