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The 25 Most Innovative Consumer And Retail Brands

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Our objective in creating the CircleUp25 was to honor 25 companies that are starting to change the way we live our lives—companies that influence what we eat, what we wear, and what we use every day of our lives. They are companies that lead us to decide where and how we shop. They are the most innovative consumer and retail brands that exist.  In short, they are innovative businesses that go far beyond our local farmers’ markets—they are re-inventing industries. In an effort to avoid any appearance of partiality, as mentioned in our prior post announcing the CircleUp25, we have excluded from consideration any company that has worked with our equity crowdfunding site in an official capacity.

So what did we do to select the top 25 most innovative consumer and retail companies?  We first spoke to experts in the field, including some of the best private equity firms in the world who focus on consumer and retail.  Then we talked with major strategics, polling internal innovation teams at the most successful public consumer and retail companies. We also talked with entrepreneurs, third-party data providers and industry participants. From our panel of experts we received over 200 nominations. Then we also wanted to hear from consumers.  We received almost two thousand nominations from consumers and fans through Facebook and Twitter (#CircleUp25).

Disclosure: Through Encore Consumer Capital, I am an investor in Zuke’s. Despite that, it is on this list because industry experts and fans nominated it independently.

Here are the honorees, in no particular order. Each company is innovative in its own way.

David’s Tea Inc., Montreal, Quebec

  • Why? For reminding us why tea is the most popular prepared beverage in the world. And for making tradition even more popular, today.
  • Who Did It? David Segal, a tea-loving entrepreneur, and his cousin Herschel Segal, a Canadian retail pioneer.
  • What They Have Built:  The first David’s Tea retail store opened in 2008. David's Tea opened its 100th store in 2012 and now sells more than 150 different teas.
  • Big Backers: David’s Tea investors include The Highland Consumer Fund and Chip Wilson, the founder and former CEO of Lululemon Athletica.

The Experts Agree: David’s Tea won the 2012 Tea Blogger’s Choice Awards in the Herb Blend and Single Herb categories.

Tieks by Gavrieli, Los Angeles, CA

  • Why? For reinventing the ballet flat with their high-quality portable and fashionable shoes.
  • Who Did It? Kfir Gavrieli, Dikla Gavrieli, Elram Gavrieli and Dean Unatin.
  • What They Have Built: Ballet flats that land as beautifully as they fly.
  • Reinvented: Making a better ballet flat required reinventing the shoe-making process. Each pair of Tieks is handmade from carefully selected leather. In total, the process takes 3 days and over 150 steps.

Who Has Noticed? Tieks’ shoes have been featured on Oprah’s O! List. Travel & Leisure touts them as the leading travel shoe.

Warby Parker, New York, NY

  • Why? For transforming the designer eyewear market.
  • Who Did It? Wharton MBA classmates Neil Blumenthal, Andrew Hunt, David Gilboa, and Jeffrey Raider
  • What They Have Built: In addition to a booming online business, Warby Parker opened six new showrooms in 2012.
  • Online Optics: Before Warby Parker launched, it was estimated that less than 1% of eyeglasses were being sold online. Warby Parker, by allowing customers to try on glasses before purchasing them, brought the benefits of the in-store shopping experience onto the internet and into customers’ homes.

Phone a Friend: 50% of people who visit the company's website heard about Warby Parker from a friend.  In consumer there are few better measures of success than referrals.

Back to the Roots, Berkeley, CA

  • Why? For their revolutionary approach to sustainable, grow-at-home products.
  • Who Did It? Alejandro Velez and Nikhil Arora during their last semester at UC Berkeley in 2009.
  • What They Have Built: Back to the Roots mushroom kits are sold in 1,200+ retailers nationwide. In 2012 the company started offering The Aqua Farm, a self-cleaning fish tank that also grows plants.
  • By The Numbers: In 2011, Back to the Roots helped consumers grow 250,000 lbs. of fresh mushrooms.

Who Has Noticed?  In 2010, the founders were named among BusinessWeek’s Top 25 Social Entrepreneurs. In 2012 the company received the industry’s most coveted honor as a sofiTM Gold Winner. It was also voted a Top 10 Green Company by GreenDeals.

