The Advantages of Being the Final Player in a Category Launch
When Jordan Nathan launched his DTC nontoxic cookware company, Caraway, in 2019, he knew he was not the only founder trying to sell a new brand of pots and pans to millennials scrolling through Instagram.
When Caraway launched, it joined companies like Our Place, Great Jones and Made In Cookware in an increasingly crowded category of online cookware startups.
Caraway’s competitors also helped Caraway decide to start talking to retailers early in the process.
You can now find Caraway sets at Target and Costco, among others.
While being a later entrant helped Caraway in many ways, it did hurt them in one area, Nathan said.
