Thirty Two. / Contributor Twenty Six: Ellis Fried, SMPL
On the New York DTC Ecosystem, the Evolution of Social Drinking, and Maybe, Just Maybe, Finally Getting Superhuman.
Hey, everybody. It obviously goes without saying that I hope you all be safe out there, but especially as we’re now deep in this pre-vaccine new normal, please, please wear your mask in public. The data keeps on coming on its true efficacy.
I continue to meet some incredible people through my work, and today’s contributor is no different. Everyone has a great story to tell, no matter how young or old they are.
Ladies and gentlemen, Mr. Ellis Fried.
Enjoy!
Ellis Fried is the Founder of SMPL, a functional snack brand formulated with organic adaptogens and superfoods for beauty, mood support, gut health & well-being. Launched in 2019, SMPL can be found in top US retailers like Urban Outfitters, Equinox, Bloomingdale’s and Erewhon. Prior to launching SMPL, Ellis studied economics at the University of Michigan and completed a Summer Internship at JP Morgan. Ellis launched SMPL straight out of college.
A fun fact: I was selected All State in high school for ice hockey and Team Michigan my second year playing. I still play recreationally, although it’s tough to do so in New York. I also received the most startup funding as a solo undergrad in the history of the University of Michigan.
What are you currently working on?
Professional is growing my company during a pandemic. As a brand built primarily through specialty channels (i.e. Urban Outfitters, Equinox, Bloomingdale’s), the pandemic has broadened our distribution focus to more mainstream retailers sooner than I had planned. However, it’s an extremely exciting time to be in the health and wellness space and a great opportunity to educate consumers about our brand while at home.
Personal is furnishing my new apartment during quarantine. I am moving to the West Village with my girlfriend, and it’s fun to fill our apartment with other New York-based startup brands (most excited about July and Caraway).
What are you currently excited about?
The evolution of social drinking is exciting to me. I’m not a big drinker, but something about having a drink with friends and family is irreplaceable. I have a super clean diet, and I’m fascinated with the healthier options emerging here. I’ve tried everything from low-sugar aperitifs, to hard kombucha and THC-infused seltzers. Each has their own use occasion for me, and I’m eagerly optimistic about seeing some of these brands pop up on the menu at my favorite restaurants, social clubs and bars (whenever it is that they might open in New York).
What’s a story or article that you're currently thinking about?
The departure of CEO Ty Haney from Outdoor Voices, which to me is really just a symbol for the seismic shift for how the world views startup growth (similar to WeWork, but I’m more of a consumer product guy). I listened to Ty Haney’s episode on How I Built This several months before she left OV, and have followed her for the past several years. I think the lessons, both good and bad, are so relatable to someone like myself who is just now entering a growth phase in my startup.
What’s a product you’re currently obsessed with?
Truebird. I’m a huge coffee drinker, and I can’t help to think about how life is going to be once I return to NYC in the coming weeks. I’m intrigued by Truebird’s contactless nature, but I have yet to taste their coffee. I hate bad coffee, and have never found really good lattes at a cheap price. My concern is on quality and brand. Quality is a bit more obvious. But, I hope they spend the proper time on brand building versus just being the cheap convenient alternative. I’m excited to try it out soon.
Wild Card: What’s an item you can’t shake your mind off of?
My email has crashed almost everyday this past week. I basically live on my Mac, and have used Apple Mail for as long as I can remember. Every time my email crashes, I think of Superhuman. And every time, I say “OK next time I’m switching”. This time I promise, next time I am switching.
~ C O L O P H O N ~
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