Tree Trunk Gear

2024

Imagine a curated display within an existing retail shop, filled with up-and-coming brands and experimental products. These displays would function as mini pop-up shops, creating dynamic spaces that draw in customers and encourage exploration with every visit. Tree Trunk Gear is exactly that, letting shops test out new products while enabling brands to test experimental ideas and demonstrate which products resonate most with buyers. Retailers can gauge customer interest and, if the products sell well, retail buyers can place wholesale orders through connections facilitated by Tree Trunk Gear.

Process

The inspiration

Tree Trunk Gear was born from my desire to bridge the gap between independent outdoor brands and local retailers while addressing the limitations I encountered with The Outdoor Wholesaler marketplace. My goal was to create a solution that offered retailers a low-risk way to explore new products and provided brands with the exposure and market validation they needed to grow.

The inspiration came during the Snowbound Trade Show in Boston, where I learned about a “local-specific shelf” concept in a retail shop that showcased Vermont-based brands. This sparked the idea for curated in-store displays that could transform how retailers and brands collaborate.

The development of Tree Trunk Gear was further guided by my participation in the eLab Accelerator program, where my assigned advisory board of Cornell entrepreneurs helped me get to the core of customer needs. Through their mentorship and feedback, I was able to refine the concept and ensure it addressed the most pressing challenges faced by retailers and brands in the outdoor industry. Tree Trunk Gear evolved into a dynamic model designed to connect brands, retailers, and consumers in a more engaging and effective way.

Value proposition

For retailers: Tree Trunk Gear helps shops stay competitive by introducing new brands and experimental products without requiring substantial financial commitments. Retailers can gauge customer interest and decide whether to place wholesale orders based on real-world sales performance.
For up-and-coming brands: The program provides a way for brands to gain exposure and establish credibility, overcoming the challenge of entering retail shops without a proven sales history.
For established brands: Tree Trunk Gear offers a platform to test experimental products in-store, reducing the risks involved with traditional launch methods.

To streamline operations, the program will eventually integrate consignment software with a shop’s point-of-sale (POS) system, managing inventory and tracking sales. A dedicated portal will provide shops with access to sales materials, such as training videos and product guides, ensuring a seamless experience for retailers and their staff.

Business model

Tree Trunk Gear earns revenue through a combination of:

Display fees: Brands pay for space within the curated displays.
Wholesale commissions: A 10-15% commission on wholesale orders generated through the program, modeled after typical sales rep commission structures.

This revenue model incentivizes both brands and retailers to participate, creating value while ensuring the program is financially sustainable.

Outcome

As I consider the next steps for Tree Trunk Gear, I see its potential to solve critical challenges for retailers and brands. However, I am concerned about the lack of annual recurring revenue (ARR), which limits predictable, steady cash flow. Additionally, I need to evaluate whether the niche focus on up-and-coming and experimental outdoor brands is too narrow and if I can consistently keep the displays full with compelling products.

These factors will be key to determining the scalability and sustainability of the program. Addressing these challenges is my next priority as I refine Tree Trunk Gear into a lasting solution for the outdoor retail industry.