🟣 Issue No. 17: Scaling Non-Toxic Cookware: Inside Caraway’s Journey to a $100M Brand

In this issue, we dive into Caraway’s journey to a $100M brand built on non-toxic cookware. Discover how Caraway’s unique go-to-market strategy, influencer partnerships, and sustainable growth approach fueled its rapid rise. Get inspired by their path from DTC startup to household name in major retailers nationwide.

Bottom line: Caraway shows that mission-driven growth and smart customer acquisition are a winning recipe.

Keep reading…

On the Pod 🎧

Lastest episodes:

• How NIFT Offers Consumer Brands A New Way to Acquire Customers at SCALE → Elery Pfeffer
  

• Turning Your eCommerce Operations into a Profit Center → Kunle Campbell

• How to Win this Q4 → Kunle Campbell

• How to Maximize Your eCommerce Marketing Efficiency with the PROFIT Framework → Kunle Campbell

• S9 EP54: Product Innovation Deep Dive: How to Develop a Best-Selling SKU → Kunle Campbell

• S9 EP53: The New Playbook for Scaling Health & Wellness eCommerce Brands in 2024 → Kunle Campbell

• S9 E52: From $10M → $20M: How Tiege Hanley Doubled Revenue While Staying Profitable → Kelley Thornton, CEO

• S9:E51: Ex-PepsiCo Strategist Unveils Brand Positioning Frameworks that Transform DTC Brands → Kathy Guzman

COMMERCE TIPS

How Caraway Built a $100M Brand by Making Kitchens Safer, One Pan at a Time

Today, we’re breaking down how Caraway is transforming kitchens with its non-toxic cookware, designed to be both safe and stylish, for health-conscious home cooks who care as much about what’s in their cookware as what’s on their plates. Founded in 2018, Caraway is on a mission to eliminate toxic chemicals in cookware, using a ceramic coating free from Teflon and other harmful materials. This commitment has turned Caraway into a beloved name in cookware, drawing in an estimated $30-50 million in revenue and a valuation near $100 million.

The Mission: Safe and Stylish Cookware for All

Caraway’s founder, Jordan Nathan, was inspired to launch the company after a dangerous experience: he accidentally left a Teflon-coated pan on the stove, which filled his apartment with fumes. As he later recounted, “We actually called Poison Control and found out we were likely exposed to Teflon poisoning… I remember saying to my wife, ‘What if we don’t wake up tomorrow morning?’” This incident motivated Nathan to bring a safe alternative to the market, where he saw a need for both style and safety.

Nathan, who had worked with kitchenware at a prior company, was familiar with the quality issues in many products: plastics, Teflon, and other materials he saw firsthand during factory visits. “Seeing the materials that were commonly used… made me think, ‘If I don’t create an alternative, who will?’” Nathan shared. His background gave him the insights to turn his non-toxic idea into Caraway, launching the brand with high standards for quality and manufacturing ethics.

Go-to-Market (GTM) Pre-Launch Strategy

Before Caraway’s official launch, the team focused on building a community of over 100,000 potential customers. This involved a strategic email marketing approach and partnering with other DTC brands for multi-brand giveaways that attracted an audience eager for clean, non-toxic cookware. Jordan Nathan explained.

This pre-launch strategy worked well in laying the foundation for a successful product debut, as Caraway engaged these early followers through sneak peeks of their R&D process and updates on product progress, building trust and anticipation within their growing community. By launch day, Caraway had developed a customer base that was already invested in the brand’s journey.

Scaling Strategy: Direct-to-Consumer Foundations with Retail Expansion

At launch, Caraway’s DTC model was a core focus, allowing them to control their brand narrative and customer experience fully. Their website emphasizes the non-toxic qualities of their ceramic-coated cookware, alongside design aesthetics that appeal to modern consumers. “We really lead with the non-toxic coatings in our marketing,”  , highlighting the emphasis on educating customers about what they’re cooking with. Caraway’s content includes detailed product pages, follow-up emails, and materials transparency to build trust around their products’ health benefits.

In 2022, Caraway expanded into retail, establishing partnerships with Target, Crate & Barrel, and Bed Bath & Beyond to reach more customers. This careful retail strategy allowed Caraway to stay true to its DTC roots while opening access to a larger market. As Nathan described, aligning with Caraway’s mission to remove Teflon-based products from kitchen shelves.

Customer Acquisition Led by Influencer and Affiliate Partnerships

Caraway has honed an effective approach to customer acquisition that combines thoughtful branding with an influencer program built for sustained impact. By focusing on brand-aligned ambassadors who authentically promote Caraway’s non-toxic cookware, the brand has attracted a customer base invested in both health and home aesthetics. Caraway’s influencer strategy hinges on lasting relationships over one-time sponsorships, creating a network of around 3,000 ambassadors annually who regularly showcase Caraway products as part of their daily lives. Founder Jordan Nathan explained, but it’s another when our ambassadors genuinely love the product and share why it makes their lives easier.”

In a saturated DTC space, Caraway’s approach has enabled it to achieve rapid growth without relying heavily on paid media. Only about 20% of its revenue comes from paid advertising, while the ambassador program, which initially launched with just 35 influencers, has grown to drive 13% of company revenue. Supporting influencers early in their careers has allowed Caraway to form loyal partnerships that scale as the ambassadors’ own audiences grow, fostering strong brand alignment and loyalty .