Beyond Meat, Inc., Manhattan Beach, CA

  • Why? For developing the first plant protein that looks, feels, tastes and acts like meat.
  • Who Did It? Founder Ethan Brown, inspired by his dad’s dairy farm, has focused on clean energy while collaborating extensively with food scientists to develop his products.
  • What They Have Built: Founded in 2009, Beyond Meat’s first product, Chicken-Free Strips, was rolled out in Whole Foods Market in 2012. The company now offers a wide variety of products distributed nationally. They also recently entered into a partnership with the Tropical Smoothie Café.
  • Thinking Big: With a high-quality product, Beyond Meat is positioned to expand beyond the vegetarian and health food markets in which fake meat products have traditionally appeared. The founders are pushing to have the products sold in butcher cases worldwide.

Making a Splash: Beyond Meat has been named one of CNN Tech's 10 Startups to Watch, was a 2012 Finalist for the INDEX Design to Improve Life Award and was VegNews Magazine’s 2012 Rookie of the Year

Boa Technology Inc., Denver, CO

  • Why? For creating the Boa Closure System.
  • Who Did It? Founder Gary Hammerslag, after a Colorado winter exposed him to the shortcomings of traditional laces on snowboard boots and hockey skates.
  • What They Have Built: There are an estimated 25 million Boa-powered products worldwide, spanning the sport, medical and work categories.
  • Feet First: Boa expanded its applications beyond footwear in the late 2000s and is now featured in products like medical braces and high-performance gloves.
  • The Athlete’s Foot: 70+ Tour de France riders have worn Boa products. Renowned endurance athlete Dean Karnazes completed 50 marathons in 50 days wearing only Boa. The Boa Snowboard Team features some of the sport’s youngest stars rocking the Boa Closure System.

Chobani, Inc., New Berlin, NY

  • Why? For making great tasting, high-quality, natural yogurt.
  • Who Did It? Cheesemaker Hamdi Ulukaya, following his instincts after stumbling upon an ad for a recently-closed yogurt plant.
  • What They Have Built: In five years, Ulukaya turned a $1 million Small Business Association loan into a company with $1 billion in annual revenue.
  • At the Top: Chobani is America’s #1 Greek Yogurt and controls 47% of the US Greek Yogurt market with more than twice the market share of the Number 2 brand.

Awards Abound: Chobani won the U.S. Small Business Administration’s National Entrepreneurial Success of the Year Award for 2012 and Rabobank’s, 2012 North America Innovation in Leadership award. Ulukaya was a 2009 Forbes 40 Under 40 Honoree and was recently named Ernst & Young’s 2013 World Entrepreneur of the Year.

Dollar Shave Club Inc.,Santa Monica, CA

  • Why? For saving time and money with their subscription-based razors and bathroom products.
  • Who Did It? Mark Levine and Michael Dubin, frustrated with the existing options.
  • What They Have Built: A base of 200,000+ paying customers that should produce more than $10 million in sales, a year after launching.
  • What is Next? Expansion into additional men's grooming products. Aside from razors, Dollar Shave Club currently offers shave butter and moist wipes.

Audacious Advertisers: 12,000 people reportedly signed up for the service within 48 hours of the company’s release of “Our Blades Are F***ing Great” on YouTube. The video has been viewed over 10 million times and won Best Out-of-Nowhere Video Campaign at the 2012 AdAge Viral Video Awards.

KeVita® Inc., Ventura, CA

  • Why? For providing health-seeking consumers with a delicious, vitalizing, probiotic drink.
  • Who Did It? Bill Moses and Chakra Earthsong Levy
  • What They Have Built: KeVita’s organic, non-GMO, gluten free, vegan sparkling probiotic drinks are available in more than 3,500 stores nationwide.
  • Probiotic Punch: Each of the company’s ten flavors has more probiotics than kombucha or yogurt.
  • Just The Beginning: At the end of 2012, KeVita’s was on track to grow its revenue 100% on a year over year basis including 35% year over year same store sales growth.

KIND LLC, New York, NY

  • Why? For their all-natural, whole nut and fruit bars made from ingredients you can see and pronounce.
  • Who Did It? Social entrepreneur Daniel Lubetzky, who was one of TIME Magazine’s 2009 25 Responsibility Pioneers and has been named one of BusinessWeek’s Most Promising Social Entrepreneurs.
  • What They Have Built: Kind’s retail distribution has grown from 1,000 doors in 2004 to 80,000 doors in 2013.
  • Perfecting Packaging: Kind’s clear packaging, exposing whole, natural ingredients helped it disrupt the industry when it first appeared on shelves in 2004.

