My guest for episode 64 of The Startup Playbook Podcast is Kate Morris, the Founder and CEO of Adore Beauty, Australia’s first e-commerce beauty store.
With a lot of today’s media attention on the startup industry being focused around raising large funding rounds and successful exits, the challenges, struggle and shear resilience required to even get to that point can often be overlooked.
Someone who epitomises the real journey to success is my guest for today’s episode, Kate Morris, the Founder and CEO of Adore Beauty.
Today the company is a huge success, it has over 190 brands on board, 13,000 products available online and an annual turnover $28M.
But the company wasn’t always a roaring success. Kate founded the company in 1999 as a 21 year old with just $12,000 to cover all operating costs and She struggled to get buy in from the industry with only 2 little known brands joining Adore Beauty at launch.
It took Kate several years to get major brands on board and it wasn’t until 10 years into the business that she saw substantial growth in the company.
In this interview we talk about the importance of resilience, why you should focus on customer loyalty, the importance of building relationships and how writing a letter to her future self changed Kate’s outlook on the business.