What it Takes to Keep a Brand Alive, Relevant AND Profitable for 20+ Years with Nikita Sernack from Nookie

Most brands don’t survive one trend cycle, let alone 20+ years.

But Nikita Sernack has built Nookie through the pre-social media days, the rise of founder-led brands, international stockists, COVID, AND the launch of a second label (Rumer).

In this episode, I’m sitting down with Nikita to chat about what actually keeps a brand relevant for that long. From building a cult customer base, to knowing when growth isn’t profitable, to hiring people who can take the business further than you can alone.

Key moments:

0:00 - How Nikita built Nookie before social media, e-commerce and founder-led brands became the norm

6:21 - Building a guilt following before social media really took off

9:22 - The hiring mistake that makes founders busier than ever

13:48 - What happens when your core product is built for events people suddenly can’t attend

15:03 - Why launching a second brand can expose weaknesses your first brand was strong enough to hide

17:45 - How to lead a team without becoming the person every decision has to come back to

20:13 - What a founder should focus on once the business has grown past the early stage

24:14 - The cost of saying yes to the kind of growth most brands dream of

27:54 - The decision to go global

28:52 - How a major retailer partnership can become more than just a sales channel

29:58 - What it looks like to evolve a brand without losing the reason people loved it in the first place

30:24 - The three hires that can protect the parts of your business customers actually experience

Find Nookie on IG @lovenookie and watch Rumer’s relaunch at @rumerthelabel

If you want help building your offshore team, send me a message over at @jesswhatman_agentsync - ⁠https://www.instagram.com/jesswhatman_agentsync/⁠

Not sure what you could delegate or the next role you need? Ask Andy - https://agentsync.com.au/meet-andy

Find out more about off-shore employees over at ⁠https://www.instagram.com/agentsync_/⁠ and ⁠https://agentsync.com.au/⁠

And see behind the scenes content over at https://www.instagram.com/built.to.lead.podcast/

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