Automated Pet Food Business

Nick built a multi-vertical FMCG (Fast Moving Consumer Goods) empire by disrupting established duopolies through automation, innovation, and digital marketing. He expanded from toys into multiple verticals including diapers, beauty, pet food, and home care.

Core Strategy

• Disrupt categories dominated by 2-3 major players (duopolies/monopolies)
• Build automated factories to control production and costs
• Focus on either price/performance or pure innovation depending on category
• Use targeted digital advertising to reach customers efficiently
• Deliver better margins to retail partners than incumbents

Key Verticals & Approaches:

• Diapers:

  • First to bring China-made diapers globally
  • Built 4 billion diaper capacity factory
  • Leveraged China's advanced diaper technology
  • Focused on price/performance advantage

• Beauty (Monday Brand):

  • Focused on design and creative
  • Dominated TikTok as #1 haircare brand
  • Built integrated factory with all capabilities in-house
  • Hired L'Oreal/Unilever formulation specialists

• Pet Food:

  • One brand (Bulqers) drove 30% of US cat treat growth
  • Started with young entrepreneur from NZ
  • Building momentum in market

• Additional Verticals:

  • Home care: Building multiple brands
  • Confectionery: In development
  • Supplements: Mixed results, sold Kardashian brand (Dose & Co)

Business Scale:

• Over $2B in revenue
• 25-30% year-over-year growth
• Privately held
• Each vertical projected to exceed toy division within 2-3 years