How A Celebrity-Founded Company Finds Its Brand Voice and Owns its Supply Chain, with Execs from Hello Bello
It’s not easy to connect with customers, produce and sell great products, and own the entire process. Hello Bello pulls it off, though. Here’s how.
If you’re tired of all the supply chain issues here’s an idea, create your own supply chain. Okay, that’s easier said than done, and it’s not actually feasible for a lot of companies. But, there are parts of your brand, your logistics, and your strategy that you can own 100%, and when you do, good things happen.
Erica Buxton, is the President of Hello Bello, and Jessica Tennant is the senior vice president of marketing at Hello Bello, a brand that is making premium products available to everyone — especially parents and families.
“This was launched really trying to look for that hole in the market between premium products that were at premium prices and low cost products,” Buxton said. “And so how do you find that sweet spot in the middle that allows everybody to have access to these premium products?”
Hello Bello was cofounded by actors Kristen Bell and Dax Shepard, a couple who came from humble backgrounds and knew that access to good, safe, environmentally conscious products shouldn’t be granted only to those with means. As a result, everything at Hello Bello is made to connect with and be available to parents and families of all kinds. And as Buxton and Tennant explained, this ethos shows up everywhere.
“Long gone are the days where you’re like click this yellow button and convert,” Tennant said. “People want more than that. They want a brand that they can go to, that they can trust… So it’s like, okay, how do we relate to people and talk real talk, Hey, do we post something at 12 in the morning? Because we know that our audience is going to be up or four in the morning or do we do something fun or exciting for them that just shows the little moments in parenthood that matter. And so one of our brands values is really focusing on parents and leaning into how we can celebrate parents in those moments.”
Understanding those moments and having a consistent message and voice to share during them are the elements that both women said make Hello Bello a success. The company stays true to itself, no matter what. This is true even when it comes to the factory Hello Bello recently opened in Waco, Texas. Now, not only does Hello Bello control how it connects with customers, but it fully controls all aspects of production to ensure customers only get the very best.
“We have full control of the supply chain,” Buxton said. “So we’ve now have control of the pricing. We have control of the quality. And I’ve got my quality lab sitting right around the corner from those diaper lines and they’re monitoring every single day what comes off that line… So it really gives us full control over both supply chain and quality control of the diapers. So it’s super exciting for us. And it actually is really a key piece in sticking to our mission of these premium products at low prices.”
To hear more about how Hello Bello is grabbing control and pushing the company and its mission forward, tune into Up Next in Commerce.
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