Covet and Mane's Selective Distribution
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A woman built a multi-million dollar hair extension business (Covet and Mane) by creating an exclusive distribution model for high-quality hair extensions through beauty salons, using community building and selective partnerships.
Key Points:
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Business Evolution:
- Started helping parents' beauty supply store
- Pivoted from direct online sales to B2B distribution model
- Initial investment: $100-150k
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Distribution Strategy:
- Created invite-only system for beauty stores
- Limited inventory to maintain exclusivity
- Carefully onboarded partners to ensure quality control
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Marketing Approach:
- Hosts meetups for beauty supply store owners
- Provides business education and best practices
- Uses events to identify potential new partners
- Focuses on building community among salon owners
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Business Performance:
- Year 1: $4 million in revenue
- By Year 2: Tens of millions in revenue
- Only 6 full-time employees
- Uses 2-3 agencies for additional support
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Product Sourcing:
- Sources real hair from India and China
- Premium product selling for $500-3,000
- High-quality extensions that salons can resell
Sam Parr
Host of MFM and fitness influencer
Sam Parr is a serial entrepreneur and business media pioneer.
In 2016, he founded The Hustle, a business news media company that started in his kitchen with just $12 and grew to eight figures in revenue.
Sam led the charge in making newsletters popular when few believed in their potential.
After four successful years, he sold The Hustle to HubSpot, a publicly traded company. Now operating as HubSpot Media, The Hustle reaches 3 million readers daily, employs a team of nearly 100, and has been the launchpad for dozens of its staff to found their own media companies and newsletters.
Sam remains the host of the popular business podcast, My First Million, and continues to start and sell companies. He also co-founded Hampton, a highly vetted community for entrepreneurs, founders, and CEOs, and teaches people to write better through his platform, Copy That.