Up, Up And Away

Forbes - - Fact & Comment -

How two young en­trepreneurs used re­lent­less on­line mar­ket­ing to make a for­tune in suit­cases.

Jen Ru­bio was rush­ing through the Zurich air­port when her suit­case broke. She stuffed her clothes back in­side and duct­taped the mess. Then she asked her 2,600 Face­book friends for ad­vice on what suit­case to buy. No one had a good an­swer.

Ru­bio was an early em­ployee of Warby Parker, the com­pany that up­ended eye­glass re­tail­ing by cut­ting out the mid­dle­man. “I started think­ing, How do we do what Warby Parker did for glasses?” she says. “How do we take some­thing re­ally sim­ple, and make peo­ple care about it?” If a di­rect-to-con­sumer busi­ness can dis­place op­ti­cians, surely it can dis­place lug­gage stores.

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