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Ep 531: The TikTok Strategy, Tariff Setback, and Product Pivot Behind Plufl’s Growth

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Manage episode 498243966 series 2899866
Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

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Yuki Kinoshita returns to the DTC Podcast with an inside look at how Plufl turned viral buzz into sustainable growth. Since his first appearance, the brand has passed $4M in sales, added new SKUs like the Hugl cooling pillow, and faced a near-$8M retail setback due to sudden U.S. tariffs.

In this episode, Yuki breaks down how Plufl:

  • Navigated a 145% import tariff while keeping prices stable
  • Cut landed costs by $10+ per unit by reengineering their packaging
  • Transitioned from novelty product to year-round problem-solver
  • Leveraged creator content and press placements to power top-of-funnel
  • Used customer pain points to inform product development

For DTC founders navigating platform volatility, sourcing challenges, and product innovation, this episode delivers tactical insight.

Timestamps:

00:00 How Plufl went viral and dealt with knockoffs

02:00 Shark Tank, tariffs, and losing $7M in retail deals

08:00 Why Vietnam manufacturing isn’t always cheaper

12:00 Cutting COGS with packaging and operations

18:00 The product that made Plufl profitable year-round

24:00 Creating pet-parent solutions from customer feedback

28:00 Seven figures from QVC and shopping networks

32:00 PR, gift guides, and listicles as growth levers

34:00 TikTok creator seeding and whitelisting strategy

38:00 What’s next for Plufl and the founders

Hashtags:

#d2cpodcast #plufl #dtcbrands #founderstory #ecommercegrowth #retailstrategy #tiktokmarketing #tariffimpact #prstrategy #productlaunch

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Follow us on Instagram & Twitter - @dtcnewsletter

Watch this interview on YouTube - https://dtcnews.link/video

  continue reading

643 episodes

Artwork
iconShare
 
Manage episode 498243966 series 2899866
Content provided by DTC Newsletter and Podcast and DTC Newsletter. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by DTC Newsletter and Podcast and DTC Newsletter or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Yuki Kinoshita returns to the DTC Podcast with an inside look at how Plufl turned viral buzz into sustainable growth. Since his first appearance, the brand has passed $4M in sales, added new SKUs like the Hugl cooling pillow, and faced a near-$8M retail setback due to sudden U.S. tariffs.

In this episode, Yuki breaks down how Plufl:

  • Navigated a 145% import tariff while keeping prices stable
  • Cut landed costs by $10+ per unit by reengineering their packaging
  • Transitioned from novelty product to year-round problem-solver
  • Leveraged creator content and press placements to power top-of-funnel
  • Used customer pain points to inform product development

For DTC founders navigating platform volatility, sourcing challenges, and product innovation, this episode delivers tactical insight.

Timestamps:

00:00 How Plufl went viral and dealt with knockoffs

02:00 Shark Tank, tariffs, and losing $7M in retail deals

08:00 Why Vietnam manufacturing isn’t always cheaper

12:00 Cutting COGS with packaging and operations

18:00 The product that made Plufl profitable year-round

24:00 Creating pet-parent solutions from customer feedback

28:00 Seven figures from QVC and shopping networks

32:00 PR, gift guides, and listicles as growth levers

34:00 TikTok creator seeding and whitelisting strategy

38:00 What’s next for Plufl and the founders

Hashtags:

#d2cpodcast #plufl #dtcbrands #founderstory #ecommercegrowth #retailstrategy #tiktokmarketing #tariffimpact #prstrategy #productlaunch

Subscribe to DTC Newsletter - https://dtcnews.link/signup

Advertise on DTC - https://dtcnews.link/advertise

Work with Pilothouse - https://dtcnews.link/pilothouse

Follow us on Instagram & Twitter - @dtcnewsletter

Watch this interview on YouTube - https://dtcnews.link/video

  continue reading

643 episodes

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