Paul Rogers speaks with ThruDark founder Louis Tinsley, who shares his unique journey from special forces to ecommerce entrepreneurship.
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ThruDark’s story is fascinating. It’s not every day in ecommerce you talk to someone who spent the majority of his adult life as a soldier about the perils of low quality military clothing, and how this sparked the idea for a successful ecommerce brand.
Co-founder Louis gives the example of how he and his colleagues would have to modify military clothing to make it fit for purpose. They were issued a smock, and the hood was quite soft. When they were doing mountain training exercises, the peak would just like flop down in their face. They used to thread pieces of copper wire all the way through the hood to make it stiff. The seed had been sown for his future success as an ecommerce entrepreneur.
Louis discusses the challenges and successes of building a brand in the outdoor industry, the importance of leveraging relationships, and the strategic decisions that have shaped ThruDark’s growth.
He emphasises the significance of team dynamics, investment, and the lessons learned along the way, while also looking ahead to future goals and international expansion.
Key takeaways:
- The idea for ThruDark stemmed from a passion for outdoor equipment and product design.
- Initial challenges included navigating the transition from military life to entrepreneurship.
- Social media played a crucial role in building brand awareness and reaching audiences.
- Leveraging relationships with high-profile individuals helped ThruDark gain traction.
- Hiring key individuals was essential for scaling the business effectively.
- Investment from the Clark Group accelerated ThruDark’s growth and provided valuable guidance.
- Bringing in a CEO was a strategic move to professionalise the business.
- International expansion is a focus, with a growing presence in the US and Canada.
- Reflecting on achievements is important for maintaining motivation and setting future goals.
Chapters:
- [00:45] Introduction to the Journey
- [03:45] From Military to Entrepreneurship
- [06:45] Building a Brand: The Early Days
- [09:50] Navigating Challenges and Learning
- [12:50] E-commerce Growth and Brand Awareness
- [16:00] Leveraging Relationships for Success
- [18:25] Team Building and Key Hires
- [22:00] Investment and Strategic Growth
- [25:00] Bringing in Leadership: The CEO Transition
- [27:50] International Expansion and Future Goals
- [31:00] Lessons Learned and Final Thoughts
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