Awarded: KIND has won numerous prestigious awards from experts in health, food and social responsibility.

Krave Pure Foods, Inc., Sonoma, CA

  • Why? For making beef jerky good. Finally.  Really good.
  • Who Did it? Jonathan Sebastiani, one of a long line of wine makers, while training for a marathon.
  • What They Have Built: Krave started as a business plan for one of Sebastiani’s MBA classes. Today, Krave is sold in more than 6,000 retail outlets nationwide.

What is Next? In 2012, Sebastiani predicted that 2013 sales would top $10 million. He also reported that the company is experimenting with other products.

Philz Coffee Inc., San Francisco, CA

  • Why? For being the original one-cup-at-a-time brewer. 
  • Who Did It? Phil Jaber experimented with coffee blends for 25 years before offering single-serving coffee in his  corner grocery store.
  • What They Have Built: Following the success of its original location (Phil stopped selling groceries to focus on coffee), Philz’s quickly expanded and now operates 13 stores in the San Francisco Bay Area.
  •  What Is next? Philz’s recently secured an eight-figure investment from Summit Partners to fuel expansion outside of the Bay Area.
  • On Not Seeking Space: Phil's son Jacob, the company’s CEO, reports never having approached landlords when seeking space for retail outlets. They all come to him.
  • Friended By Facebook: In 2011, Philz was invited to open an outlet on Facebook’s corporate campus. Philz’s beans are featured in Whole Foods and distributed to Google’s cafeterias.
Quinn Foods, LLC, Woburn, MA
  • Why? For cleaning up microwavable popcorn, inside and out. 
  • Who Did It? Coulter and Kristy Lewis, looking for a better alternative for their son, Quinn.
  • What They Have Built: Quinn’s started from the outside by creating a bag that was grease-proof, compostable and free of chemical coatings. Then they filled them with better-for-you, better-tasting microwavable popcorn.
  • Who Has Noticed? Prevention Magazine just listed Quinn in their 100 Cleanest Packaged Foods Awards, and the popcorn was one of Natural Food Merchandiser’s 2012 Favorite Food and Beverage Products.

Popping Up Everywhere: Quinn popcorn offers 7 flavors and is sold in hundreds of stores nationwide.

Kensington & Sons, LLC, New York, NY

  • Why? For creating better-tasting, better-for-you, condiments. 
  • Who Did It? Mark Ramadan and Scott Norton, initially from their dorm room at Brown.
  • What They Have Built: Sir Kensington’s now offers two types of ketchup and mayonnaise, made from natural ingredients distributed 1000+ retail stores across the country.
  • sofiTM’s Choice: Kensington & Sons was a 2013 Finalist in sofiTM’s Outstanding Shelf-Stable Foodservice Product category.

Forbes Foodies: Ramadan and Norton were recognized in “Forbes 30 under 30: Food and Wine”.

Breakthrough Products, Inc., Denver, CO

  • Why? For curing what ails us.
  • Who Did It? Jordan Eisenberg, having already started and sold two other companies and licensed a life-saving medical device invention.
  • What They Have Built: UrgentRX’s single-use, powder packs are sold in more than 2,500 stores nationwide. The company has plans to expand its retail presence to 20k-25k locations by the end of the year.
  • Literal Life Saver: Within days of being on the market, the product was recognized for saving the life of a heart attack victim at Vail Ski Resort

Beyond The Common Cold: Initially developed for heart attack victims, UrgentRX fast-acting powders provide relief for six ailments including headaches, aches and pains, allergies, heartburn and upset stomach.

Abe’s Market, Co., Chicago, IL

  • Why? For offering the online marketplace natural, organic and eco-friendly products. And for providing stories connecting the people who make products to their consumers.
  • Who Did It? Friends and natural product enthusiasts Richard Demb and Jon Polin. Demb was an investment banker before he founded Dale and Thomas Popcorn (Popcorn Indiana). Polin is a veteran brand manager who ran campaigns for Capital One and Clorox.
  • What They Have Built: An online platform that offers more products and brands than traditional brick and mortar retailers. Currently, Abe’s sells over 11,000 products on behalf of more than 1,000 vendors.

