The company operationalizes "kindness" as a performance driver. It's considered kind to give employees direct feedback and help them grow valuable skills. If an employee is not contributing to the company's financial success, it's viewed as "unkind" to the overall mission of spreading kindness.
Rather than viewing retail partners as mere buyers, Beekman 1802 treated them as strategic consultants. They actively asked for guidance on scaling production, finding labs, and co-manufacturers, leveraging the retailer's expertise and vested interest in their success.
Inspired by legacy brands like Chanel No. 5, the founders named their company "Beekman 1802" after the farm's original builder and founding year. This was a deliberate choice to build a brand that could become a legacy, separate from their personal identities, ensuring it could endure beyond them.
To break through on TV retail, the founders brought live baby goats on their QVC segments. This created unpredictable, engaging television that made viewers watch entire hour-long shows to see what the goats would do, dramatically increasing audience engagement and sales.
Brent Ridge, who started his business during the 2008 recession, advises founders in today's chaotic economy to mitigate risk. He suggests either having a partner with a stable career or maintaining a side job to ensure a steady income while launching the new venture, countering the 'all-in' mentality.
Co-founder Brent Ridge personally staffed a small table at luxury retailer Henri Bendel for six straight weeks. This high-touch, in-person effort allowed him to tell his story directly, which attracted a buyer from Anthropologie and an editor from Vanity Fair, catapulting the brand's growth.
When faced with a massive 52,000-unit order they couldn't possibly fulfill, the founders turned to their local community. A post office clerk initiated a phone tree, mobilizing retired neighbors and stay-at-home moms to help wrap soap, saving the crucial deal and cementing their community-first ethos.