I partnered with Seidler in late 2017. Within the first two years, we executed the game changing acquisition of the Swedish-based licensor of our core historical products. This opened up a great opportunity for global expansion. It also helped build the infrastructure for accelerating frida’s organic growth. Our product set has evolved from just a few core products to over a dozen product families, including outside of the “baby” category. Our team is now approaching 100 employees, and we are selling several million units each year across 30,000+ doors in the US and 15 international markets.
Our partnership style has always been collaborative. Seidler is a valuable data and analytics resource and brings an experienced perspective to critical discussions. But they allow me to make final decisions and execute my vision for the brand.