Outlines' co-founders reveal their strategy for turning mundane household items like shower liners into a thriving subscription-based DTC business. Learn how they're overcoming
Key takeaways
Identify overlooked, commoditized products with refresh potential. The less
Don't underestimate the power of education and storytelling, even for simple products. Outlines successfully built a brand around the environmental impact of shower liners, turning a weakness into a strength.
Develop a robust omnichannel strategy from the outset. While DTC is crucial for initial brand building, explore retail partnerships early to tap into new customer segments and increase brand visibility.
Rethink traditional subscription models. Focus on genuine consumer need and convenience to combat
Embrace continuous A/B testing and 'test and learn' processes in your marketing. Outlines' initial struggles with ad bidding highlight the importance of agile optimization, rather than relying on assumptions.
Themes
brand buildingdtc strategyretail expansionsubscription model innovation
Outlines is trying to be the Quip toothbrushes for bathroom and home cleaning products.
The company launched earlier this year with a shower liner subscription service. The idea is that customers can buy the shower liner along with other accessories. Then, every few months they can pack up their used musty one, send it to Outlines who will recycle the material and then send another brand new clean liner. But Outlines isn't stopping at shower liners -- the startup is launching both a replenishable body scrubber and a toilet brush soon.
"I knew that if I was to replace [a product like a shower liner], it was simply going to landfill," said Luke Young, one of Outline's co-founders. "So I would live with it for far too long -- and you wouldn't live with dirty sheets or any other product like this in your home."
Young and his fellow co-founder Meg Murphy joined the Modern Retail Podcast this week and spoke about the genesis of Outlines and how the direct-to-consumer business is trying to grow and get its products into new homes.
Both Young and Murphy were working in DTC before Outlines. Young was working in adtech for a U.K.-based DTC company that sells education products, and Murphy was also working at a British CPG startup that made glue products. They met at a coworking space and got to talking about the state of shower liners, and decided to launch their own company.
Thus, Outlines was born. The company launched its first product at the beginning of 2022. The big question was whether or not a humdrum product like shower liners would work with a subscription model. As the two founders put it, it's all about education. The website focuses specifically on detailing how much waste is made because of thrown-out used plastic. And the hope is that people will align with the sustainability ethos around the company.
The strategy to get eyeballs was to be available on the company's website first and try to find new customers who were searching online for new products like a sh
Frequently asked about this episode
What does this episode say about brand building?
Identify overlooked, commoditized products with refresh potential. The less
What does this episode say about dtc strategy?
Don't underestimate the power of education and storytelling, even for simple products. Outlines successfully built a brand around the environmental impact of shower liners, turning a weakness into a strength.
What does this episode say about retail expansion?
Develop a robust omnichannel strategy from the outset. While DTC is crucial for initial brand building, explore retail partnerships early to tap into new customer segments and increase brand visibility.
What does this episode say about subscription model innovation?
Rethink traditional subscription models. Focus on genuine consumer need and convenience to combat
What does this episode say about brand building?
Embrace continuous A/B testing and 'test and learn' processes in your marketing. Outlines' initial struggles with ad bidding highlight the importance of agile optimization, rather than relying on assumptions.
