318. Untuckit founder Chris Riccobono on persevering through challenges
Retail Gets Real · with Chris Riccobono · September 26, 2023 · 27 min
Summary
Untuckit founder Chris Riccobono shares his journey from identifying a personal need to building a multi-million dollar apparel brand and then launching a second venture, Greatness Wins. This episode offers valuable insights into the grit required to scale a DTC brand, the strategic importance of omnichannel retail, and the critical role of product innovation and perseverance in the competitive apparel market.
Key takeaways
Untuckit's success, selling 12 million shirts, highlights the power of solving a niche customer problem with a well-designed product. Founders should look for underserved needs.
The strategic shift from pure e-commerce to incorporating brick-and-mortar stores was crucial for Untuckit, emphasizing the long-term value of an omnichannel approach for customer engagement and growth.
Chris Riccobono’s launch of Greatness Wins demonstrates how entrepreneurial experience and understanding consumer dissatisfaction in one market can be leveraged to build a second successful brand.
Perseverance is a recurring theme; overcoming initial challenges and adapting growth strategies were vital for scaling Untuckit and are applicable lessons for any retail entrepreneur.
Product design and innovation, driven by addressing specific consumer pain points (like ill-fitting untucked shirts or unsatisfactory activewear), are key differentiators in crowded markets.
Untuckit was born when Chris Riccobono couldn’t find a shirt that looked good when he wore it untucked. Riccobono founded the American casual men’s apparel company in 2010; today the brand is about to sell its 12 millionth shirt. Now Riccobono has launched a new venture: Greatness Wins was created as a response to Riccobono’s dissatisfaction with athletic and performance wear. Chris joins us to talk about his entrepreneurial background, the growth strategies for his two brands, the importance of stores and his advice for young entrepreneurs and retailers. Learn more at retailgetsreal.com.
Untuckit's success, selling 12 million shirts, highlights the power of solving a niche customer problem with a well-designed product. Founders should look for underserved needs.
What does this episode say about retail & omnichannel?
The strategic shift from pure e-commerce to incorporating brick-and-mortar stores was crucial for Untuckit, emphasizing the long-term value of an omnichannel approach for customer engagement and growth.
What does this episode say about founder & leadership?
Chris Riccobono’s launch of Greatness Wins demonstrates how entrepreneurial experience and understanding consumer dissatisfaction in one market can be leveraged to build a second successful brand.
What does this episode say about product & merchandising?
Perseverance is a recurring theme; overcoming initial challenges and adapting growth strategies were vital for scaling Untuckit and are applicable lessons for any retail entrepreneur.
What does this episode say about dtc strategy?
Product design and innovation, driven by addressing specific consumer pain points (like ill-fitting untucked shirts or unsatisfactory activewear), are key differentiators in crowded markets.
