Prompt Cast
The Story of Herschel Supply Co.: From Canadian Brothers to International Bag Business
TLDR Two Canadian brothers, Jamie and Lyndon Cormack, created Herschel Supply Company, a modern bag business inspired by classic brands, aiming to evoke a timeless feeling in their products. Starting with a focus on simplicity and quality, the brothers faced challenges, secured significant orders, and expanded internationally, adapting to the changing business landscape during the COVID-19 pandemic.
Timestamped Summary
00:00
Two Canadian brothers created Herschel Supply Company, a modern bag business inspired by classic brands, aiming to evoke a timeless feeling in their products.
05:58
Two brothers grew up inseparable in a small Canadian town, spending their youth playing hockey and exploring their interests before pursuing different paths after high school.
11:12
Two brothers working in the outdoor sports business stayed in touch and brainstormed ideas together, eventually leading to the concept of creating a bag business with a focus on simplicity and quality.
16:28
Brothers Jamie and Lyndon Cormack kept their day jobs while starting to envision and design their bag business, drawing inspiration from classic brands and focusing on utility and functionality.
21:51
Jamie and Lyndon Cormack aimed to change the bag market by adding value and functionality, drawing inspiration from their love for backpacks and the sneaker industry.
27:28
Jamie and Lyndon Cormack wanted to create a unique buying experience for bags inspired by the sneaker industry, leading them to design a modernized classic backpack despite lacking manufacturing knowledge.
32:21
Jamie and Lyndon Cormack initially funded Herschel by not paying themselves, with financial support from their brother, and faced challenges with the first samples of their backpacks, leading Lyndon to travel to China to work closely with the manufacturer to refine the designs before showcasing them at a trade show in New York.
38:12
The Cormack brothers showcased their Herschel products at a trade show in New York, where they constructed a makeshift booth out of pallets and attracted attention from retailers like Urban Outfitters and GQ Magazine, leading to significant orders and press coverage.
43:28
The Cormack brothers secured a significant order from Nordstrom, one of their largest customers, despite initial resistance, and had to make decisions about financing and ordering a large quantity of Herschel bags based on the positive reception at the trade show.
49:01
The Cormack brothers strategically marketed Herschel bags through retailers like Urban Outfitters, focusing on trade shows and multi-brand settings to create brand recognition and secure successful partnerships.
54:09
The Cormack brothers expanded Herschel internationally by leveraging trade shows and strategic relationships to scale up the business efficiently.
59:30
The Cormack brothers faced challenges during the COVID-19 pandemic, leading them to make tough decisions, pivot towards sustainability, and eventually come out stronger as Herschel Supply Co. adapted to the changing business landscape.
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Business
