Driftline founders Wes Horbatuck and Greg Orfe share their journey building a watersport apparel brand, from validating prototypes to navigating Shark Tank and optimizing supply chains. This episode offers valuable lessons on product innovation, strategic e-commerce implementation on Shopify, and critical financial management post-exposure for DTC brands.
Wes Horbatuck and Greg Orfe bring entrepreneurial passion and innovation to the world of watersport apparel and ecommerce. As founders, Wes and Greg have navigated the high barriers of entry in the apparel industry, scaling Driftline from concept to a Shark Tank-featured brand recognized in Forbes, Outside, and The Inertia. Wes brings expertise in guerrilla marketing and brand growth, while Greg specializes in operations and supply chain optimization, making them a dynamic duo in ecommerce innovation.With a commitment to helping athletes "meet their moment," they’ve crafted efficient ecommerce strategies, streamlined their Shopify-powered website, and built a brand focused on resilience, quality, and performance. Their story reflects a passion for innovation and entrepreneurship, inspiring others to take bold steps toward success in a competitive landscape.In This Conversation We Discuss:[00:39] Intro[01:23] Testing prototypes and validation[02:29] Realizing the product’s potential beyond surfing[03:57] Creating a product for the location[05:24] Dealing with manufacturing challenges[07:36] E-Commerce and website setup challenges[09:04] The market of the Two-in-One Short Concept[12:18] Turning an idea into protected innovation [14:02] Episode sponsors: StoreTester and Intelligems[18:52] Balancing organic sales with Shark Tank[20:41] Reflecting on the Shark Tank experience[25:48] Managing cash flow and spending Post-Shark Tank[27:14] Partnering with better manufacturers[31:15] Building trust with differing roles & perspectives[32:16] Choosing between product expansion & niche focusResources:Subscribe to Honest Ecommerce on YoutubeMen's wetsuit lined boardshort