For further context, Caraway’s sustainable growth strategy centers on creating design-savvy cookware that adds value to kitchens while maintaining a transparent and educational approach to marketing non-toxic alternatives. This blend of aesthetic appeal, influencer alignment, and mission-driven messaging has made Caraway a well-recognized and compelling example of sustainable DTC marketing

Capital Structure and Funding

Caraway’s funding journey has been uniquely challenging and resourceful. Initially, founder Jordan Nathan had to secure investment with minimal resources, relying on a pitch deck with stock images to convey his vision. Reflecting on this period, Nathan recalled that he met with hundreds of investors, often conducting five to eight meetings daily over nine months, before securing enough support to bring his concept to market .

The seed round brought in over 100 angel investors who contributed both capital and valuable networks. This broad, founder-led investment approach allowed Caraway to create a large pool of support across the consumer sector, which has been instrumental in opening doors. Nathan shared, “With a large network, there’s almost no introduction we can’t get,” underscoring the advantages of this extensive investor base. This strategy not only fueled early growth but also granted the brand flexibility to scale sustainably without the pressures of high-expectation VCs .

In 2022, Caraway closed a $35 million Series A led by McCarthy Capital, earmarked for expanding product offerings and extending their omnichannel presence in major retailers like Target and Crate & Barrel. This funding also supported product innovations like the brand’s popular “Minis” collection. The investment, strategic rather than growth-at-all-costs, has enabled Caraway to maintain a longer-term focus on design and mission alignment 

Key Takeaways for DTC Operators

For consumer brand operators, Caraway’s journey offers some key takeaways:

1. Mission-Driven Differentiation: Caraway’s focus on non-toxic, beautifully designed cookware helped it stand out in a saturated market.

2. Omnichannel Approach: Starting DTC allowed Caraway to build brand loyalty and customer trust, which they then amplified with carefully chosen retail partnerships.

3. Effective Influencer and Community Marketing: By prioritizing influencers who share the brand’s values and fostering a pre-launch community, Caraway has cultivated a loyal following that acts as a foundation for continued growth.

4. Capital Efficiency Through Diverse Investment: Caraway’s choice to raise capital through a broad network of angel investors has enabled them to grow while keeping long-term goals in focus—a valuable lesson for other brands weighing the pressures of traditional venture capital.

Caraway’s path proves that with a clear mission and a customer-centric approach, even niche categories can flourish in DTC and retail. For those in health-conscious or eco-friendly sectors, Caraway’s model exemplifies how to integrate eCommerce foundations, customer loyalty, and omni-channel growth for long-term brand impact.

Presented by Address Validator

📦 Stop Losing Money on Bad Addresses - First 500 Orders Free!

Did you know incorrect addresses cost U.S. businesses over $20 BILLION every year

😱 That's like flushing cash down the toilet!

But guess what? We've got a super simple fix.

Introducing Address Validator - the effortless way to stop delivery failures. It automatically hooks into your Shopify or BigCommerce store and zaps address errors.

No more redelivery fees. No more wasted time. Just happy customers getting their stuff on time.

And the best part? Your first 500 orders are FREE! Yep, zero cost to start saving money and boosting customer satisfaction.

👉 Try Address Validator now and watch those delivery failures vanish!

HEALTH IS WEALTH

The Science of Extended Fasting: Unlocking Your Body's Regenerative Power

A 72-hour fast represents more than just abstaining from food—it's a powerful metabolic reset that triggers cellular regeneration and promotes longevity through enhanced stem cell production.

Research published in Cell Stem Cell, demonstrates that prolonged fasting triggers a significant increase in stem cell regeneration, particularly in the immune system. During this fasting period, the body breaks down old or damaged immune cells and generates new ones, a process known as autophagy. This "cellular cleaning" has been linked to increased longevity and improved immune function.

The metabolic switch that occurs during extended fasting activates powerful regenerative pathways. A groundbreaking study in Nature reveals that fasting for 72 hours can trigger a reduction in PKA, a key enzyme that needs to be reduced for stem cell regeneration to occur. This metabolic shift not only promotes stem cell generation but also reduces inflammation markers throughout the body.

Beyond stem cell activation, 72-hour fasting shows remarkable benefits for metabolic health. According to research published in Cell, extended fasting periods significantly improve insulin sensitivity and reduce oxidative stress markers. The study found that participants who completed a 72-hour fast experienced a 30% increase in cellular stress resistance, potentially contributing to longer-term health benefits.

The timing of this fast is crucial. A comprehensive review in Cell Metabolism: indicates that the most significant stem cell activation occurs between hours 48-72 of fasting, suggesting that shorter fasting periods might not yield the same regenerative benefits. During this window, the body significantly increases production of compounds that protect cellular health and promote longevity.

Takeaway: A 72-hour fast is a powerful tool for activating your body's natural regenerative processes and stem cell production. While challenging, the scientific evidence supporting its benefits is compelling. As with any extended fast, consult with healthcare providers before attempting, particularly if you have underlying health conditions or take medications.