Unlocking Growth: Strategies and Challenges

Unlocking Growth: Strategies and Challenges

Table of Contents

  1. Introduction
  2. Company Overviews
    1. SoCo Glam
    2. Greats
    3. Snow
  3. Challenges of Growth
    1. Raising Capital
    2. Determining the Pace of Growth
    3. Predicting Demand Spikes
  4. Planning for Growth
    1. Bootstrapping vs Venture Capital Funding
    2. Choosing Venture Capital Funding
    3. The Benefits of Bootstrapping
  5. Customer Acquisition Strategies
    1. Organic Growth
    2. Building a Brand Community
    3. Public Relations
    4. Digital Advertising
  6. Successes and Challenges with Customer Acquisition
    1. Scaling a Business
    2. Branding and Marketing
    3. Developing a Creative Team
  7. The Power of PR
    1. Hiring for Success
    2. The Importance of Talent Acquisition in Growth
  8. Supply Chain and Logistics
    1. The Complexities of Supply Chain Management
    2. Forecasting Demand
    3. Overcoming Supply Chain Challenges
  9. The Acquisition of Greats by Steve Madden
    1. Benefits of the Merger
    2. The Path Forward for Greats
  10. Conclusion



The topic of growth is one that is always of interest to businesses looking to expand and thrive. In this article, we will be diving into the world of growth with a focus on three different brands, SoCo Glam, Greats, and Snow. Each of these brands has experienced significant growth in their respective industries and will provide valuable insights into the challenges they faced and how they overcame them. We will also explore different strategies for customer acquisition, the power of public relations, the importance of talent acquisition, and the complexities of supply chain and logistics. Additionally, we will take a closer look at the recent acquisition of Greats by Steve Madden and what it means for the future of the brand. So let's dive in and explore the exciting and ever-evolving world of growth in the business landscape.

Company Overviews

Before we delve into the challenges and strategies for growth, let's take a moment to familiarize ourselves with the three brands we will be discussing.

SoCo Glam

SoCo Glam is a destination for Korean beauty and skincare products. The brand encompasses a content site called The Clog and their own product line known as Then I Met You. With a passion for sharing the latest trends and techniques in Korean beauty, SoCo Glam has become a leading authority in the industry.


Greats is a digital-native footwear brand that prides itself on delivering high-quality sneakers to its customers. Founded by Ryan Babbage, the brand focuses on creating timeless designs while embracing the advantages of digital marketing and e-commerce.


Snow is on a mission to revolutionize the home goods industry. Starting with home essentials such as bed linens, bath linens, and tabletop items, Snow offers luxury-quality products at an accessible price point. The brand is dedicated to simplifying the shopping experience for home goods and making it more enjoyable for customers.

Challenges of Growth

One of the biggest challenges companies face when it comes to growth is raising capital. This is an issue that all three brands have encountered in their journey. Determining the pace of growth is also a challenge, as it requires careful consideration of factors such as market demand and available resources. Additionally, predicting demand spikes can be difficult, especially when entering new categories or launching new products. The brands we are exploring today have all experienced the need to adapt and find creative solutions to these challenges.

Planning for Growth

When it comes to planning for growth, companies must decide whether to bootstrap or seek venture capital funding. Both approaches have their pros and cons, and the decision ultimately depends on the unique circumstances of each business. For SoCo Glam, bootstrapping was the preferred method, allowing the founders to maintain control over their business. On the other hand, Greats and Snow opted for venture capital funding to fuel their growth and take advantage of additional resources and expertise.

Customer Acquisition Strategies

Acquiring customers in the early days of a business is crucial for establishing a strong foundation. Our featured brands employed various strategies to acquire customers, ranging from organic growth to targeted digital advertising. SoCo Glam relied heavily on organic growth, leveraging its strong presence in the Korean beauty community to attract customers. Greats initially focused on building relationships and engaging with the sneaker community, which propelled their early success. Snow utilized a combination of experiential retail and digital marketing to create a brand that resonates with customers.

Successes and Challenges with Customer Acquisition

As the brands grew and established their customer base, they faced new challenges and successes. Greats, in particular, experienced the impact of celebrity endorsement when Ryan Reynolds was spotted wearing their sneakers. This unexpected event led to an immediate increase in demand and presented new challenges for forecasting and meeting customer expectations. Additionally, the rise of digital advertising has increased competition and raised the cost of acquiring customers. Brands must constantly evaluate their strategies to stay ahead in a rapidly evolving digital landscape.

The Power of PR

Public relations played a significant role in the growth of these brands. Through strategic PR efforts, they were able to generate buzz, attract media attention, and build brand awareness. SoCo Glam and Snow, in particular, had success with PR efforts centered around their unique value propositions and the stories behind their brands. Utilizing PR to establish credibility and reach key target audience touchpoints has proven to be a valuable strategy for these companies.

Hiring for Success

As companies grow, finding and hiring the right talent becomes increasingly crucial. The brands we are examining are actively seeking talent to fill key roles in creative, product, and marketing departments. They understand the importance of having a team that understands their brand and can help take it to the next level. While talent acquisition presents challenges, finding individuals who are passionate about the brand and aligned with its values can have a significant impact on the overall success of the company.

Supply Chain and Logistics Challenges

Supply chain and logistics present their unique set of challenges for growing companies. With the need to meet customer demands while ensuring efficient operations, companies must find ways to optimize their supply chain. Inaccurate demand forecasting, unforeseen spikes in demand, and the complexities of global logistics require careful planning and adaptation. Our featured brands have encountered these challenges and have had to develop strategies to overcome them.

The Acquisition of Greats by Steve Madden

A notable recent development in the world of growth is the acquisition of Greats by Steve Madden. This merger was driven by the need for capital and access to resources that would enable Greats to scale its business. By joining forces with a well-established brand like Steve Madden, Greats gains the advantage of a wealth of experience and expertise. The acquisition opens up new possibilities for Greats and positions them for further growth in the footwear market.


In conclusion, growth is an ongoing journey for businesses, and each company faces its unique set of challenges and opportunities. From raising capital and determining growth strategies to customer acquisition and supply chain management, companies must continuously adapt and innovate. The experiences of SoCo Glam, Greats, and Snow serve as valuable insights into the dynamic world of growth and provide valuable lessons for businesses looking to embark on their growth journey.

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