'It used to be, look at these two Shark Tank kids coming to monetize our industry': Mad Rabbit CEO Oliver Zak on gaining acceptance from the tattoo community
Mad Rabbit CEO Oliver Zak discusses the brand's journey from niche tattoo aftercare to mass retail expansion into 1,800 Walmart locations. He shares strategies for overcoming initial skepticism from the tattoo community and ensuring product visibility on mainstream shelves, emphasizing authentic community engagement and clear messaging. This episode is a must-listen for brands looking to scale a niche product into the mass market while maintaining brand authenticity.
Key takeaways
To successfully enter mass retail, clearly communicate your niche product's purpose on packaging and signage to educate new customers (e.g., 'screaming tattoo' on Walmart shelves).
Overcome community skepticism by actively partnering with and respecting industry insiders, demonstrating that your brand adds value rather than just monetizing their craft.
Strategic retail expansion requires a strong understanding of both your core niche audience and the broader consumer base, adapting messaging to resonate with each.
Prioritize product formulations that address specific customer needs, such as fragrance-free and hypoallergenic options for sensitive skin in the tattoo care market.
Leverage a strong brand narrative, including origin stories like 'Shark Tank' appearances, to build credibility and accelerate growth.
Tattoo care brand Mad Rabbit has a mission to make a growing niche of body care mainstream.
The company, which first launched in 2019, makes products for people with tattoos. That includes body washes, balms and other aftercare needed to make sure the ink doesn't fade. And while it's recorded large sales growth year-over-year, seeing over 100% sales growth over the last two years (with the help of an appearance and subsequent deal on the show "Shark Tank"), it believes mass retail is the next arena in which to prove itself.
"Where do you go [from where we are now]," said co-founder and CEO Oliver Zak, "it's beauty and mass." Zak joined the Modern Retail Podcast this week and spoke about his ambitions for the brand.
The mass part of the retail expansion equation is already in the works. Just this week, Mad Rabbit unveiled plans to expand to over 1,800 Walmart locations. But the question is: how do you ensure that people will buy the products on the shelf?
According to Zak, it's a question of messaging. "I think a big key is screaming tattoo on the signage opportunity that you do have," he said. "I've never walked down a Walmart and seen anything related to a tattoo before."
Another big part of his strategy is gaining acceptance from the tattoo community. "When we first entered the industry, the biggest barrier we had was that we weren't tattoo artists," Zak said. "Many of them have a problem with 'outsiders' coming in and making money off the backs of tattoo artists. And to a certain extent, that is what we're doing."
But over the years, Mad Rabbit has tried to partner with all types of tattoo artists and make them know that they aren't mere suit-and-tie interlopers. That has begun paying dividends now, Zak said.
"This past year at conventions," said Zak, "it's been nothing but love."
Frequently asked about this episode
What does this episode say about retail & omnichannel?
To successfully enter mass retail, clearly communicate your niche product's purpose on packaging and signage to educate new customers (e.g., 'screaming tattoo' on Walmart shelves).
What does this episode say about brand & content?
Overcome community skepticism by actively partnering with and respecting industry insiders, demonstrating that your brand adds value rather than just monetizing their craft.
What does this episode say about founder & leadership?
Strategic retail expansion requires a strong understanding of both your core niche audience and the broader consumer base, adapting messaging to resonate with each.
What does this episode say about retail & omnichannel?
Prioritize product formulations that address specific customer needs, such as fragrance-free and hypoallergenic options for sensitive skin in the tattoo care market.
What does this episode say about retail & omnichannel?
Leverage a strong brand narrative, including origin stories like 'Shark Tank' appearances, to build credibility and accelerate growth.
