Being an indie brand in an Amazon world
What it takes in economic storms and in unprecedented times. A bunch of shit we learned the hard way at BBUC and the magic of being an independent brand with no overlords when the world demands flexibility.
Golden Rule: Do Cool Shit That People Like
Being small means you don’t need to play by corporate rules. No spreadsheet forecast is going to tell you what actually excites people. The best filter we had at BBUC was simple: does it feel right in your gut? If it does, chances are your community will get it too.
That’s why indie brands win where giants stumble. While big players are stuck in super sale cycles, overproduction, and chasing minimum inventory KPIs for next year’s sales forecast, you can do something different: create things that serve a purpose. Cool shit made with heart always resonates.
Making a Mutually Beneficial Relationship with Suppliers
Being a small brand doesn’t mean you have less leverage, it means you can use different leverage. We learned that being easy and nice goes further than volume. Remembering a sales rep’s summer plans, hopping on quick video calls, or sending a genuine thank you isn’t fluff - it builds trust. When you can’t order a million units, you can still be their favourite client.
And that trust is what lets you push them. Challenge their skills with rubber prints, crazy colours, sharper stitching details, or actually-good taste for once (client services, ammarite?). That’s when suppliers start taking pride in the work that you’ve pushed them to make.
High-Touch Customer Service as a Competitive Advantage
The audacity of returns will never cease to amaze you, but you can turn it into a positive if you kill them with kindness.That meant answering nicely, keeping it human and making the process as painless as possible. A thoughtful email or quick solution goes further than a discount code with a link.
Meanwhile, the giants hand out long return windows, say yes to everything, and then toss the products straight in the trash. Hooray, great for everyone, especially Mother Earth. That’s the difference: high-touch service builds loyalty and it doesn’t leave a trail of waste behind.
Customer Happiness Best Practices (aside)
Kindness is free. When the giant company says YES you can say YES AND...
hand-written notes
hidden gifties
legit size advice
order pre-flight customisations
easter eggs in b2b orders
Order Light and Make it Tight
Sales forecasts are unpredictable and fashion only makes it harder. Trends shift fast while manufacturers move slow but don’t fret, even though there’s a couple “gotchas”’ in supply management you can learn to see them coming.
Every manufacturer has their own style of work, so be prepared: product codes get mixed up, invoices don’t match, or the material you thought was secured suddenly isn’t. It’s not (always) failure, it’s just the reality of long supply chains. What matters is how you respond.
We learned to keep our orders lean and our systems tight. (tkk ukraine)
ukraine war no one has paper for sublimated printing dafuk. it's a technique we loved and is very common in garment production where designs are printed on semi plasticiced paper, then it's placed on the fabric and put under an iron to transfer the ink across. we loved its super sharp lines and bright color fidelity; unfortuantely the biggest producer in europe was next door and a war started so we all had limited capacity to fight over. thats where being yoru manufacturers bestie comes in hand.
Own Your Weird. Stay Human.
Being small means you can have quirks that the giants can’t replicate. Speak your truth, connect with the people, trust your audience is smart enough to get inside jokes. Be relentlessly authentic and your community with love you more for it.