Active Expansion: In addition to expanding its online inventory, Abe’s recently launched Abe’s Services, which gives Chicago-based customers the opportunity to discover and book the city’s best healthy living services.

Curves International, Waco, TX

  • Why? For making fitness fun.
  • Who Did It? Gary and Diane Heavin
  • What They Have Built: The Guinness Book of World Records’ World’s Largest Fitness Center Franchise. It has locations more than 90 countries.
  • 30 minutes is all it takes: Millions of members worldwide.
  • In 2011, Curves Topped CNBC’s list of 10 Ideas that made $100 million.

Fat Franchise: The Guinness Book of World Records lists Curves as The World's Largest Fitness Center Franchise. The company has topped numerous other franchise lists, including Entrepreneur Magazine’s and Franchise 500 and the American Association of Franchisees and Dealers.

Sprinkles Cupcakes, Beverly Hills, CA.

  • Why? For creating the cupcake craze.
  • Who Did It? Investment banker turned pastry chef Candace Nelson.
  • What They Have Built: Sprinkles has 12 locations in the US, operates the world’s first cupcake truck, and sells cupcake mixes at Williams-Sonoma.
  • Desert Domination: Sprinkle’s expanded beyond cupcakes in 2012 when it opened Sprinkles' Ice Cream outlets. The company has also opened locations in London, Tokyo and Kuwait.

Let Them Eat (Cup)cakes: Oprah Winfrey, Barbara Streisand, Tyra Banks, Katie Holmes, Paris Hilton, Blake Lively, Ryan Seacrest, Tom Cruise, and Jake Gyllenhaal are among Sprinkles’’ celebrity customers.

KONG Co., Golden, CO

  • Why? Because it’s not just a toy, it’s a KONG.
  • Who Did It? Joe Markham invented the Kong in the 1970s, thinking his dog needed an alternative to chewing rocks. John Nelson and Joe have since helped build the business into a pet powerhouse.
  • What They Have Built: A company that has sold more than 50 million pet toys worldwide

Going global: KONG employs over 200 people in offices across the globe and boasts 360 products sold in 66 countries.

EVOL Foods, Boulder, CO

  • Why? For better burritos (and a lot more).
  • Who Did It?  Brendan Synnott and Tom Spier, of Bear Naked Granola fame in collaboration with Phil Anson.
  • What They Have Built: EVOL just inked a deal with Target to distribute their products in 1,600 locations. EVOL products are now available in more than 10,000 stores across the country.
  • “Inc’d”: EVOL Foods was one of Inc.’s 5,000 Fastest Growing Companies, Top 100 Food and Beverage Companies and Top 100 Colorado Companies in 2012.

Freezer First: In January 2013 EVOL became the #1 Fastest growing  brand in the frozen meat entree category

Zuke’s Treats, Durango, CO.

  • Why? For healthy hounds and chipper cats.
  • Who Did It? Patrick Meiering, upon realizing that pets need healthy, all-natural treats just like humans do.
  • What They Have Built: It started with the first-ever energy bar for dogs. Zuke’s now offers an extensive assortment of healthy pet treats.
  • Out in Front: Petfood Industry reports that organic pet food sales are growing faster than human organic food sales. Packaged Facts anticipates the U.S. pet supplements industry will be worth $2 billion by 2015.

Going Green: Zuke’s entire crunchy treat line is made in a production plant powered by 100% wind energy. The line has eco-friendly packaging and the company’s offices are powered by 100% green electricity

CytoSport (Muscle Milk), Benicia, CA.

  • Why? For wanting to pump us up. And making sports nutrition cool again.
  • Who Did It? Father and son team, Greg and Mike Pickett.
  • What They Have Built: The winner of the Small Company of the Year Award at the 16th annual Beverage Forum now manufactures a wide variety of sports-oriented nutritional products as well as ready-to-drink protein supplement, Muscle Milk.

Outmuscling the competition: Estimated sales of Muscle Milk products have exceeded $200 million annually in recent years, more than 7x sales of PepsiCo’s Gatorade Recovery.

