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Brad Black: EO Products succeeded by simply not going out of business

Brad Black · EO Products: Susan Griffin-Black & Brad Black · Jul 15, 2019 · at 53:46

EO Products co-founder Brad Black reflects on how he and co-founder Susan Griffin-Black bootstrapped and sustained their natural personal care brand through extreme resilience.

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“We're not such great business people. We're really great not going out of business people. We haven't had the luxury to go out of business or not to make it work. There's never been a choice not to be successful, not to make it work.”

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More from Brad Black

Assertion Not checkable as stated
EO Products founders lacked financial stability for their first 18 years
“You know, we did not have, we didn't have money really for the first 15 to 18 years.”
Brad Black Jul 15, 2019 ▶ 33:09 EO Products: Susan Griffin-Black & Brad Black
Assertion Not checkable as stated
Bloomingdale's only ever placed a single order with EO Products
“It crushed it, but crushing it from the other side, I think they ordered once.”
Brad Black Jul 15, 2019 ▶ 32:26 EO Products: Susan Griffin-Black & Brad Black
Disclosure
EO Products lowered prices by simplifying formulas and cutting profit margins
“We use many of the same ingredients, however, instead of using a rose, essential oils, we may keep it to citrus. Or instead of putting in a lot of extracts, which are expensive as well, we would, you know, do a much smaller amount. So we simplified formulas. I…”
Brad Black Jul 15, 2019 ▶ 49:48 EO Products: Susan Griffin-Black & Brad Black
Assertion Not checkable as stated
Brad Black's early activewear brand sold to Nordstrom but never profited
“We would peddle our wares, and we sold to Nordstrom, and we sold to the hardcore rock climbing shops, yet we didn't really ever make money”
Brad Black Jul 15, 2019 ▶ 5:39 EO Products: Susan Griffin-Black & Brad Black
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