Drybar Holdings LLC, Los Angeles, CA

  • Why? Because, let’s face it, it’s impossible to recreate that just-walked-out-of-the-salon look at home.
  • Who Did It? Alli Webb—mother, professional stylist and former public relation specialist.
  • What They Have Built: $20 million+ sales business with more than 20 salons in 6 states.
  • Mightier Margins: Drybar’s outlets reportedly net 15% - 35% versus 11% for regular salons.
  •   Heating Up: Revenues increased more than 12x from 2010 to 2012 when they reached $19 million. They are hoping that 2013 revenue will be twice that.

She’s Number 1 (And Then Some) Drybar recently served up its 1,111,111th blow dry.

Suja Juice, San Diego, CA

  • Why? Because not all juices are created equal.
  • Who Did It? Eric Ethans and Annie Lawless spurred by their passion to help people transform their lives through nutrition.  
  • More than the doctor ordered: Suja's raw juice blends are cold pressed by hand. Each bottle has a whopping 2-3 pounds of fruits and veggies inside.

One Year Wonder: In less than a year, Suja grew from a home delivery business to being distributed in 11 of Whole Foods’ 11 national regions.

Sahale Snacks, Inc., Tukwila, WA

  • Why? Because on-the-go snacking has never been better.
  • Who Did It? Edmond Sanctis and Josh Schroete, long-time friends and former media mavens who hatched the plan while hiking up Mount Rainier.
  • Enduring Eats:In 2006 Sahale Snacks was the #1 best-selling natural trail mix in the U.S., a ranking it continues to hold today.
  • Salty sensations: Sahale’s Pomegranate Pistachios were just crowned the winner of Sweet & Snacks Expo’s Most Innovative New Product Award in the Salty Snacks category.

National Nuts: Sahale’s products are available in thousands of outlets nationwide. Retailers range from natural food and recreation stores to cafes, wine and gift stores, health clubs and spas.

CircleUp25 Fans Choice Award: There were a select few companies that clearly stood out as getting amazing support online. These are also companies that we currently do not have a formal relationship with here at CircleUp.

Tiesta Tea---Fan’s love this company’s all-natural, loose leaf tea blends and unique sales approach. Tiesta’s tea blends are categorized by their effects on the consumer (Energizer, Relaxer and Immunity, for example), and each blend’s flavor profile is printed on the package, making their blends approachable to connoisseurs and newbies alike.

Bohemian Guitars---Inspired by the resourcefulness of musicians in their hometown of Johannesburg, South Africa, brothers Adam and Shaun Lee began making electric guitars from repurposed oil cans in 2012. A less expensive and unique alternative to traditional guitars, Bohemian Guitars are now available in both branded and vintage styles on the company’s website.

J&D Enterprises---Make bacon-flavored everything. That’s what Justin Esch and Dave Lefkow  sought out to do when they founded J&D Enterprises in 2007. Though they’ve largely stuck to that theme with the success of products like Bacon Salt, Baconnaise, Bacon Lip Balm, Bacon Popcorn and Bacon Lip Balm they’ve also expanded into other flavor lines including Sriracha Popcorn and Ketchup Salt.

Dent Chew Brush LLC---John Gallager’s single-use, all in-one edible toothbrush was designed based on his experience as a military medic. Originally intended for people with limited use of their arms and hands, the Dent-Chew Brush offers a comprehensive oral hygiene solution with the potential to benefit people across the globe who have limited access to traditional hygiene methods.

Eddie Borgo---Eddie Borgo got his start creating one of a kind jewelry pieces for stylists like Tabitha Simmons, Camilla Nickerson and Patti Wilson. In 2008, he was asked to create jewelry for a Phillip Lim’s show, at which point he launched his namesake collection. His initial collection of costume, rock and roll, and New York inspired jewelry was first available at Bergdorf Goodman, Colette in Paris, Harrod’s and Lane Crawford in Hong Kong. Today, the collection is sold at over 100 retailers worldwide. Borgo’s designs have earned him recognition as the 2011 CFDA Swarvoski Award for Innovation in Accessory design as well as a co-recipient of the first ever CFDA/Vogue Tiffany & Co. development grant.

Congratulations to all of the companies that have earned a spot in the inaugural CircleUp25.  And thank you to all industry experts and fans for voting-the response to our effort to celebrate innovation in consumer was amazing.  There are so many incredibly innovative consumer and retail companies and we look forward to celebrating them in Disrupting Finance.